SMS vs. RCS for business messaging: Choosing the right channel for maximum impact

Whether you’re exploring omnichannel messaging or comparing RCS vs. SMS for business messaging, this guide covers everything from customer engagement to message analytics.

• SMS is unbeatable for urgent, universal, text-only communications — reaching every mobile device, everywhere.

• RCS is the modern upgrade, unlocking interactive, branded, and media-rich messaging — now available on Android and Apple iOS 18+ in many markets.

• Most businesses see the best results with a hybrid approach: SMS for essential reach and reliability, RCS for driving deeper engagement, conversions, and brand experiences.

• Did you know? RCS messages drive up to 35x higher open rates than email and 72% of consumers are more likely to purchase after a real-time conversation.

• First step: Check your audience’s device mix and choose a messaging provider that delivers both SMS and RCS with seamless fallback — future-proofing your communication strategy.

Discover exactly how SMS and RCS compare for business communications: reach, features, costs, and real-world business impact:

• The business case for SMS, RCS, or both — so you can maximize ROI and engagement.

• Practical scenarios: When to use each channel, and why.

• How to future-proof your strategy with hybrid, omnichannel solutions (including seamless SMS fallback and RCS upgrades).

By the end, you’ll know exactly which messaging approach gives your brand a competitive edge — and how to launch or scale it with minimal friction.

What is RCS messaging?

Rich Communication Services (RCS) is the next evolution of SMS, designed to deliver modern, interactive messaging experiences directly to users’ default messaging apps.

Unlike SMS, which is text-only and sent over cellular networks, RCS uses an internet connection (mobile data or Wi-Fi) and enables you to:

• Send high-resolution images, videos, carousels, and files (up to 100MB).

• Include branded elements, like your logo and verified sender info, to build trust and recognition.

• Add interactive features — quick reply buttons, suggested actions, group chat, typing indicators, and read receipts.

• Track user engagement with real-time delivery and read analytics.

• Send longer, more detailed messages. With a generous 3,072 character limit, RCS lets you deliver richer content in a single message, reducing fragmentation and boosting engagement.

RCS brings the power of apps like WhatsApp or iMessage to your business messaging — but with no extra app downloads needed. Customers get a rich, branded experience right in their native messaging app, whether they’re on Android or the latest iPhones (iOS 18+ in supported regions).

RCS messaging features enable branded messaging, interactive messaging, and robust message analytics — all critical for customer engagement and modern mobile marketing.

They let your brand go far beyond plain text, offering the kind of modern messaging experience today’s customers expect.

Pro tip: RCS also includes automatic fallback to SMS. If a customer’s device or carrier doesn’t support RCS, your message is delivered as a standard SMS or MMS, so you never lose touch.

Here are some key RCS features and capabilities.

Benefits of RCS for business messaging channels

RCS gives companies a competitive edge by making business messaging more interactive, personal, and effective than ever before. Here’s why more brands are upgrading to RCS in 2025:

• Higher conversion rates:
  RCS messaging drives conversion rates as high as 80 percent. With interactive features like rich media, instant replies, and branded experiences, RCS makes it easy for customers to engage and take action in real time — resulting in dramatically higher conversions compared to traditional SMS.

• Boost engagement:
  74% of people are more likely to engage with a brand through RCS versus standard SMS.

• Skyrocket open rates:
  Customers are 35x more likely to read RCS messages than emails, giving your campaigns an edge in a crowded inbox world.

• Stronger branding and customization:
  RCS allows you to send messages from a verified sender profile, complete with your logo, business name, and branding. This increases customer trust and reduces the risk of spoofing or spam.

• Deeper customer interaction:
  Share carousels, images, videos, and add interactive buttons (“Buy Now,” “Book a Demo,” “Get Support”) to drive direct action from customers — right in the conversation.

• Reliable delivery (even if RCS isn’t supported:
  If a customer’s device or carrier doesn’t support RCS, messages automatically fail over to SMS, so every customer receives your message.

• Cost efficiency:
  RCS supports up to 3,072 characters and multimedia in a single message. This means fewer, richer messages — and lower costs compared to sending multiple SMS.

