SMS vs RCS: Key differences and how to choose

RCS (Rich communications services) is a type of mobile messaging which offers enhanced features such as multimedia, payment buttons and location sharing. With Apple set to make it available to iPhone users later in 2024, RCS is expected to grow significantly over the coming years.

In 2020, there were 1.2bn users, and research by Juniper predicts there will be 3.9bn by 2025.

Yet, SMS is still relied upon by many to communicate and is a key way for businesses to get messages across to their customers.

So what’s the difference between the two and which channel should you choose to connect with your customers?

We explore all below.

Quick summary

• Functionality: RCS offers enhanced messaging features like media sharing, interactive buttons, branded messages and read receipts, whereas SMS offers offline accessibility.
• Audience reach: SMS works on all mobile phones, whereas RCS requires internet and specific device compatibility.
• Use cases: SMS excels for simple, bulk messages (e.g., reminders), while RCS boosts engagement for marketing with visuals and interactive options.
• Choosing the right tool: Use SMS for broad reach and add RCS for a more immersive, branded customer experience.

What is RCS (Rich Communication Services)?

RCS capabilities are built into your customers’ mobile devices, so they don’t need to download an app to access it. It’s essentially a richer version of SMS – which is still available alongside it. 

Businesses can enhance communications with the use of multimedia like images, videos or GIFS. It’s perfect for brands looking to create impactful content, and enable customers to book appointments or make mobile purchases.

Here’s an example of an interaction between a business and a customer via RCS:

It works on RCS-compatible devices including Android. But if your recipient’s mobile doesn’t support it (Apple devices currently don’t), messages are converted and sent as an SMS. 

RCS is secure because messages are sent over the internet and can be encrypted. Businesses also need a verified sender ID when using it, which can help to build trust and credibility.

To learn more, read our guide: What is RCS messaging? Everything you need to know.

How is RCS different from SMS?

RCS and SMS are both ways to send a message to a users phone, but how the messages are delivered and how they look will be quite different. Text messages (SMS) are sent via the cellular network, whereas RCS relies on the data network (mobile data or WiFi) to send and receive messages.

As a result, SMS offers a wider reach (more phones can receive SMS), but RCS is capable of more enhanced visual features like branded messages, high-res images, gifs, videos, read receipts and more.

You can see from the graphic below how RCS offers a more visual experience:

Text messages have a 160-character limit, so they need to be snappy, with a clear and compelling call-to-action. Whereas RCS messages can be longer and more detailed, with up to 25,000 characters.

Like WhatsApp, RCS enables two-way conversation over the internet, and multimedia messaging. Businesses can also send rich cards – including QR codes, barcodes, e-tickets and call-to-action buttons that appear within the app, so customers don’t need to click an external link. 

One of the big advantages of RCS is that it creates more opportunities for interaction, engagement and action. This is important given that 53% of people are more likely to shop with a brand that they can reach through a messaging app.

Although RCS offers many advanced features compared to SMS, it’s a complementary form of mobile messaging rather than a competitor.

SMS is ideal for businesses looking to communicate directly and immediately with customers, and with an open rate of 98%, it remains one of the most effective communication methods out there.

The table below shows a breakdown of the key differences between RCS and SMS:

Features	SMS	RCS
Can be used with other channels	YES	YES
Characters allowed in a message	160 characters	8000 characters
Encrypted	NO	YES (End to end)
Read Receipts	NO	YES
Verified senders	NO	YES
Document sharing	NO	YES
Supports encryption	NO	YES
Call-to-action buttons	NO	YES
Suggested replies	NO	YES
Share location	NO	YES
Branding (logo and business profiles)	NO	YES
Messaging supported on all carrier cellular networks	NO	YES
Unlimited message size	NO	YES
Share Calendar	NO	YES
Rich features (images and videos)	NO (Only using mobile journeys or links)	YES

If you’re a business weighing up whether to go with RCS or SMS, below we explore some of the key differences and benefits of each in more detail.

Tip: Want to learn how SMS compares with push notifications when it comes to marketing? Check out our guide: Push notifications vs SMS

What are the benefits of RCS?

Along with a higher character limit and in-app purchases, businesses can include their brand identity across communications to create consistency and trust, and set themselves apart from competitors. 

Delivery and read receipts

Read receipts show you when a customer has opened and read a message, which is essential for accountability and tracking. 

RCS comes with read receipts so you can see who has looked at the message – which can help you to fine-tune your campaigns. For example, sending RCS in the Esendex platform provides real-time delivery metrics and read receipts so you can optimise as you go and improve ROI.

Verified sender

Businesses who use RCS need a verified sender ID. This helps to prevent fraud and gives customers peace of mind because they know the text is verifiable and far more likely to be legitimate. Your message will include your organisation’s name and branding, to provide reassurance and reduce the risk of customers falling prey to messaging scams.

Include images and videos

Showstopping photography and video can dramatically enhance customer experiences and drive sales. Research suggests that 64% of women shopping for clothes on a mobile are influenced by images – you can tap into this with RCS campaigns!

Share your location

Businesses with a store or those hosting an in-person event can send a map with a pin on to show the  location. This makes it easy for customers to find you quickly and helps to build excitement.

Rearrange appointments

Using RCS, customers can change their appointment or add it to their calendar. This is convenient and it means they don’t need to spend time calling a business or waiting in a long call queue. It’s also beneficial for businesses who can reduce high call volumes and the risk of no-shows. Non attendance is said to cost the NHS over £216m per year, and can also be particularly damaging for independent restaurants, hair and beauty salons and garages.

What are the benefits of SMS?

Despite the rise of RCS, SMS remains an invaluable communications tool for everything from marketing (such as promotions, special offers and campaigns) to appointment reminders. High open rates demonstrate its effectiveness in conveying information in the most straightforward way possible.

Accessibility

Concise text messages prevent confusion and include a clear call-to-action which may be to click a link or confirm attendance. SMS has unrivalled reach because over 90% of the global population has a mobile phone which they can receive SMS messages on.

Include links

You can use SMS to send links – which can drive website traffic and conversions. A clear call to action like ‘click now’ – which is direct and won’t confuse customers – increases your chances of someone making a purchase.

Include preview images

SMS doesn’t support pictures but you can include a link that shows a preview image of the website. This visual should entice customers and improve your click-through rate.

Summary: SMS or RCS?

RCS offers enhanced features such as read receipts, multimedia, higher character limits and payment buttons – but for businesses SMS remains as relevant as ever and offers unrivalled reach.

SMS is as popular as ever for sending quick and cost-effective messages in bulk, such as reminders, surveys and concise sales messages. If you’re looking to take your SMS marketing efforts a step further, consider sending RCS messages with attractive visuals and more ways for customers to interact.

At Esendex we recognise the value of both SMS and RCS. Which one you choose depends on your marketing goals, but it’s important to remember that they work in perfect harmony with each other. 

Find out more about how RCS can support your business.