Why switch from SMS to RCS?

SMS limitations are holding you back:

• No branding, no interactivity, and capped at 160 characters
• Customer confusion and perception of spam
• Poor engagement and missed opportunities to convert

RCS brings rich, branded, interactive messaging:

• Display your name, logo, and brand colors directly in the chat
• Embed images, carousels, quick replies, videos, calendars, and more
• Integrate into Android and iOS 18 without an app download

Easily migrate without disrupting current workflow:

• Keep SMS opt-ins and fallback messaging
• Start with simple enhancements and scale when ready
• Turn to Vonage to simplify the process

Understanding the RCS advantage

Before diving into the migration process, it's worth understanding what makes RCS such a powerful upgrade from traditional SMS.

While SMS is limited to 160 characters of plain text, RCS opens up a world of possibilities that can transform how customers interact with you and enable you to Own Your Brand.

RCS messages display your brand's name, logo, and color scheme directly in the conversation. This branded sender identity builds instant trust and recognition — something SMS simply can't deliver. Your customers will know immediately that they're communicating with your business, not receiving a generic text from an unknown number.

The interactive capabilities are equally impressive. RCS supports rich media like images and videos, interactive buttons for quick responses, and even calendar integrations. You can create carousel displays showcasing multiple products, embed location sharing, or add suggested reply options that make it effortless for customers to respond.

Perhaps most importantly, RCS requires no app downloads. It works through the default messaging app on Android devices and is now natively supported in iOS 18. Your customers get an enhanced experience without any extra steps.

Engagement migration with RCS

At Vonage, we use the phrase "crawl, walk, run, fly with RCS" to describe the migration journey. This approach recognizes that businesses have different needs, timelines, and comfort levels with new technology. The beauty of this framework is that you can start anywhere in the process based on your current capabilities and goals, and RCS uses your existing SMS customer opt-in approvals.

Crawl: Begin with basic RCS messages that include simple branding and rich media. These are straightforward to implement and provide immediate visual impact.

Walk: Add interactive elements like quick-reply buttons and suggested actions. This stage introduces engagement features that boost response rates.

Run: Implement more sophisticated messaging workflows with advanced rich media, carousels, and integrated customer service features.

Fly: Deploy fully interactive experiences like repurposing existing web chatbots through RCS to create seamless omnichannel customer journeys.

The key insight is that you don't need to master every RCS capability before launching. Basic branded messages can deliver significant value immediately, while more advanced features can be rolled out as your team becomes comfortable with the platform.

Step 1: Develop your RCS strategy

Successful RCS implementation starts with a clear strategy. This isn't about completely rebuilding your messaging approach  —it's about identifying where RCS can enhance or replace existing SMS workflows.

Start by auditing your current SMS campaigns. Which messages would benefit most from rich media? Where do customers frequently ask follow-up questions that could be addressed with interactive buttons? Are there workflows where visual elements would improve comprehension or engagement?

Consider your different message types and how RCS can enhance each:

• Transactional messages like order confirmations become more engaging with product images and delivery tracking buttons. 

• Marketing messages can showcase products through carousels and include direct purchase links.

• Customer service communications can provide quick resolution options and escalation paths.

The goal is to identify high-impact opportunities where RCS features directly address current limitations or customer pain points. This focused approach ensures your initial RCS efforts deliver measurable value while building team confidence with the platform.

The Vonage team can help you analyze your existing messaging workflows and identify the most strategic starting points for RCS implementation. We work with you to prioritize use cases based on potential impact and implementation complexity.

Step 2: Register with Vonage and create your RCS agent

Once you've identified your RCS strategy, the next step is setting up your technical foundation. This involves registering with Vonage and creating your RCS agent — essentially your brand's identity within the RCS ecosystem.

The registration process requires some basic business information, including company details, brand assets like logos and color schemes, and compliance documentation. Think of this as creating your brand's passport for RCS messaging.

Creating your RCS agent involves defining how your brand will appear in customer conversations. This includes your agent name (how customers will see your business identified), your logo (which appears in message threads), and your privacy policy (required for compliance).

Your RCS agent becomes the consistent point of contact for all customer interactions. When customers receive messages from your business, they'll see your branded identity clearly displayed — which builds trust and recognition that SMS simply can't provide.

The technical setup process is streamlined through Vonage solutions. We handle the complex backend integrations, while you focus on defining your brand presentation and messaging strategy.

Step 3: Navigate the verification process

Agent verification is a critical step that ensures your RCS messages are trusted and compliant. This process validates your business legitimacy and adherence to industry regulations. This is essential for maintaining the security and trust that make RCS effective.

The verification process typically involves submitting business identification documents, confirming your company's legal status, and demonstrating compliance with messaging regulations. Different carriers may have specific requirements, but Vonage manages these relationships to streamline the process.

Verification timelines can vary, but planning for this step early in your implementation helps avoid delays. While the verification is being processed, you can continue developing your RCS message templates and workflows.