• Actionable analytics:
  Track message delivery, reads, and customer interactions instantly, helping you optimize campaigns and prove ROI. Message analytics let you optimize every messaging channel and improve your business results.

Pro tip: Vonage RCS is easy to launch — no extra onboarding fees or minimums, and you can manage SMS, RCS, and other valuable channels from one simple API.

Disadvantages of RCS

(... and how to overcome them)

While RCS is transforming mobile messaging, there are a few limitations to keep in mind:

Limited device and carrier support (for now)

• Not all mobile devices or carriers support RCS — especially older phones and some basic feature phones.

• How to overcome: Use a messaging API that automatically detects if a device is RCS-enabled and falls back to SMS when RCS isn’t available, ensuring every customer gets your message.

Requires internet or mobile data

• RCS needs Wi-Fi or mobile data to send/receive messages, so it won’t work offline.

• How to overcome: For critical or time-sensitive messages, rely on SMS as the fallback — your API should handle this automatically.

User must opt-in and enable RCS/chat features

• RCS features work only if the recipient has “chat features” enabled on their device.

• How to overcome: Educate customers with an onboarding message or campaign (“Enable chat features for a richer experience!”). SMS is still delivered if RCS is unavailable.

Encryption gaps in business messaging

• RCS messages are encrypted in transit, but full end-to-end encryption is only available for 1:1 chats on some devices (mainly Android).

• How to overcome: Don’t use RCS for highly sensitive information; for 2FA, combine with app-based authentication for added security.

Knowledge gap (user awareness)

• Some customers (and businesses!) aren’t familiar with RCS or its benefits.

• How to overcome: Use your initial RCS campaign(s) to explain RCS’s value (“Tap here for a richer messaging experience!”). 

Regional rollout

• Apple’s RCS support is still rolling out by market and carrier, so iOS coverage may be limited in some areas as of 2025.

• How to overcome: SMS ensures global reach until full coverage is available.

Bottom line: Most drawbacks are minimized by using a smart API which detects device support and automatically sends as SMS if needed.

What is SMS?

SMS (Short Message Service) is the most established and widely used mobile messaging technology. It enables users and businesses to send simple, text-based messages up to 160 characters over the cellular network — no internet or app required.

Essentially, the user types a short message into their phone, which sends it to the intended recipient across the cellular phone network. SMS is so commonplace that many businesses deploy an SMS API to develop their own customized SMS campaign solutions, so it’s still relevant as a component of a successful marketing strategy.

Why is SMS still relevant?

• SMS works on virtually every mobile device, from basic phones to smartphones.

• No setup, download, or special configuration is needed.

• SMS is the default channel for urgent, time-sensitive communication worldwide.

Why do businesses still rely on SMS?

• Universal reach:
  Nearly every mobile phone in the world can receive SMS, making it the channel with the broadest reach for customer engagement.

• Phenomenal open rates:
  SMS achieves a 98% open rate and 90% of messages are read within three minutes — far outperforming email and push notifications.

• High engagement and monetization:
  Brands using SMS see a 139% increase in engagement and up to 1,566% more monetization compared to sending no messages at all.

• Conversion power:
  Case studies show SMS drives 3X more purchases versus push notifications and delivers up to 10% conversion rates on promotional campaigns.

• Instant impact:
  SMS is ideal for urgent alerts, appointment reminders, order tracking, and fraud notifications, with messages typically read and acted on right away.

• Personal and direct:
  Consumers see SMS as more personal than email, making it a powerful tool for building brand loyalty.

• Marketing mix synergy:
  SMS can amplify your cross-channel marketing strategy, reactivating lapsed users and increasing conversions for other digital channels.

Pro tip: Use SMS for appointment reminders, urgent service alerts, order updates, exclusive discounts, and time-sensitive offers - knowing your message will almost always be seen.

All data and examples sourced from Braze: A Complete Guide to Engaging Your High-Value Customers with SMS Marketing)

Benefits of SMS

Despite the rise of messaging apps and new communication technologies, SMS remains one of the most trusted, effective, and essential channels for business-to-customer engagement. 

