Chief Business Officer Ivan Ostojić is spearheading efforts at Infobip to strengthen future and market-shaping functions. In 2024, the messaging format RCS is set to make significant advancements as nearly 1.5 billion iPhone users gain access to the protocol, bridging the gap between iOS and Android users and offering enhanced messaging capabilities for businesses.
RCS, the next generation of SMS messaging, combines traditional SMS reliability with enriched functionalities similar to popular messaging apps like WhatsApp and iMessage. Businesses can engage with customers through various media, including text, images, videos, and files, facilitating more interactive communication channels and improving customer experiences. The secure and regulated nature of RCS Business Messaging ensures brand verification and anti-spam measures, instilling consumer trust and mitigating risks of fraud and spam.
Apple’s support for RCS is a game-changer, eliminating compatibility issues between iOS and Android users and elevating the overall messaging experience. While Apple has historically favored its own iMessage format, the pledge to support RCS messaging in 2024 signals a shift toward modernizing messaging standards, potentially leading to growth in RCS Business Messaging. Analysts forecast significant growth in RCS Business Messaging usage, with the user base expected to surpass 2 billion by 2028.
Data from Infobip’s platform in 2023 revealed a massive 358% growth in RCS messages, highlighting the rising adoption of RCS as a vital channel for businesses to enhance customer engagement strategies. Forward-thinking brands worldwide have seen tangible benefits from RCS campaigns, with higher engagement and response rates. For example, Telekom Deutschland integrated RCS into its marketing campaigns, resulting in increased customer engagement and interactions with the chatbot.
Despite the promise of RCS, only 15% of mobile network operators have adopted RCS Business Messaging, limiting its reach. Some carriers have yet to enable RCS Business Messaging in core markets. However, the market is rapidly evolving, with MNOs increasingly looking to offer RCS Business Messaging to enterprise customers on their network. As RCS gains momentum, businesses must adapt and enhance their customer engagement strategies for the future, empowering MNOs and customers to navigate the evolving landscape of customer communications.
The rise of RCS presents a transformative opportunity for businesses to engage with customers in a more conversational and interactive manner. With Apple’s support for RCS and the growing adoption of the protocol, businesses must seize the opportunity to stay ahead in the changing landscape of customer communications. As the industry evolves, it is crucial for businesses to adapt and enhance their strategies to leverage the full potential of RCS Business Messaging.
