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1 - <a>Rich Communication Services (RCS)</a>is a new messaging standard that allows for high-resolution images, videos, buttons, carousels, and more.

1 + <a>Rich Communication Services (RCS)</a>is an upgraded text format that adds verified sender identity, rich media, and interactive actions in the native messaging app. If RCS is not available for a recipient, messages automatically fall back to SMS/MMS so coverage stays intact.

2 - RCS aims to replace<a>SMS and MMS</a>as a communication protocol standard that combines the universal reach of traditional text messaging with the interactive experience of a mobile app.

2 + RCS has been supported across Android devices for some time, but now that<a>Apple’s iOS 18 supports RCS</a>, the messaging standard is starting to see mainstream adoption.

3 - RCS has been supported across Android devices for some time, but now that<a>Apple’s iOS 18 supports RCS</a>, the messaging standard is starting to see mainstream adoption.

3 + <h2>How RCS differs from SMS and MMS</h2>

4 - <h2>How RCS messaging differs from SMS and MMS</h2>

4 + <a>RCS is an update to SMS and MMS</a>. RCS has a much higher character limit and supports high-resolution images, video, audio, and GIFs. Also, SMS is transmitted via carrier cellular networks, whereas RCS uses cellular data or Wi-Fi like other mobile apps. This means it has more potential for integration with other software such as<a>CRMs</a>and marketing automation platforms.

5 - RCS is an update to SMS and MMS. RCS has a much higher character limit and supports high-resolution images, video, audio, and GIFs. Also, SMS is transmitted via carrier cellular networks, whereas RCS uses cellular data or Wi-Fi like other mobile apps. This means it has more potential for integration with other software such as<a>CRMs</a>and marketing automation platforms.

5 + In practice,<a>SMS</a>is the broad-reach text baseline, MMS adds basic media, and RCS adds richer branded interactivity where device, OS, carrier, and market support exists.

6 - Here’s a closer comparison of the features of<a>RCS, SMS, and MMS:</a>

6 + Use this table as your quick guide to the interactive RCS features available in Klaviyo, and where you can deliver the richest experience right now.

7 - FeatureRCSSMSMMSAvailabilityLimited to RCS-capable devices (Android 5.0 or later and iOS 18 or later) and supported networksPresent on all phonesPresent on all phonesRegions supportedUS, UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, DenmarkWorldwideWorldwideNetwork requirementData connection (cellular or Wi-Fi)Cellular networkCellular networkBusiness verificationYesNoNoBusiness brandingYes (logo, verified badge, website, phone number)Limited to branded phone number types and contact cardsLimited to branded phone number types and contact cardsCharacter limit3,072 characters160 characters1,600 characters (varies by carrier)EmojisYesYesYesMedia supportHigh-resolution images, videos, GIFs, audio filesText onlyStandard images, videos, audio files, GIFsInteractive elementsButtons, carousels, etc.Keyword repliesNoFile transferYes (larger file sizes)NoLimitedQR code supportYesNoNoRead receiptsYesNoNoDelivery receiptsYesYesYesClick receiptsYesPartial (UTM tracking)Partial (UTM tracking)EncryptionYesNoNoVerified and branded sendersYes (company logo, company information page, etc.)Partial (brand Name when using a branded service ID)No<h2>Key features of RCS</h2>

7 + Feature

8 + RCS

9 + SMS

10 + MMS

11 + Availability

12 + Available in supported countries on supported devices

13 + Present on all phones

14 + Present on all phones

15 + Regions supported

16 + US, UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, Denmark

17 + Worldwide

18 + Worldwide

19 + Network requirement

20 + Data connection (cellular or Wi-Fi)

21 + Cellular network

22 + Cellular network

23 + Business verification

24 + Yes

25 + No

26 + No

27 + Business branding

28 + Yes (logo, verified badge, website, phone number)

29 + Limited to branded phone number types and contact cards

30 + Limited to branded phone number types and contact cards

31 + Character limit

32 + 3,072 characters

33 + 160 characters

34 + 1,600 characters (varies by carrier)

35 + Emojis

36 + Yes

37 + Yes

38 + Yes

39 + Media support

40 + High-resolution images, videos, GIFs, audio files

41 + Text only

42 + Standard images, videos, audio files, GIFs

43 + Interactive elements

44 + Buttons, carousels, etc.