Here’s why SMS continues to deliver value for brands around the world:

• Massive open rates:
  SMS achieves a 98% open rate, and 90% of messages are read within just three minutes — making it the most effective way to ensure customers see urgent communications. 

• Proven engagement & revenue impact:
  Brands using SMS as part of their marketing mix can increase engagement by 139% and monetization by 1,566%.

• Universal reach:
  Nearly every mobile phone in the world can receive SMS, so you can reach customers regardless of device or location.

• Immediacy & action:
  With most messages opened and read in minutes, SMS is ideal for time-sensitive notifications, authentication codes, order updates, and flash sales.

• Personal, trusted channel:
  SMS is a direct and personal communication method, often used for account updates, reminders, exclusive offers, and feedback collection.

• Cross-channel synergy:
  Adding SMS to your marketing strategy increases conversions for your other channels (such as email and push), and can drive 3x more purchases compared to push notifications alone (as seen in KFC Australia's campaign with Braze).

Pro tip: SMS is highly regulated. Always use clear opt-in/opt-out mechanisms and ensure compliance with local messaging laws.

Is RCS or SMS better for text marketing?

Both RCS and SMS have their strengths for business messaging — but the best choice depends on your goals, your audience, and the features you need.

Use SMS if:

• Achieving the widest possible reach is essential (all mobile phones, global)

• You need to send simple, urgent, or transactional text-only messages

• You require delivery even in areas with poor data connectivity

• Your campaign must comply with strict or simple opt-in regulations

Use RCS if:

• Visual appeal and branded interactions are key to your campaign

• You want to use media-rich content (images, videos, carousels, buttons)

• Two-way customer engagement and real-time feedback matter

• You need deeper analytics on engagement, reads, and interactions

• Your audience uses RCS-enabled devices (Android, iOS 18+ in supported markets)

Pro Tip: The best approach for most businesses in 2025 is a hybrid strategy — use RCS where available for rich engagement, and SMS everywhere else for coverage.

What can SMS vs. RCS offer your business?

Choosing the right messaging channel is about meeting customers where they are and delivering the best possible experience at every touchpoint. Here’s how SMS and RCS support real-world business needs — and why an integrated, omnichannel approach makes sense for brands in 2025.

Text marketing and interactive messaging are transforming business communications, driving higher engagement across every messaging channel.

SMS: Reliable reach for critical communication

• Order and delivery alerts:
  Retailers and logistics providers can instantly notify customers of flash sales, delivery updates, or order confirmations — even in areas with no internet access or on basic phones.
  
  Example: “Your package will arrive today between 3–5 pm. Reply YES to confirm.”
  

• Appointment reminders and authentication:
  Healthcare, finance, and service businesses rely on SMS for reminders, account verifications, and urgent security alerts.
  
  Example: “Your appointment with Dr. Smith is on 7/25 at 10 am. Reply YES to confirm.”
  

• Benefits:
  Universal device support, instant delivery, compliance management, and high open rates (98%+).

RCS: Rich, interactive, and branded customer engagement

• Marketing campaigns with visual impact:
  Ecommerce brands can send interactive carousels, images, and quick-action buttons for new product launches or special events — directly to customers’ default messaging app.
  
  Example: “Explore our summer collection — swipe to view and tap to shop.”

• Order tracking and upsells:
  Food delivery or travel companies can provide live order status, maps, and “Add Dessert” or “Upgrade Seat” buttons — boosting engagement and conversions in a seamless, branded experience.

• Customer support automation:
  Service providers can enable rich, conversational support with real-time typing indicators, read receipts, and suggested replies.

• Benefits:
  Advanced analytics, verified sender branding, deeper customer interaction, and SMS failover for full coverage. Discover how RCS messaging transforms customer engagement with interactive, branded conversations that drive higher conversions, unlock deeper insights, and give your brand a standout presence in every customer’s inbox.

Integrated messaging: The omnichannel advantage

Omnichannel messaging solutions allow businesses to combine SMS fallback, RCS, WhatsApp, and more — creating a seamless experience with a single messaging API.

