One thing that some of us have been waiting for is the uptake of RCS messaging. Rich Communication Services promises to deliver content-rich messages to mobile devices. It has been talked about for a very long time, and Apple’s introduction of RCS support in iOS 18 in late 2024 was an important step. So why hasn’t it taken over from SMS?
How SMS, MMS and RCS differ
The primary reason is that RCS needs a data connection, plus a device and telco that support it. SMS just needs a connection to a telco and is universally supported around the world. To be fair, this is also why MMS has struggled to take off as a communications medium. Although it’s largely supported by the telcos, it does require a data connection.
So, the good old SMS is still the most reliable way to communicate with people via their mobile device.
RCS, on the other hand, can offer richer media, interactive features and, with business messaging, a branded business identity. But availability depends on the recipient’s device, messaging app and network.
Does RCS replace SMS?
Not automatically. RCS is an exciting development, but a business needs to know whether its customers can actually receive the type of RCS message it wants to send. Consumer-to-consumer RCS support is not the same thing as access to every business messaging feature. Availability can vary by network, handset, messaging app and commercial provider. That is why fallback arrangements matter. If the rich message cannot be delivered as intended, what happens next? For many important notifications, a plain SMS is still a very sensible answer.
So where is RCS in Australia? At the time of writing, only partly here. Android users can already send RCS messages to each other, but the major carriers haven’t yet switched it on for iPhones. Telstra’s RCS rollout begins in November 2026, with iPhone support expected to follow in December. Business RCS is still in its early days here. It’s not something we offer just yet, but we’re watching it very closely.
When is richer messaging worth it?
There is an argument that people need a data connection to get email on their mobiles, so why would there be an issue with MMS and RCS? To be blunt, there shouldn’t be. In fact, in place of an email, both MMS and RCS can have a much higher impact as you don’t have to fight all the security and setup around getting emails into inboxes.
An MMS or RCS message can include images and other media, so you can really get your message across. But delivery is not guaranteed, and neither is reading it. Support, network conditions, device settings and customer preferences all matter.
What about cost and results?
A picture or an interactive button can make a message more useful, but it can also cost more than a simple text. Compare the full campaign cost, not just the price of sending one message. Ask what the customer needs to do, whether the richer format genuinely helps them do it, and how you will know if it worked. There is no point paying for bells and whistles if the recipient only needed to know that their appointment is at ten o’clock.
The caveat is that the messaging app on a mobile device is largely seen as a very personal space. So, you don’t want to go bombarding it with work stuff. That said, careful management can reap rewards for both sender and recipient.
Email is a lot cheaper to send, and that is its main attraction over SMS, MMS and RCS. It is also seen as a work tool, so a fitting place for work communications. But, SMS, MMS and RCS are all tools that have their place.
An appointment reminder might only need SMS. A visual promotion may benefit from MMS. An interactive service journey might suit RCS where supported. If SMS is the right fit, here’s how to make it count: writing SMS that gets a response, and why SMS character limits affect what you pay. And for the bigger picture across email and fax too, see how to choose the right business communication channel.