RCS vs. WhatsApp: A quick guide

Apple's announcement of supporting RCS (Rich Communication Services) in iOS 18 has stirred excitement and questions regarding its impact on messaging plans, whether businesses should shift from SMS to RCS, and the potential for higher engagement with RCS and RBM (RCS Business Messaging). RCS is native to handsets and offers multimedia content and advanced functions. It differs from WhatsApp in being an open ecosystem that works on any phone with Android OS or Apple iOS 18 or above, while WhatsApp is a closed system requiring downloading the app. Both have seen high adoption and growth outside the US and Canada but not as much within the US market due to iPhone dominance. RCS offers verified branding and improved consumer experience through features like large media files, read receipts, typing indicators, and two-way customer conversations. SMS is still relevant for businesses not ready to adopt RCS, with an estimated 2025 as the inflection year when most businesses will turn to rich messaging. Not all US carriers support RCS yet, so messages may be delivered as traditional SMS or MMS. WhatsApp for Business remains a strong channel outside the US and Canada, requiring partnerships with messaging providers. Apple's announcement opens up new possibilities for businesses to reach customers and improve engagement and ROI.