45 + Keyword replies

46 + No

47 + File transfer

48 + Yes (larger file sizes)

49 + No

50 + Limited

51 + QR code support

52 + Yes

53 + No

54 + No

55 + Read receipts

56 + Yes

57 + No

58 + No

59 + Delivery receipts

60 + Yes

61 + Yes

62 + Yes

63 + Click receipts

64 + Yes

65 + Partial (UTM tracking)

66 + Partial (UTM tracking)

67 + Encryption

68 + Yes

69 + No

70 + No

71 + Verified and branded senders

72 + Yes (company logo, company information page, etc.)

73 + Partial (brand Name when using a branded service ID)

74 + No

75 + Note:If a recipient cannot receive RCS, Klaviyo automatically falls back to SMS/MMS so your message still gets delivered.

76 + <h2>Key features of RCS</h2>

8 <h3>1. Rich media that converts</h3>

77 <h3>1. Rich media that converts</h3>

9 - RCS supports high-resolution images, videos, GIFs, and audio files that display directly within the message thread. This means you can deliver rich, high-converting content rather than limiting promotions to text.

78 + <a>RCS</a>supports high-resolution images, videos, GIFs, and audio files that display directly within the message thread. This means you can deliver rich, high-converting content rather than limiting promotions to text.

10 <h3>2. Interactive elements that drive action through personalization</h3>

79 <h3>2. Interactive elements that drive action through personalization</h3>

11 CTA buttons, quick replies, and carousels transform passive messaging into an active conversation that converts.

80 CTA buttons, quick replies, and carousels transform passive messaging into an active conversation that converts.

12 For example, you may announce a new product drop with an image carousel and a “shop now” button to drive conversions. You may also generate personalized quick replies that reflect real customer preferences, so you’re making it easy for customers to select an action that makes sense for them.

81 For example, you may announce a new product drop with an image carousel and a “shop now” button to drive conversions. You may also generate personalized quick replies that reflect real customer preferences, so you’re making it easy for customers to select an action that makes sense for them.

13 <h3>3. Business verification that builds trust</h3>

82 <h3>3. Business verification that builds trust</h3>

14 Every RCS business profile includes a verified badge, a brand logo, and business information, which creates immediate recognition and trust. This verification appears prominently with every message, which reduces the risk that customers will mistake legitimate messages for spam.

83 Every RCS business profile includes a verified badge, a brand logo, and business information, which creates immediate recognition and trust. This verification appears prominently with every message, which reduces the risk that customers will mistake legitimate messages for spam.

15 <h3>4. Enhanced analytics for better insights</h3>

84 <h3>4. Enhanced analytics for better insights</h3>

16 - Read receipts and typing indicators provide real-time data on how customers engage with your messages. Unlike SMS, RCS can tell you exactly when customers read your messages and whether they’re actively engaging.

85 + Read receipts and typing indicators provide real-time data on how customers engage with your messages. Unlike SMS, RCS can tell you exactly when customers read your messages and whether they’re actively engaging.

17 <h3>5. Higher throughput</h3>

86 <h3>5. Higher throughput</h3>

18 RCS operates on IP-based data networks (LTE, 5G, or Wi-Fi), enabling higher throughput with faster delivery speeds compared to traditional SMS. This means your time-sensitive messages can reach customers faster, even during high-volume sending periods.

87 RCS operates on IP-based data networks (LTE, 5G, or Wi-Fi), enabling higher throughput with faster delivery speeds compared to traditional SMS. This means your time-sensitive messages can reach customers faster, even during high-volume sending periods.

19 <h2>RCS messaging and security</h2>

88 <h2>RCS messaging and security</h2>

20 - According to Klaviyo’s<a>future of consumer marketing report</a>, strong data protection and security policies are the most important values consumers consider when deciding to shop with a brand they’ve bought from before. RCS messaging delivers a security upgrade that both businesses and customers can appreciate.

