RCS

Introduction

RCS is a next-generation SMS protocol that upgrades text messages with rich features like branding, media, and analytics. It is aimed to replace SMS with a richer text format.

RCS combines the messaging features of popular messaging apps like WhatsApp and Facebook Messenger but delivered through the default SMS messaging app. RCS is delivered as an SMS but supports extensive media support such as images, videos, branding, CTAs (Call to Actions) and more. Unlike SMS, RCS facilitates you to track the metrics of the message like open rate and link click rate.

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Note

Currently, RCS is only supported for Android devices through Google Messaging App. By default, this app is available in most of the Android devices. Customers can also download it from the Play Store if needed.

Capillary provides various communication channels (SMS, Email, WhatsApp) to engage with brands' customers. With the advancing trends, it becomes very important to reach out to customers efficiently, capture their attention, and keep them engaged.

Features of RCS

• Allows brands to send media messages such as images, videos, and carousel media messages, add CTA buttons in messages. It also has better UX.
• Enables brands to have their verified profile, business profile picture, and bio which increases the brand’s verifiability.
• RCS offers detailed analytics of executed campaigns. This includes messages delivered, opened and link click rates.
• Capillary allows brands to configure fallback SMS within an RCS Campaign so that users who are not reachable on RCS can be automatically reached out through SMS.
  • Fallback SMS mechanism: When a certain audience is not reachable through RCS, then the system will send the configured fallback SMS to the user. Brands can easily reach out to all customers through one campaign and do not need to run separate campaigns for RCS and SMS. A possible small set of users who might not receive will directly get an SMS, so communication to each user is done through one campaign.
• Other capabilities
  • Send RCS text message
  • Send RCS message with image
  • Send RCS message with title and description
  • Send RCS message with Image, Title and description
  • Send RCS message with CTA button
  • Detailed analytics of RCS campaigns
  • Configure fallback SMS in RCS campaign
  • Send RCS message in video or carousel format (upcoming)

Benefits of RCS

• Reduces the chances of customers blocking the brand: RCS messages are delivered in the SMS messaging box, where consumers are used to receiving promotional messages.
• Better customer engagement: Through RCS brands can engage their customers better by sharing high-resolution photos and videos, making it easier to add appointments to the calendar, mapping directions to physical outlets, sharing a carousel of products, and more.
• Enables running campaigns smoothly: RCS does not have template whitelisting, therefore a smoother process for brands to run campaigns.
• No mandatory opt-out tag: RCS does not have a mandatory opt-out tag process. Hence, brands can leverage it to reach out to customers who are not reachable on another channel.

Advantages of using Capillary RCS

• Brands can attach and issue offers to customers and engage on the RCS channel.
• Brands can segment target users and runs RCS campaigns, which yields better ROI.
• Provides a detailed analytics of campaign performance, user-level insights, purchase pattern, and ROI from both the online and offline world which helps brands to take data-backed decisions.
• Provides fallback SMS functionality - brands can run a single RCS campaign to target all sets of customers and customers who are not reachable on RCS will receive an SMS.
• There is no mandatory optout tag or approved templates required.

Onboarding a brand

To enable RCS for a brand, you would need to fill in the onboarding form and send it to the RCS team with the subject {Capillary Technology | RCS Account | brand name}.

We would then share the details with the Karix team for next steps and update you once the account is created. For more details, see here.