Types of RCS Business Messaging (RBM) messages and how to use them

You've probably heard the buzz: Rich Communication Services (RCS) messaging is rapidly gaining traction and has over one billion active monthly users - and it's about to grow even more. These branded, secure messages will reach an even broader audience with Apple's RCS rollout this fall.

With Apple embracing RCS in iOS 18, including support for the RCS Universal Profile, business communication could be in for a major upgrade, with RCS Business Messaging (RBM) potentially on the horizon. This could mean businesses would be able to connect with customers through an app-like experience right in their native mobile messaging inbox. Sounds great, right?

If you haven't explored RCS yet, now's the perfect time - especially with Apple support impending. Let's dive into the different types of RCS Business Messaging (RBM) messages and how leading brands are already using them to drive engagement and boost sales.

RBM offers businesses three different types of messaging: Basic, Single Rich, and Conversational. We go through each type in detail below.

Basic messages

Basic messages are a foundational type of RBM messaging type designed to provide brands with a straightforward way to reach their customers. Each Application-to-Person (A2P) message is limited to 160 characters and includes only text and URL previews, similar to SMS. Messages that are longer than this will be converted to a Single message, which can handle longer content (more on these below).

For brands that want to explore RCS, Basic messages offer a simple, yet effective, way to engage with customers. They come from a verified sender profile, and for recipients who don't have an RCS-enabled device, an SMS will be sent instead.

What Basic messages are great for

Basic messages are perfect for sending one-off updates, like one-time passwords, that don't need a response. These messages are great for delivering announcements about a limited-time offer or an upcoming event, and you always have the option to include URL previews that drive traffic to your website or landing pages.

Basic messages make it easy to start using RCS without the hassle of switching to a new messaging API. Many companies can use the same API and pricing that they do to send SMS, with SMS messages automatically "upgraded" to RCS on compatible devices. Plus, because all RCS messages come from verified sender profiles and all messages are branded, they help maintain a trustworthy presence with minimal effort.

Now, let's see how Basic messages perform in real-world scenarios.

Basic RCS messages in action: EasyPark sends critical notifications to customers

EasyPark Group, a leading digital parking app, had been relying on multiple vendors to deliver SMS parking reminders and one-time passcodes across multiple markets. To streamline their messaging, they chose Sinch as their sole provider for SMS.

Alex Keynes, Head of Product - Driver's Experience at EasyPark, shared how the Sinch team championed upgrading SMS to RCS Basic messages for RCS-compatible devices to help enhance the driver experience. With RCS, drivers can know that messages are coming directly from EasyPark Group. And for those without RCS-enabled devices, drivers receive SMS so they can be sure to receive important notifications.

Watch the video to see how EasyPark uses RCS to help all their drivers have a great customer experience.

As Alex mentions, the great part about this process is that it required minimal effort from EasyPark to set up and created no friction for them or their users.

Single Rich messages

Single Rich messages take RCS Business Messaging to the next level by allowing brands to send content-rich messages. Unlike Basic messages, which are limited to 160 characters of text, Single Rich messages can include multimedia elements like rich content, images, buttons, cards, carousels, and longer text.

Like Basic messages, these RCS messages always come from branded, verified profiles to show recipients that the messages are coming from a trusted, legitimate source.

What Single Rich messages are great for

Single Rich messages are great for businesses that want to give customers more dynamic experiences using RCS's interactive features, like rich cards and carousels. They're ideal for driving immediate action because they can include personalized visuals that showcase products or offer promotions. Plus, you can use them to guide customers toward specific actions, like creating a calendar event, finding locations, dialing numbers, or opening URLs.

With minimal backend effort required, Single Rich messages are a great option for businesses wanting to quickly boost interactions and conversions. Let's look at an example in action.

Single Rich messages in action: Nespresso

Nespresso, a premium coffee brand known for its high-quality espresso machines and capsules, used RCS Single Rich messages to showcase holiday gift ideas through personalized messaging to their customers. They included a visual with short, compelling copy - an upgrade from the 160-character limit - and suggested replies that could turn into a conversation if the recipient replied.

With Single Rich messages in RCS, Nespresso included a single visual with concise, action-driving copy and a suggested reply.

The results? The RCS messages achieved a 73% read rate and had over twice the click rate of their SMS campaigns. The visuals and interactive buttons clearly inspired customers to take action. And the real magic? Those replies could turn into conversations - one of the most powerful features of RCS.