89 + According to Klaviyo’s<a>future of consumer marketing report</a>, strong data protection and security policies are the most important values consumers consider when deciding to shop with a brand they’ve bought from before. RCS delivers a security upgrade that both businesses and customers can appreciate.

21 With RCS, security is enhanced through:

90 With RCS, security is enhanced through:

22 <ul><li>Verified business profiles:Verified business profiles are becoming an essential anti-phishing mechanism. When customers can instantly verify that a message is legitimately from your business with a verification badge, they’re much less likely to fall victim to scammers impersonating your brand.</li>

91 <ul><li>Verified business profiles:Verified business profiles are becoming an essential anti-phishing mechanism. When customers can instantly verify that a message is legitimately from your business with a verification badge, they’re much less likely to fall victim to scammers impersonating your brand.</li>

23 <li>Fewer compliance issues:RCS could lead to fewer compliance issues in states like Florida, where regulations such as the<a>FTSA</a>require clear sender identification and easy opt-out options. RCS makes it easier for people to opt out without the need for brands to add “Text STOP to unsubscribe” language, which can eat up precious characters. A more intuitive RCS opt-out process can help streamline compliance with various state-level regulations while improving the customer experience.</li>

92 <li>Fewer compliance issues:RCS could lead to fewer compliance issues in states like Florida, where regulations such as the<a>FTSA</a>require clear sender identification and easy opt-out options. RCS makes it easier for people to opt out without the need for brands to add “Text STOP to unsubscribe” language, which can eat up precious characters. A more intuitive RCS opt-out process can help streamline compliance with various state-level regulations while improving the customer experience.</li>

24 - </ul>That said, while RCS offers enhanced security features, businesses still need to follow standard data protection regulations like<a>General Data Protection Regulation (GDPR)</a>and California Consumer Privacy Act (CCPA) when collecting and using customer data.

93 + </ul>That said, while RCS offers enhanced security features, businesses still need to follow standard data protection regulations like<a>General Data Protection Regulation (GDPR)</a>and California Consumer Privacy Act (CCPA) when collecting and using customer data.

25 <h2>Implementing RCS for businesses</h2>

94 <h2>Implementing RCS for businesses</h2>

26 - Getting started with RCS messaging doesn’t need to be complicated, but it does require some strategic planning. Here’s how to implement RCS effectively for your business:

95 + Getting started with RCS for business doesn’t need to be complicated, but it does require some strategic planning. Here’s how to implement RCS effectively for your business:

27 <h3>1. Set up your RCS business profile</h3>

96 <h3>1. Set up your RCS business profile</h3>

28 Your RCS business profile is the foundation of your messaging strategy-it’s what customers will see every time you reach out. This typically involves registering with an RCS provider and completing a verification process to establish your brand identity.

97 Your RCS business profile is the foundation of your messaging strategy-it’s what customers will see every time you reach out. This typically involves registering with an RCS provider and completing a verification process to establish your brand identity.

29 When setting up your profile, you’ll include:

98 When setting up your profile, you’ll include:

30 <ul><li>Your brand logo (high resolution for clear display)</li>

99 <ul><li>Your brand logo (high resolution for clear display)</li>

31 <li>Your business name as you want it to appear to customers</li>

100 <li>Your business name as you want it to appear to customers</li>

32 <li>Your website URL</li>

101 <li>Your website URL</li>

33 <li>Any other identifying information that builds trust</li>

102 <li>Any other identifying information that builds trust</li>

34 </ul>The verification process helps reduce opt-outs because customers immediately recognize your messages as legitimate. This is especially valuable for brands that have struggled with message deliverability in the past.

103 </ul>The verification process helps reduce opt-outs because customers immediately recognize your messages as legitimate. This is especially valuable for brands that have struggled with message deliverability in the past.

