Observed Signal · Mar 30, 2026 · Technical Release · Source: t3n · Impact: 3/5 · Sentiment: Positive
GSMA finalises RCS 4.0 adding native video calls
The GSMA has finalised the RCS Universal Profile 4.0 specification, upgrading Rich Communication Services (the SMS successor) with features aimed at closing the gap to modern messaging apps. RCS 4.0 adds native video calls (including late join for group calls), text formatting (bold/italic/underline), improved photo/video/audio transfer with automatic format selection, and business-oriented features such as streaming videos in message cards and finer link-handling behavior. RCS 3.0 (finalised March 2025) introduced native end-to-end encryption, but platform vendors and carriers are still testing rollout. The article notes Apple and Google are testing encryption support (Apple has said it will ship encryption with a later update, possibly iOS 26.5) and that broad device availability for RCS 4.0 likely will not arrive before 2027, with Google/Android expected to lead adoption.
RCS 4.0 expands native messaging capabilities and business messaging features, which can enable richer customer interactions and commerce inside carrier messaging. However adoption depends on OS vendors and network operators and widespread device support is not expected before 2027, limiting immediate industry impact.
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Key Takeaways & Evidence Grounding
- The GSMA finalised the RCS Universal Profile 4.0 specification.
- RCS 4.0 adds native video calling (including joining in-progress group calls).
- RCS 4.0 introduces text formatting (bold, italic, underline) and improved media transfer with automatic format selection for compatibility.
- Business features in RCS 4.0 include streaming video inside message cards and more granular link-handling (in-app display vs app redirection).
- RCS 3.0 (finalised March 2025) includes native end-to-end encryption, but vendor and carrier rollout is still in testing; RCS 4.0 widespread availability is unlikely before 2027.
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Related Market Signals & Shifts
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iOS 26.5 Adds End-to-End Encryption for RCS
Apple released version 26.5 for iOS, macOS, iPadOS and watchOS (rolled out in May 2026), introducing end-to-end encryption for RCS messages in the Messages app. The encryption implements RCS Universal Profile 3.0 and uses the Messaging Layer Security (MLS) protocol; Apple marks the feature as beta and is rolling it out gradually. Encrypted RCS requires both chat participants to use RCS 3.0‑compatible apps and for mobile carriers to support the standard. In Germany, Telekom, O2 and 1&1 are listed by Apple as supporting encrypted RCS chats; Vodafone is not. The update also includes a new Pride Luminance wallpaper, early ad tests in Apple Maps in some regions, numerous security patches across Apple platforms, and version updates for older OS releases to address vulnerabilities.
RCS Revolutionizes Mobile Marketing: What You Must Know
RCS (Rich Communication Services) is accelerating as a marketing channel after Apple added RCS support to iPhones (iOS 18) and Apple and Google began testing cross-platform RCS encryption. Adoption and daily usage metrics rose sharply in 2024–2025: Google reported over 1 billion RCS messages daily in May 2025, T-Mobile users sent ~613 million daily RCS messages, and Infobip reported 550% RCS adoption growth in 2024. Vendors and platforms launched RCS-focused features and services — Twilio introduced Rich Content Cards and later announced general availability of RCS for customers, Attentive launched RCS Business Messaging in the U.S., Infobip deployed RCS across the four major U.S. carriers, and Cordial added RCS support. Reports highlight benefits (higher open and click rates) and risks (projected growth in RCS fraud). Marketers and vendors expect RCS to enable richer, measurable mobile experiences and new commerce flows inside messaging.
RCS: The New Standard for Customer Messaging
RCS (Rich Communication Services) merges the reach of SMS with interactive features from modern messenger apps, enabling brands to deliver images, buttons, product details, and payment links directly within the chat. Since 2024, RCS is available on current iPhones and Android devices, offering a pathway from traditional SMS without requiring a separate app. Marketers anticipate benefits from personalization, with a Sinch survey noting 42% of consumers want behavior- or interest-based messages and 79% trust messages with verified logos. Pilot deployments across sectors show impact: Picard reports triple-click rates and a 10% rise in website traffic; financial services observe greater trust in security notices; healthcare uses automated reminders to reduce missed appointments. Adoption is supported by APIs and platform solutions, with SMS fallback for non-RCS devices to enable gradual, hybrid rollout. Companies are urged to test Use Cases, leverage verified sender branding, and measure campaign performance via analytics.
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