Rich Communication Services (RCS) is a next-generation messaging protocol developed by the GSMA and accelerated by Google in collaboration with mobile carriers to deliver rich messaging from verified senders using the internet and networks. For the end user, it allows images, GIFs, in-line video, links, buttons, documents, and carousels, all in their phone’s native messaging app. For brands, it will support advanced features like typing indicator, read receipt, and open receipt, in addition to a better branded experience with things like verified contact photos, brand name and branded colors.

This post explores what RCS is, how it's evolving, what brands should know, and what lies ahead.

RCS vs SMS vs MMS vs OTT: What Is the Difference?

The mobile messaging landscape is changing quickly and substantially with new emerging technologies. But what is the difference between RCS and SMS? And what is OTT?

• SMS, or Short Message Service, uses mobile network infrastructure to send text messages to mobile devices. It's the most widely used form of text messaging. It’s what you know text messaging to be today. 
• MMS, or Multimedia Messaging Service, is an extension of SMS that allows for sending images, audio, and larger files.
• OTT stands for over-the-top and refers to apps using internet-based applications to send messages, rather than traditional SMS. These typically require app downloads. Think WhatsApp, Facebook Messenger, etc.
• RCS means Rich Communication Service and delivers messages to native messaging apps on mobile devices. Not widely available but growing in popularity given its trusted experience and interactive capabilities. 

Here is a breakdown of the main differences between SMS, MMS, OTT, and RCS:

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What’s in Store for RCS

RCS is quickly becoming a central player in the evolution of mobile messaging. It combines the best of traditional SMS with the dynamic capabilities of modern apps, introducing a new standard for business-to-consumer communication. With support slowly extending across Android and iOS 18, RCS is expected to enter the mainstream soon.

GSMA (Global System for Mobile Communications Association) through its Universal Profile 3.0, rolled out in March 2025, introduced verified sender IDs and interactive branded messages, making RCS a compelling alternative to SMS and OTT messaging apps.

RCS Capabilities and Limitations

There’s no question that RCS represents a meaningful step forward for the messaging industry. However, its rollout will be gradual. We need to remain realistic about adoption timelines and the pace of change.

While industry voices around RCS are enthusiastic, adoption is still not widespread. Even with all three major U.S. carriers supporting the channel, only about 65% of devices are capable of receiving RCS messages due to varying levels of device compatibility and OS support.

It is unlikely, this will reach full adoption anytime soon, so fallback strategies like 10DLC or short code will remain essential for brands aiming to reach 100% of their audience.

While SMS costs have remained pretty stable and predictable, prices are still fairly volatile when it comes to RCS as multiple stakeholders determine the standard rates for the RCS business model.

Every new technology comes with potential flaws. Early bugs have been reported, including media disappearing after a couple of weeks and branding dropping sporadically on Apple devices. These early issues seem to have been fixed with recent releases and, as the technology evolves, it tends to overcome initial limitations and become more reliable over time.

Personalized Messaging: Community Leads the Way

At Community, we’re all about empowering genuine connections. We design our platform to allow brands to build genuine, long-lasting relationships as opposed to occasional, transactional exchanges. We’re excited to see texting evolve into something richer and more human. Because at the end of the day, relationships drive loyalty.

We work closely with our partners and stand with them every step of the way to ensure the best and most sustainable use of available technologies and strategies not only to reach their audiences, but truly resonate with them. 

Ready to see what’s possible? Demo the Community experience and explore how to deepen relationships and drive action today.