35 <h3>2. Create effective RCS content</h3>

104 <h3>2. Create effective RCS content</h3>

36 RCS content creation requires thinking beyond text-only messages. Since you can now make use of high-quality images, videos, and<a>interactive elements</a>, consider adapting your content strategy to include:

105 RCS content creation requires thinking beyond text-only messages. Since you can now make use of high-quality images, videos, and<a>interactive elements</a>, consider adapting your content strategy to include:

37 <ul><li>Images that show off your products in high resolution</li>

106 <ul><li>Images that show off your products in high resolution</li>

38 <li>Shoppable messages that use carousels, buttons, and<a>branded visuals to drive action</a></li>

107 <li>Shoppable messages that use carousels, buttons, and<a>branded visuals to drive action</a></li>

39 <li>Personalized replies that trigger automated messages or gather additional customer data</li>

108 <li>Personalized replies that trigger automated messages or gather additional customer data</li>

40 </ul>You can still send simple texts with RCS, but you can get the most out of the medium with rich media elements like image carousels,<a>interactive buttons</a>, and suggested responses. Still, this flexibility makes it easy to choose the right format for each type of message.

109 </ul>You can still send simple texts with RCS, but you can get the most out of the medium with rich media elements like image carousels,<a>interactive buttons</a>, and suggested responses. Still, this flexibility makes it easy to choose the right format for each type of message.

41 <h3>4. Test and optimize your strategy</h3>

110 <h3>4. Test and optimize your strategy</h3>

42 As with any new marketing channel, testing is crucial for RCS success. Start with smaller segments of your audience and track key metrics to understand:

111 As with any new marketing channel, testing is crucial for RCS success. Start with smaller segments of your audience and track key metrics to understand:

43 <ul><li>Which message formats drive the highest engagement</li>

112 <ul><li>Which message formats drive the highest engagement</li>

44 <li>Which interactive elements get the most clicks</li>

113 <li>Which interactive elements get the most clicks</li>

45 <li>How RCS performs compared to your SMS campaigns</li>

114 <li>How RCS performs compared to your SMS campaigns</li>

46 <li>Which types of content benefit most from RCS features</li>

115 <li>Which types of content benefit most from RCS features</li>

47 </ul>Take advantage of RCS read receipts and click tracking to gather insights that weren’t previously available with standard SMS.

116 </ul>Take advantage of RCS read receipts and click tracking to gather insights that weren’t previously available with standard SMS.

48 <h3>5. Consider regional availability</h3>

117 <h3>5. Consider regional availability</h3>

49 When planning your RCS implementation, be aware of regional availability. While RCS support is growing globally, availability varies by country and carrier. Initially, focus your RCS efforts on markets with strong support, including the US, the UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, and Denmark.

118 When planning your RCS implementation, be aware of regional availability. While RCS support is growing globally, availability varies by country and carrier. Initially, focus your RCS efforts on markets with strong support, including the US, the UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, and Denmark.

50 For markets with limited RCS support, maintain your SMS strategy while monitoring RCS adoption rates. Note that if a customer’s device or carrier doesn’t support RCS, Klaviyo automatically falls back to SMS or MMS, ensuring your message always gets delivered.

119 For markets with limited RCS support, maintain your SMS strategy while monitoring RCS adoption rates. Note that if a customer’s device or carrier doesn’t support RCS, Klaviyo automatically falls back to SMS or MMS, ensuring your message always gets delivered.

51 <h2>RCS for customer service</h2>

120 <h2>RCS for customer service</h2>

52 - <a>Customer service</a>is rapidly evolving from a cost center to a loyalty driver, and RCS messaging can make this transformation even more pronounced. RCS can lead to more<a>two-way conversations</a>between brands and customers, complete with typing indicators and read receipts that make interactions feel more natural.

121 + <a>Customer service</a>is rapidly evolving from a cost center to a loyalty driver, and RCS can make this transformation even more pronounced. RCS can lead to more<a>two-way conversations</a>between brands and customers, complete with typing indicators and read receipts that make interactions feel more natural.

