Other options: SMS and MMS vs. OTT and RCS

We’ve answered the question of MMS versus SMS, but what are some alternatives? Let’s turn our attention to MMS and SMS vs. RCS and OTT. (Don’t worry, we’ll explain those extra acronyms shortly.)

SMS is useful for quick alerts or notices, such as appointment reminders, shipping notifications, and authentication codes. The concise nature of the messages makes them a good way to grab a customer’s attention. MMS messages are ideal when you need a visual element to promote products or advertise events.

However, there are some drawbacks. For example, SMS restricts the length of your text, with the risk of it being split into multiple messages and confusing the recipient. And even with MMS, you can’t see when someone has picked up your message.

OTT messaging apps: A powerful alternative

One alternative is to use OTT (over the top) applications instead. OTT applications are better known as instant messaging apps, like WhatsApp, iMessage, and Facebook Messenger.

The OTT name comes from the fact that they operate “above” or “over the top” of mobile networks, without requiring a cellular network connection themselves. Instead, they use Internet Protocol (IP) technology. (This means you need an internet connection to use them.)

According to a report by Statista, the number of mobile phone messaging app users worldwide is expected to reach 4.6 billion by 2026. The ability to set up group chats is one reason for their popularity, as you can’t do this with either SMS or MMS.

OTT apps don’t have any file size limitations, so you can freely share multiple large multimedia files. They also include audio and video calling capabilities. You’ll also receive confirmation every time a message is delivered and read.  

These apps tend to come with robust security features like end-to-end encryption. And they’re free to use, as long as you’re on a WiFi connection and don’t use your mobile data. (That’s actually not too different from SMS and MMS, since many U.S. carriers offer plans with unlimited texting.)

Limitations of OTT for business use

Unlike SMS and MMS, which are built into modern cell phones, you’ll need to download OTT apps from the iOS or Android app store (although iPhones come with iMessage enabled). And you can only send messages and content to people who have also downloaded the app.  

In a business context, this is more restrictive than using SMS and MMS, where you can reach most of your customers. With various OTT apps to choose from, you won’t know who’s using what. Plus, some OTT messaging applications don't allow you to send bulk texts via automation.

Those of your customers who don’t have a smartphone or internet connection won’t be able to receive MMS or OTT messages. SMS is fine for reaching people in areas with little internet coverage, but there is yet another, more inclusive option that may be better for business use: RCS.

RCS: The modern upgrade to SMS and MMS

RCS stands for Rich Communication Services, and it’s the new kid on the block. It’s an advanced messaging protocol that builds on and enhances the functionality of SMS and MMS, offering more features and higher security for a better user experience.

One key advantage is that you don’t need to download an app to use RCS — you can communicate with anyone as long as you have their phone number. And if the recipient’s device isn’t RCS-enabled, the message defaults to SMS. The 9% of U.S. adults who don’t own smartphones can still receive your communications.

The service allows you to send messages up to 3,072 characters, alongside multimedia files. It also includes interactive elements, such as suggested replies and action buttons for making a purchase or scheduling an appointment, and enables group chats.

Conveniently, this all happens inside the default messaging application for receiving SMS messages — in other words, exactly where your customers would already expect to hear from you.

Why RCS is a smart choice for businesses

All RCS messages contain your verified business name and logo, so customers can trust their legitimacy. If you’re using SMS for two-way communications, the recipient only sees a phone number or a short code — so they may not realize it’s from your brand, and might even wonder if it’s a scam.

With SMS and MMS, it’s hard to know if a text campaign has been successful, since you can’t see when someone has read the message. But RCS gives you this information, as well as tracking delivery status.

Forget SMS vs. MMS: RCS may be the future of your business messaging

Text-based messages are a great way to convey key information to your customers and prospects, whether it’s a short SMS reminder, an MMS image, or a large file sent via an OTT app. But all three methods have their downsides when used in isolation.

The good news is, you don’t need to decide between OTT vs. MMS vs. SMS messages — you can have the best of all worlds with RCS.

As the new default messaging standard on carrier-provided smartphones, RCS may be the future of business messaging. It’s supported by most modern smartphones and all the major North American carriers, with almost 2.5B Android and Apple devices now RCS-enabled.

RCS allows you to send longer messages and larger files, start a group chat, and interact with customers in their built-in messaging application, with no need to download another app. By choosing Vonage Messages API, you can embed RCS into your applications.

You can then integrate multiple messaging platforms in one place, including SMS, MMS, and WhatsApp, alongside RCS. This helps you communicate with customers on their preferred platforms and mix and match message formats to suit your marketing strategy. 

What if a customer doesn’t yet have RCS? Vonage Messages API includes an automatic failover feature, so if RCS isn’t available, your message can default to SMS. It also lets you analyze the results and profitability of your conversational marketing campaigns through a reporting dashboard.

Get in touch today to learn how you can elevate SMS to RCS business messaging with Vonage.