This article is a guest post by our partner CleverTap, part of a collaborative series between 8×8 and CleverTap.
The Power of RCS for Business Messaging at Scale
Marketers, if you’re looking for an interactive way to extend your brand’s reach without adding friction, RCS (Rich Communication Services) should be on your radar. With native support across 90%+ of Android devices, and Apple joining the party with iOS 18, the potential user base for RCS is likely to expand considerably. Since RCS eliminates the need for additional app downloads, this results in easier access to mobile-first audiences, especially in emerging markets where Android dominates and app fatigue is prevalent among users.
This kind of scale has real business value. Globally, over one billion users have access to RCS, and according to Google, RCS messages enjoy delivery rates of 98%, read rates above 35%, and conversion uplifts of 20–30% compared to traditional SMS. In India alone, RCS campaigns during Cyber Monday saw a staggering 1455% increase in engagement.
But RCS isn’t just about reach; it’s about richness. You can turn static texts into interactive, branded experiences: think product carousels, video demos, clickable CTAs, and verified sender profiles. It’s your next high-performing marketing channel, with the feel of an app, but delivered through the native messaging inbox.
For global marketers, RCS offers three key advantages in one channel: reach, richness, and results.
Cultural Adaptation with Localized Messaging
A global message won’t move the needle if it doesn’t resonate locally. That’s where RCS shines. It gives you the flexibility to localize content based on region, language, cultural behavior, and real-time user data. Whether it’s a Chinese New Year holiday promotion in Southeast Asia or a product launch tailored to Spanish & Portuguese speakers in Latin American, RCS enables hyper-personalized communication that feels close to home.
Imagine a Chinese New Year campaign in Southeast Asia, where you can greet users with personalized Mandarin greetings, vibrant red-and-gold visuals, and easy “Shop Now” buttons—delivered straight to their inboxes. Or a Latin American product launch featuring Spanish or Portuguese messaging, dynamic carousels showcasing relevant features, and local payment options. With RCS, your brand meets customers where they are—culturally and contextually.
A strong example of this comes from Fintonic, a Spanish fintech company. By running a localized RCS campaign that aligned with regional financial habits and preferences, they achieved a 15 percent conversion rate. This was more than 2.5 times higher than what they saw with SMS and 3 times higher than email and push notifications.
Seamless Brand Experiences Across Channels
Modern consumers move fluidly across devices, apps, and channels, and your brand should too. RCS helps create a seamless brand experience, keeping tone, visuals, and functionality consistent across every customer touchpoint. With verified sender IDs, brand logos, and rich design elements, customers know who they’re interacting with, and they trust the experience.
Even better, the entire journey—from discovery to conversion—can now happen in the flow of the user journey. No app-switching. No browser redirects. Just a single channel offering uninterrupted, two-way, real-time interactions. Whether it’s a promo, a support query, or a purchase, it all happens right there in the inbox.
And because RCS plays well with others, it doesn’t compete with your email, push, or WhatsApp campaigns, it enhances them.
Why RCS Works: Core Advantages for Modern Marketers
RCS is a smarter way to deliver mobile experiences that customers actually want to engage with. Here’s what makes it stand out:
Rich Media, Built Right In
From high-resolution images and videos to carousels and tappable buttons, RCS brings your campaigns to life directly inside the messaging inbox. No extra apps. No added steps. Just visually engaging, interactive content that encourages action.
Real-Time Interactions That Convert
While SMS is ideal for quick alerts, RCS is designed for true two-way engagement. Customers can browse products, confirm bookings, respond to surveys, or even complete purchases within a single thread. It is conversational commerce without the context-switch.
Trust, Verified
With branded sender IDs, logos, and verification badges, RCS helps customers feel confident they are engaging with your business, not a scam. This level of trust is especially important in sectors like finance, healthcare, and retail.
No App. No Problem.
Unlike apps like WhatsApp, RCS is integrated into the default messaging apps on Android devices. That means no downloads, no opt-ins, and fewer barriers to entry. And with support coming to iOS, its reach is expanding rapidly.
Fits Into What You Already Use
RCS works with your current marketing and customer engagement tools. There is no need to overhaul your stack. Platforms like 8×8 & CleverTap offer plug-and-play APIs and templates that make setup straightforward and scalable.
Real-World Examples of Successful RCS Campaigns
Brands across industries are already tapping into RCS to unlock serious results:
- Axis Bank used RCS for credit card communications, enabling instant access to account info within the messaging thread. The result? A 30% increase in response rates and a 45% uplift in cross-sell conversions.
- EaseMyTrip ran an interactive, post-COVID travel preferences campaign using rich carousels and CTAs. It achieved a 4X click-through rate over traditional email and boosted conversions by 2.7%.
- BankBazaar.com launched GIF-enhanced RCS campaigns that delivered a 130% increase in engagement compared to SMS.
- Nespresso used RCS to inspire holiday gift purchases with personalized, interactive messaging. The result? A 73% open rate, 2.3x higher click rate, and 3.7x uplift in purchase intent compared to SMS.
For detailed industry-specific use cases, check out the “RCS: The next big opportunity in Customer Engagement” blog.
Action Plan for Brands to Scale RCS Globally
Getting started with RCS doesn’t need to be a heavy lift. Here’s how to begin:
Step 1: Set up platform
Create an account with an RCS-ready marketing platform (like 8×8 and CleverTap) OR register an RBM agent and create a Google Cloud project.
Step 2: Prototype smartly
Focus on high-impact use cases like promotions, cart recovery, or support follow-ups. Run a few pilot campaigns to benchmark engagement.
Step 3: Setting up campaign
Add your brand compliant templates, determine appropriate segments, craft localized and compelling messaging and launch the campaign through your marketing platform.
Step 4: Track What Matters
Use built-in dashboards to measure delivery, open rates, CTR, and conversions. Use A/B testing and segmentation to refine your content and cadence.
Step 5: Think Globally, Act Locally
Deploy region-specific content with platform-supported localization.
Step 6: Ensure Continuity
Not all devices or regions support RCS yet. But choose a platform that ensures seamless SMS fallback, so your message always gets through.
RCS isn’t a one-and-done channel, it rewards brands that continuously iterate and personalize. With the right partner, scaling it globally is not just possible, it’s profitable.
Power Your Messaging Strategy with 8×8 and CleverTap
Looking to deliver rich, interactive messaging at global scale? RCS is helping brands create seamless, app-like experiences right from the inbox. Platforms like 8×8 and CleverTap each offer robust RCS capabilities, which can be a game changing addition to your omnichannel engagement strategy.