53 Here are some ways RCS can be applied to key customer service touchpoints:

122 Here are some ways RCS can be applied to key customer service touchpoints:

54 <ul><li>Visual order tracking:Replace basic text notifications with interactive shipping updates showing package location maps, real-time status updates, and delivery management options all within the message.</li>

123 <ul><li>Visual order tracking:Replace basic text notifications with interactive shipping updates showing package location maps, real-time status updates, and delivery management options all within the message.</li>

55 <li>Self-service integration:Embed actionable buttons that make it easy for customers to check order status, initiate returns, browse FAQs, or contact support without leaving their messaging app.</li>

124 <li>Self-service integration:Embed actionable buttons that make it easy for customers to check order status, initiate returns, browse FAQs, or contact support without leaving their messaging app.</li>

56 <li>Rich media troubleshooting:When customers send images or videos showing product issues, agents can respond with visual guides or step-by-step instructions, often resolving problems in a single exchange.</li>

125 <li>Rich media troubleshooting:When customers send images or videos showing product issues, agents can respond with visual guides or step-by-step instructions, often resolving problems in a single exchange.</li>

57 <li>Intuitive automation:Create chatbot experiences with suggested quick replies and visual menus that feel natural rather than frustrating, encouraging simple taps instead of memorized keywords.</li>

126 <li>Intuitive automation:Create chatbot experiences with suggested quick replies and visual menus that feel natural rather than frustrating, encouraging simple taps instead of memorized keywords.</li>

58 </ul>The real power of RCS comes from combining these elements into cohesive customer service experiences. Imagine an order confirmation that includes visual tracking, self-service options, product information, and an easy path to human support-all in a single, branded message thread that customers can reference whenever they need to.

127 </ul>The real power of RCS comes from combining these elements into cohesive customer service experiences. Imagine an order confirmation that includes visual tracking, self-service options, product information, and an easy path to human support-all in a single, branded message thread that customers can reference whenever they need to.

59 - <h2>RCS for marketing </h2>

128 + <h2>RCS for marketing</h2>

60 - Marketing in a mobile-first world requires reaching customers where they’re most engaged. RCS messaging creates compelling experiences directly in their messaging inbox, where people already spend much of their time.

129 + Marketing in a mobile-first world requires reaching customers where they’re most engaged. RCS creates compelling experiences directly in their messaging inbox, where people already spend much of their time.

61 Here’s how RCS can elevate some of your existing marketing tactics:

130 Here’s how RCS can elevate some of your existing marketing tactics:

62 <h3>Messages become shoppable experiences</h3>

131 <h3>Messages become shoppable experiences</h3>

63 - With carousels, buttons, and branded visuals, RCS messages feel more like a mobile storefront than a text. You’re not just sending a message-you’re driving a sale. Create shoppable experiences with:

132 + With carousels, buttons, and branded visuals,<a>RCS messages</a>feel more like a mobile storefront than a text. You’re not just sending a message-you’re driving a sale. Create shoppable experiences with:

64 <ul><li>High-resolution image carousels showing product details</li>

133 <ul><li>High-resolution image carousels showing product details</li>

65 <li>Short video demonstrations of the product in action</li>

134 <li>Short video demonstrations of the product in action</li>

66 <li>Interactive feature exploration</li>

135 <li>Interactive feature exploration</li>

67 <li>CTA buttons that drive immediate conversion</li>

136 <li>CTA buttons that drive immediate conversion</li>

68 - </ul><ul><li>Countdown timers showing when offers expire</li>

137 + <li>Countdown timers showing when offers expire</li>

69 <li>Category browsing buttons for easy navigation</li>

138 <li>Category browsing buttons for easy navigation</li>

70 </ul><h3>Personalized recommendations gain visual impact</h3>

139 </ul><h3>Personalized recommendations gain visual impact</h3>

71 When a customer purchases running shoes, for example, you can send a tailored message featuring:

140 When a customer purchases running shoes, for example, you can send a tailored message featuring:

72 <ul><li>Complementary products like socks and shorts in a swipeable carousel</li>

141 <ul><li>Complementary products like socks and shorts in a swipeable carousel</li>