The verification step might seem like an extra hurdle compared to SMS, but it's actually a significant advantage. Verified RCS agents enjoy higher deliverability rates and stronger customer trust because recipients know the messages are from legitimate businesses.

Step 4: Explore and implement RCS features

With your verified agent in place, you can begin implementing RCS features that align with your strategic goals. This is where the "crawl, walk, run, fly" approach becomes particularly valuable. You can start with basic capabilities and gradually add complexity:

• Basic RCS features include read receipts, which show when customers have seen your messages, and typing indicators that create a more natural conversation flow. These features alone can significantly improve customer service interactions by providing real-time communication context.

• Rich media capabilities allow you to include images, videos, and documents directly in messages. Product announcements become more engaging with visual content, while customer service can share screenshots or instructional videos to resolve issues faster.

• Interactive elements like quick reply buttons and suggested actions transform static messages into dynamic conversations. Customers can respond to appointment reminders, provide feedback, or request additional information with single taps.

• Advanced features include carousel displays for showcasing multiple products, location sharing for service appointments, and calendar integrations for scheduling. These capabilities create app-like experiences within familiar messaging interfaces.

The key is implementing features that directly address your identified use cases rather than trying to use every available capability immediately.

Step 5: Test, optimize, and scale

RCS implementation is an iterative process. Testing your messages across different devices and carriers ensures consistent delivery and formatting. This testing phase helps identify any adjustments needed before full deployment.

Engagement metrics provide valuable insights for optimization. RCS platforms offer detailed analytics, including open rates, interaction rates, and conversion tracking. These metrics help you understand which message types and features resonate most with your audience.

Start with a subset of your customer base or specific use cases, then gradually expand based on performance data. This approach allows you to refine your messaging strategy while minimizing risk.

Customer feedback during testing often reveals opportunities for improvement. Maybe certain button placements work better, or specific visual elements increase engagement. This feedback loop helps you optimize the customer experience continuously.

Advanced RCS applications: Going beyond basic messaging

For businesses ready to "fly" with RCS, advanced applications can create truly differentiated customer experiences. One powerful approach is repurposing existing web chatbots through RCS channels.

If you already have a customer service chatbot on your website, that same intelligence can be deployed through RCS to create rich, interactive messaging experiences. Customers can access the same helpful automation through their familiar messaging app, often with better engagement rates than web-based interactions.

RCS also enables sophisticated customer journey orchestration. You can create multi-step interactions that guide customers through complex processes like onboarding, troubleshooting, or purchasing decisions. Each step can include relevant rich media, interactive options, and personalized content.

Integration with existing CRM and customer service platforms allows RCS to become part of your broader customer experience strategy. Customer interactions through RCS can inform support tickets, update customer records, and trigger automated workflows.

Overcoming common messaging migration concerns

Many businesses hesitate to adopt RCS due to perceived complexity or implementation challenges. Understanding these concerns and their solutions can help accelerate your migration decision.

• "Will this disrupt our existing SMS workflows?" RCS platforms typically include SMS fallback capabilities, ensuring message delivery even to devices that don't support RCS. Your existing SMS infrastructure remains functional as you gradually introduce RCS features.

• "How much technical expertise do we need?" Modern RCS platforms abstract much of the technical complexity. You can create rich, interactive messages through user-friendly interfaces without requiring extensive development resources.

• "What about costs?" While RCS messaging typically costs more than SMS, the enhanced engagement rates and improved customer experience often deliver superior ROI. The ability to reduce customer service volume through better self-service options can offset messaging costs.

• "Will customers understand how to use RCS features?" RCS interfaces are intuitive and built into familiar messaging apps. Interactive elements like buttons and quick replies are self-explanatory, requiring no customer education.

The future of business messaging

RCS adoption is accelerating rapidly. With Apple iOS 18 now supporting RCS natively and carriers continuing to expand infrastructure, the addressable market for RCS messaging is growing significantly.

Early adopters gain competitive advantages through enhanced customer experiences and improved engagement metrics. As RCS becomes more mainstream, businesses that haven't adopted risk appearing outdated or less professional in customer communications.

The messaging landscape is evolving toward richer, more interactive experiences. RCS positions your business at the forefront of this evolution — with you ready to meet rising customer expectations for digital communication.

Ready to make the switch from SMS to RCS?

Migrating from SMS to RCS doesn't have to be a complete overhaul of your messaging strategy. By taking a strategic, phased approach — whether you're ready to crawl, walk, run, or fly — you can enhance your customer communications while building on what already works.

The key is starting with clear goals, choosing the right implementation partner, and focusing on use cases that deliver immediate value. RCS offers powerful capabilities, but success comes from thoughtful implementation rather than feature complexity.

The Vonage RCS solution makes this transition straightforward, managing the technical complexities while you focus on creating engaging customer experiences. Our team can help you develop an RCS strategy that aligns with your business goals and customer needs.

Ready to explore how RCS can transform your customer messaging?

Learn more about RCS Business Messaging with Vonage.