A modern messaging API allows you to:

• Combine SMS, RCS, WhatsApp, Messenger, and more into a single campaign, adapting automatically to each customer’s device and preferences.

• Test and optimize content and channel with built-in analytics and segmentation tools.

• Ensure compliance and delivery globally, with features like automatic fallback to SMS if RCS or data is unavailable.

For a deeper dive into integration, broadcasting, and analytics, check out Vonage Messages API.

Example: Hybrid campaign in action

Imagine a fitness brand running a membership renewal campaign:

• RCS users get a branded, interactive message with renewal options, FAQ buttons, and a “Book a Free Class” carousel.

• Customers on older devices automatically receive a clear SMS with a renewal link and a customer support reply option.

• The marketing team tracks engagement and conversions across both channels in one dashboard.

• Modern messaging APIs streamline omnichannel messaging — combining RCS, SMS, and other channels with seamless fallback and analytics.

What this means for your business:

• SMS ensures you reach every customer, everywhere, for urgent, essential, or compliance-driven communications.

• RCS unlocks richer, branded, and interactive messaging — ideal for engagement, conversions, and customer experience.

• Omnichannel APIs let you run both together — delivering the best possible message to every customer, automatically.

Pro tip: Start by analyzing your audience device mix. Use SMS as your safety net, and ramp up RCS for your most engaged, mobile-first customers.

Which devices and media support SMS and RCS?

SMS:

• Works on every mobile phone, from basic feature phones to the latest smartphones.

• No app, data plan, or Wi-Fi required — just a standard cellular connection.

• All global carriers and regions support SMS by default.

RCS:

• Supported on most modern Android smartphones (Android 5.0/Lollipop and above) and, as of iOS 18, rolling out to iPhones in supported regions.

• Requires an internet connection (Wi-Fi or mobile data) and that the “chat features” or RCS support is enabled in the device’s messaging app.

• Not available on older phones or feature phones that do not run Android or iOS 18+.

Let's look at the types of content you can send.

How to check device compatibility

• Android users: Go to the default “Messages” app, tap settings, and look for “Chat features” or “RCS.”

• iPhone users (iOS 18+): RCS will appear in the native Messages app, but availability depends on region and carrier rollout.

• Everyone else: SMS is always available as the fallback channel.

Pro tip: When using a modern messaging API, you don’t need to worry about who gets what — your message will automatically be sent as RCS where supported, and as SMS everywhere else.

Why RCS is the future of business messaging

As customer expectations for personalization, speed, and interactivity keep rising, RCS is quickly emerging as the new standard for business messaging.

Key reasons RCS is the future:

• Modern mobile experience:
  RCS brings features customers love in chat apps (rich media, quick replies, read receipts, group chat, branding) right into their native texting app — no downloads required

• Business growth and engagement:
  Studies show RCS business messaging can drive 3x higher engagement rates and up to 42% more clicks compared to traditional SMS campaigns. Rich, branded content builds trust and helps you stand out in crowded inboxes.

• Apple’s adoption:
  RCS adoption is accelerating, especially with Apple’s support for RCS in iOS 18, unlocking richer messaging for a wider audience. For the first time, rich, interactive experiences are possible for the majority of smartphone users worldwide.

• Automated channel optimization:
  Modern APIs allow you to send RCS where supported, while automatically falling back to SMS for maximum reach and reliability — no extra effort needed.

• Analytics and insights:
  RCS lets you see message opens, clicks, responses, and more, so you can fine-tune campaigns in real time and prove ROI.

• Scalability:
  RCS is designed for high-volume use cases, supporting everything from marketing promotions to conversational commerce, customer support, and two-factor authentication — all with advanced security features.

Market momentum:
A study from Juniper Research predicts RCS business messaging traffic will hit 50 billion messages globally in 2025. Adoption is being driven by brands in retail, travel, healthcare, financial services, and more.

Bottom line:
While SMS still has its place for reach and reliability, RCS is quickly becoming essential for brands that want to lead in customer engagement, drive conversions, and future-proof their messaging strategy.