Singapore – Twilio, the customer engagement platform known for delivering real-time, personalised experiences, has launched ‘Rich Communication Services (RCS)’ messaging globally through its programmable messaging and verify APIs, offering businesses enhanced branded communication and seamless customer trust-building without the need for code changes.
RCS elevates traditional messaging by incorporating branded sender identification directly within customers’ default messaging apps, allowing recipients to instantly recognise and trust the source of the message. This update enables businesses to send branded, verified communications that foster trust and boost customer loyalty—all without requiring any code changes.
To expound, Twilio RCS offers branded messaging by automatically upgrading SMS to RCS on compatible devices, including business logos, taglines, and verified sender identification, ensuring trust and engagement. It enables rich content with interactive features like call-to-action buttons, carousels, and quick replies, driving higher engagement and conversions. Importantly, businesses can adopt RCS without code changes, as Twilio manages brand verification, carrier onboarding, and fallback to SMS when RCS is unavailable.
Twilio’s RCS expansion is driven by its 2024 consumer survey, where 75% of respondents said branded texts increased their trust, and nearly half (49%) trusted messages more when logos or check marks were present. This trust led to action, with 40% making repeat purchases and 25% making first-time purchases through trusted communication channels.
RCS is a crucial component of Twilio’s broader suite of solutions for trusted, branded communications across all channels, including branded caller ID and BIMI support for email. Twilio’s APIs empower businesses to deliver engaging, recognisable messages that cut through the noise and drive ROI.
Inbal Shani, chief product officer of Twilio Communications, said, “At Twilio, we believe building engagement with your customers should be as seamless and trusted as possible. RCS makes this a reality by delivering richer interactions, improved deliverability, and most critically, building trust in your brand, without changing a single line of code.”
Paul Nashawaty, practice lead for application development and modernisation at Futurum, stated, “According to a recent study by Futurum Research, businesses using RCS have experienced a 32% increase in customer engagement and conversion rates compared to traditional SMS. Twilio’s latest announcement makes sense focussing on RCS solutions to help drive value for their customers. This is likely due to RCS’s ability to deliver richer, more interactive content, such as images, videos, and buttons, which can enhance the customer experience and drive higher ROI.”
Twilio’s RCS messaging is now available globally in public beta for Programmable Messaging and fully available in Verify. Previously limited to Android, Apple’s upcoming support for RCS on iPhones paves the way for broader adoption of the technology.