73 <li>Weather-appropriate gear based on location</li>

142 <li>Weather-appropriate gear based on location</li>

74 <li>Items from collections they’ve previously shown interest in</li>

143 <li>Items from collections they’ve previously shown interest in</li>

75 <li>One-tap add-to-cart functionality</li>

144 <li>One-tap add-to-cart functionality</li>

76 </ul><h3>Conversations gather more customer data</h3>

145 </ul><h3>Conversations gather more customer data</h3>

77 Suggested replies turn every message into a learning opportunity. Use replies to improve segmentation through:

146 Suggested replies turn every message into a learning opportunity. Use replies to improve segmentation through:

78 <ul><li>Size preference options</li>

147 <ul><li>Size preference options</li>

79 <li>Product interest selection</li>

148 <li>Product interest selection</li>

80 <li>Lifestyle questions</li>

149 <li>Lifestyle questions</li>

81 <li>Shifting preference options</li>

150 <li>Shifting preference options</li>

82 </ul><h3>Abandoned cart recovery becomes more effective</h3>

151 </ul><h3>Abandoned cart recovery becomes more effective</h3>

83 Rather than text-only reminders, RCS expands the standard abandoned cart automation with:

152 Rather than text-only reminders, RCS expands the standard abandoned cart automation with:

84 <ul><li>Product images that reignite interest</li>

153 <ul><li>Product images that reignite interest</li>

85 <li>Size, color, and quantity information</li>

154 <li>Size, color, and quantity information</li>

86 <li>Applied discount reminders</li>

155 <li>Applied discount reminders</li>

87 <li>CTA buttons for frictionless check-out</li>

156 <li>CTA buttons for frictionless check-out</li>

88 </ul>RCS also enhances event marketing with calendar integration, map functionality, and RSVP buttons, while loyalty programs gain visual engagement through point trackers, reward catalogs, and membership tier visualizations.

157 </ul>RCS also enhances event marketing with calendar integration, map functionality, and RSVP buttons, while loyalty programs gain visual engagement through point trackers, reward catalogs, and membership tier visualizations.

89 The most successful RCS marketing strategies combine multiple elements in coordinated campaigns that guide customers from awareness to purchase with consistent branding and interactive elements throughout their journey.

158 The most successful RCS marketing strategies combine multiple elements in coordinated campaigns that guide customers from awareness to purchase with consistent branding and interactive elements throughout their journey.

90 <h2>RCS: the future of mobile messaging</h2>

159 <h2>RCS: the future of mobile messaging</h2>

91 - With Apple’s iOS 18 support creating mainstream adoption, RCS messaging has reached a tipping point. Brands that adopt RCS early can gain significant competitive advantages such as:

160 + With Apple’s iOS 18 support creating mainstream adoption, RCS has reached a tipping point. Brands that adopt RCS early can gain significant competitive advantages such as:

92 <ul><li>Higher conversion rates with interactive elements as shoppable experiences</li>

161 <ul><li>Higher conversion rates with interactive elements as shoppable experiences</li>

93 <li>Enhanced visual storytelling with high-resolution images and video</li>

162 <li>Enhanced visual storytelling with high-resolution images and video</li>

94 <li>Deeper text analytics with read receipts and interaction tracking</li>

163 <li>Deeper text analytics with read receipts and interaction tracking</li>

95 <li>A trusted brand presence with verified profiles and rich media</li>

164 <li>A trusted brand presence with verified profiles and rich media</li>

96 - </ul>RCS messaging is more than just a technical upgrade-it’s a fundamental shift in how brands can communicate with customers through mobile. As RCS becomes a standard way to communicate, more brands will begin to offer elevated customer experiences through the channel.

165 + </ul>RCS is more than just a technical upgrade-it’s a fundamental shift in how brands can communicate with customers through mobile. As RCS becomes a standard way to communicate, more brands will begin to offer elevated customer experiences through the channel.

97 - Early adopters, however, will have an advantage. Brands that get a head start will be in a better position to exceed customer expectations by offering the personalized brand experiences they’ve come to expect. RCS is one of the best ways to offer the kind of experience not many brands are currently creating for their customers.

166 + Early adopters, however, will have an advantage. Brands that get a head start will be in a better position to exceed customer expectations by offering the personalized brand experiences they’ve come to expect. RCS is one of the best ways to offer the kind of experience not many brands are currently creating for their customers.

167 + Ready to see how RCS messaging can transform your marketing and customer service?

168 + <a>Request a demo</a>

169