For years, Rich Communication Services (RCS) has been the future of business messaging. Why? Because it allows businesses to send rich, branded, interactive messages directly to a customer’s native mobile inbox—something traditional SMS cannot do. Until recently, RCS was only available on Android devices, limiting its reach. But now, with Apple introducing RCS support on iOS, that future has arrived.

How does an RCS message travel from a business to a customer? Who plays a role in this process? Many enterprises ask these questions when exploring RCS. While the process is more complex than SMS, breaking it down makes it easier to understand.

This article explains the key players in the RCS ecosystem and how messages move from brands to customers. Let’s dive in!

How RCS Has Evolved Over 17+ Years

RCS has been developing for over 17 years. Initially, a few mobile operators and the GSM Association (GSMA) introduced it as a messaging toolset with flexible implementations. However, it struggled to gain traction. That changed in 2015 when Google acquired Jibe Mobile and started pushing RCS as the primary messaging technology for Android devices.

In 2023, Apple announced its plans to support RCS on iOS 18. Today, RCS has over one billion active users worldwide. As more carriers enable their networks and consumers upgrade their devices, adoption continues to grow rapidly.

If Google backs RCS, why does operator support matter? While Android users can access RCS via Google Messages for peer-to-peer (P2P) communication without carrier support, RCS for Business on iOS requires additional stakeholders.

Unlike SMS, which functions universally, RCS depends on network support, device compatibility, and up-to-date operating systems. Unlike SMS, which relies solely on mobile operators, RCS involves Google. It also differs from over-the-top (OTT) services like WhatsApp or Facebook Messenger, which bypass operator networks.

Key Players in the RCS for Business Ecosystem

Delivering an RCS message requires collaboration across multiple stakeholders. Let’s examine their roles.

Mobile Operators (Carriers)

Mobile operators (MNOs) enable RCS on their networks by signing agreements with Google. Once activated, they manage billing and participate in Sender Verification to ensure businesses using RCS are legitimate.

Now that Apple has started integrating RCS, mobile carriers assist with testing to ensure smooth interactions between operating systems.

Google

Google provides the infrastructure that powers RCS messaging. It also played a critical role in developing the Universal Profile, which standardizes features like group chats, typing indicators, high-resolution photos, and read receipts.

As the company behind Android, Google continues to shape smartphone messaging. It also manages end-to-end encryption for RCS chats sent via Google Messages. Initially, Google handled approvals and rollouts independently, but now it collaborates with carriers to enable RCS.

Apple

Apple’s role is straightforward yet essential. While it does not manage network enablement or business messaging approvals, it ensures iPhones can send and receive RCS messages. RCS operates separately from Apple’s iMessage.

Currently, RCS is rolling out gradually for iPhones and is only available in select markets and with certain carriers.

Software Providers

Communications Platform as a Service (CPaaS) providers enable businesses to run large-scale RCS campaigns. These providers offer tools and infrastructure to support messaging across multiple use cases.

Their services include AI-powered bots that automate real-time interactions and integration with contact center solutions, allowing bots to transfer conversations to human agents when necessary. Omnichannel APIs also help businesses manage RCS, SMS, and OTT messaging apps from a single platform.

Companies like Netmill help businesses transition to RCS by providing technology and support for sending and managing messages at scale. Businesses use RCS for marketing, customer service, notifications, and authentication.

RCS message

Enterprises

Enterprises create RCS messages and rethink how they engage customers. Many businesses still use plain text messaging, but RCS allows for more engaging, dynamic interactions with features like:

  • Branded, verified sender IDs: Business names and logos appear directly in the messaging UI.
  • Multimedia elements: Images, videos, GIFs, and stickers make interactions more engaging.
  • Read and delivery receipts: Businesses track open rates and read rates.
  • AI-powered chatbots: Conversational AI automates support and delivers personalized responses.

To start using RCS, businesses must set up an RCS Agent and verify their brand identity before sending messages.

How RCS Messages Are Sent

If you’ve sent a business SMS, the RCS process will feel familiar. However, because RCS relies on Google’s technology, additional steps are involved.

Here’s how an RCS message reaches a customer:

  1. A business sends an RCS message through a provider like Netmill. The message may be for marketing, customer support, transactional alerts, or authentication (OTP).
  2. The service provider routes the message. In most cases, Netmill sends it to Google’s RCS infrastructure. Sometimes, the provider routes it directly to a carrier.
  3. Google checks for compliance. Google and/or the RCS Service Provider ensure the message meets its terms of service, screening for malware and spam.
  4. The message is delivered. The recipient’s Android or Apple device receives the message.

RCS messages are encrypted between the business and Google’s infrastructure, then encrypted again between Google’s platform and the end user.

Since RCS relies on mobile data or Wi-Fi, messages cannot be sent without a connection. Businesses can set SMS fallback options for these cases.

Factors Affecting RCS Message Delivery

Several factors determine whether an RCS message reaches a recipient:

  • Carrier enablement: If a user has an iPhone, their carrier must support RCS.
  • Device compatibility: RCS works only on compatible smartphones, not older devices.
  • Market availability: Some countries have full RCS support, while others rely on SMS.
  • User settings: The recipient must have RCS chat features enabled and an active internet connection.

To ensure critical messages are delivered, businesses should maintain SMS fallback options.

What’s Next for RCS: Growth, Challenges, and Opportunities

RCS continues to evolve, offering businesses richer ways to engage customers. For customer-focused brands, adopting RCS is a matter of “when,” not “if.”

However, challenges remain:

  • Apple’s expansion: The timeline for broader RCS support on iPhones is unclear.
  • Carrier rollout: Adoption depends on how quickly mobile operators enable RCS.
  • OS updates: Some users delay upgrading their devices, slowing adoption.

The good news? Businesses can adopt RCS gradually. The “walk, run, fly” approach allows companies to start with basic RCS messages, then scale to interactive experiences.

Making RCS Work for Your Business

RCS has moved from a niche technology to a widely available, interactive messaging channel. With mobile operators, Google, Apple, and providers like Netmill driving its expansion, businesses now have powerful tools to connect with customers.

For brands relying on messaging for marketing, notifications, verification, or customer service, RCS represents a significant upgrade—one that fosters deeper customer connections.