RCS: when mobile messaging enters a new dimension

A global standard that has reached a new milestone

Developed by the GSMA (Global System for Mobile Communications Association), the international organisation bringing together mobile operators worldwide, RCS has been built as a global standard.

The year 2025 marks a tipping point: the use of RCS is accelerating sharply and now exceeds 50 billion messages exchanged worldwide, representing growth of +50% in just one year.

A clear signal: users and brands are embracing a richer, smoother, more interactive channel.

The first performance indicators confirm this momentum. According to our sources*, nearly 90% of messages are opened within 15 minutes. A rarely achieved level of attention that illustrates the promise of the format: capture attention instantly with an engaging visual proposition, in a familiar and secure environment.

From text messaging to conversational experience

RCS is not just an “enhanced” SMS. It is a new space for expression.

Images, videos, carousels, files, action buttons, quick replies, transactional or conversational links: the message becomes scripted, guided, interactive.

The results speak for themselves. On average, RCS campaigns deliver:

• 80% open rate,
• a conversion rate of around 10%,
• 2.5 to 3 times more clicks than a traditional SMS,
• and for some advertisers, a ROI multiplied by 6.2.

Why? Because RCS changes the brand’s posture. Instead of “pushing” information, it initiates a dialogue — intuitive, visual, and immediately actionable.

A channel that appeals across sectors

In 2025, 421 brands are using RCS for Business, a figure multiplied by 2.5 in one year.

The most active sectors: services, automotive, retail, see it as a powerful lever for:

• enriched notifications (order tracking, appointments, deliveries),
• visually engaging promotional campaigns,
• onboarding or identity verification journeys,
• conversational support, often automated via chatbot.

The conclusions are consistent: when the experience is contextualised, immersive and interactive, engagement rises immediately.

Apparent simplicity, real technical sophistication

For users, RCS is smooth, instant, seamless.

For brands, its deployment relies on several prerequisites:

Device/operator compatibility: In France, 83% of mobile devices are now compatible, providing a solid base for large-scale campaigns.

Verified RCS agent: Each brand must have a certified profile, through a regulated process ensuring the authenticity of the sender.

A specific pricing model: Enriched messages incur higher costs than SMS, varying according to formats and message volumes.

A powerful and regulated channel

RCS operates within a clear regulatory framework: GDPR, consent management, official RCS policies, specific restrictions on certain types of content (verification, age limitations, etc.). A necessary governance structure to protect user trust and channel quality.

Despite its potential, RCS also presents challenges: coverage still varies from one country to another, costs are higher, and there is dependency on GSMA standards and operators. These factors call for a selective and strategic approach based on precise use cases.

RCS: the new standard in mobile messaging

Today, RCS represents the state of the art in mobile messaging: a bridge between the universality of SMS and the interactivity of conversational apps.

For brands, it opens a space that is more visual, more immediate, more useful.

For users, it offers a smooth, intuitive and reassuring experience, seamlessly integrated into their daily lives.

At the BlueLink Innovation Lab, we see RCS as a major opportunity: the chance to design conversational experiences that truly create value, serving a customer relationship that is simpler, more efficient and more engaging. SMS hasn’t said its last word, it has simply reinvented itself.

* Sources :

https://payservices.orange.com/fr/business-messaging/rcs-for-business

https://www.sofy.fr/articles-de-blog/rcs-le-sms-nouvelle-generation-au-service-des-entreprises