Conversational messages

Conversational messages in RCS Business Messaging are designed to help brands have real-time, two-way conversations with their customers. There are two types of conversational messages we'll go over here: Brand-initiated (A2P) and user-initiated (P2A).

A2P conversations start when a customer responds to a brand's Basic or Single RCS message within 24 hours. If multiple brand messages are sent before the customer responds, the most recent message will be the one that initiates the conversation session.

P2A conversations occur when a customer reaches out to a brand outside of the 24-hour window which created an A2P conversation. If the brand responds within 24 hours, a conversation session kicks off. These messages are really valuable because they show that the customer is super interested, and they give brands the chance to provide personalized help right in the chat - so the customer doesn't have to leave the conversation to get things done.

We should note that different mobile operators have set different rules for how they work with RCS messages, but working with a partner like Sinch can help you navigate this before you get started.

Conversational messages require some backend effort, but they give brands access to RCS' entire suite of rich features - think rich cards, carousels, video and pdf sharing, suggested replies and actions, and so much more. And, of course, all messages come from the branded, verified profiles that are integral to RCS.

There are a lot of great applications of Conversational RCS messages for brands in industries like retail, financial services, and more - let's go through a few.

What Conversational messages are great for

Conversational messages are perfect for having interactive, real-time conversations with your customers. This message type is also great to integrate with a chatbot because you can use it to offer personalized help, product recommendations, and more. And because you can use all of RCS' rich features, you can help keep customers engaged and easily guide them to take action.

Ultimately, conversational messages are great for driving conversions because they reduce your customers' steps between discovery and purchase. That's because they help people to get quick, personalized answers without leaving the conversation, making their experience as easy as possible.

Conversational RBM messages in action: Picard

Picard, a leading frozen food retailer, used Sinch's chatbot builder and Conversation API to create a personalized, conversational RCS experience for their customers. During the holiday season, Picard engaged customers by asking about their dietary preferences, budget, and cooking plans, and based on their responses, customers received a tailored holiday menu.

Learn how Picard used conversational messages in RCS to offer their customers a personalized experience that drove sales.

The results were impressive: Their RCS campaign saw a 42% increase in customer engagement and a click-through rate three times higher than that of Rich SMS. And by integrating their experience with a chatbot, Picard guided customers from conversation to conversion, driving more traffic and sales during a crucial sales period.

As you're weighing the pros and cons of the different RBM message types and their potential benefits for your business, keep these factors in mind:

• Cost: RBM messages are billed differently depending on the type of message. Non-conversational messages are typically charged per number of messages sent and received, while conversational messages are charged per 24-hour session. This means that while a conversation is active, you're not charged for an individual message, often making it more cost-effective for ongoing interactions.

• What is (and isn't) allowed on RCS: There are limitations on some content types you can send via RCS. Some content like adult, political, dangerous, derogatory, and tobacco are prohibited. Other content like alcohol, gambling, and healthcare-related is allowed under certain circumstances. Check out Google's full Acceptable Use Policy for details.

• Ease of integration: Review your current systems and budget. If your backend systems are tied with SMS, starting with basic messages is an easy first step. And then, when you're ready to create more complex messages, you can.

• Your customers: Think about your audience and their preferred communication style. Understanding how they want to interact with you will help you choose the most effective message type to support them.

• Your message: Think about what you need to communicate. Is it straightforward transactional information like one-time passwords, or is it more dynamic, sales-focused messages that could benefit from rich media like a product carousel?

• Your other messaging channels: Look at how your customers interact with your other messaging channels like WhatsApp or email. If you're already using WhatsApp Business API, for example, with all its rich features, adding conversational RCS messages could be a welcome addition to your audience.

For more inspiration, check out this guide written with mobile messaging experts about how to create an RCS branded messages strategy that your customers will love!

Get started with any RBM message type

Apple adding support for RCS this fall could be a big win for business messaging, with the potential to give brands a powerful way to connect with customers directly in their native mobile inboxes. When we say this is a gamechanger, we really mean it.

The possibilities for RCS are huge, and businesses that jump on board now will have a lot to gain.

If you're already sold on RCS but need to get the rest of your team on board, we've got you covered. Download our actionable guide to learn how to make a strong business case for RCS, complete with a ready-to-use template to help you get started right away.

Or, if you're ready to get started with RCS, let's chat. Our team of experts can't wait to help you explore its endless opportunities for mobile engagement.

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