Observed Signal · Feb 27, 2026 · Product Launch · Source: https://martech.org/feed/ · Impact: 4/5 · Sentiment: Positive
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.
Platform-level adoption (Apple + Google testing cross-platform RCS encryption) plus multiple vendor product launches and carrier support materially expand messaging reach, capabilities, measurability and commerce use cases for marketers—making this a significant shift for mobile marketing and engagement.
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Key Takeaways & Evidence Grounding
- Apple added RCS support to iPhones with its iOS 18 update (fall 2024) and Apple and Google tested cross-platform RCS encryption (reported Feb 2026).
- Google reported U.S. mobile users send more than 1 billion RCS messages per day (May 2025); T-Mobile customers averaged 613 million RCS messages per day (2025).
- Infobip reported RCS adoption increased 550% in 2024 and later launched RCS across all four major U.S. mobile carriers (mid-June 2025).
- Twilio announced Rich Content Cards (Jan 2025) and later general availability of RCS to customers (Aug 2025); Attentive launched RCS Business Messaging in the U.S. at Shoptalk (March 2025).
- Juniper Research projected RCS fraud costs of $300M globally in 2025 and $1.3B by 2030, recommending stronger verification partnerships.
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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.
Infobip Reports 169.3% Global RCS Growth; US +1298.8%
Infobip, a global AI-first cloud communications platform, reported 169.3% growth in Rich Communication Services (RCS) for Business traffic between H1 2025 and H1 2026. The United States led growth with a 1,298.8% year-on-year increase; Infobip customers sent more than 1.5 billion RCS messages in the US during the period. Infobip processed RCS registration requests for over 7.3k unique brands and delivered 14k successful RCS agent launches. Other notable country growth rates included Spain (+290%), the United Kingdom (+282%), India (+108%) and France (+48%). The company also announced Interactive Session billing is now live in the US, enabling two-way conversational pricing across live RCS markets. Dave Boddington, RCS Business Unit Head at Infobip, commented on the channel’s move from experimentation to mainstream deployment.
SlickText Adds RCS Messaging Support
SlickText announced support for basic Rich Communication Services (RCS) messaging, allowing businesses to acquire a carrier-verified sender profile that displays brand name and logo alongside eligible messages. The company says RCS can improve deliverability and engagement — citing up to 12% higher click-through rates and 18% higher conversion rates versus traditional SMS — and plans to expand RCS capabilities over time. Businesses can apply for RCS through SlickText and, once approved, will have verified sender profiles shown to supported devices. Rob Trumble, President of SlickText, is quoted on the benefit of branded, verified sender profiles for trust and engagement.
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