RCS (Rich Communication Services) is a modern communication protocol designed to enliven and enrich companies’ customer communications.
RCS brings features to communication that were previously only seen in instant messaging applications: images, videos, buttons, product cards, read and write receipts, and visual message templates.
Technically, RCS works directly in the default messaging application on smartphones. It does not require the user to install the application or have separate credentials. If the phone and subscription support RCS, communication automatically switches from SMS to RCS. This makes the implementation completely invisible to the user.
For companies, RCS offers the opportunity to send interactive messages, where the customer can, for example, watch a product video, select a response option with one click, open a product card, or go directly to an online store.
All of this happens in a familiar messaging application, without the customer having to leave the message thread.
What benefits does RCS bring to businesses?
RCS communications provide businesses with a new kind of customer communication channel that combines visuality, interactivity, and verified sender identity. It is not just a communications technology, but a way to improve the customer experience and increase the effectiveness of communications.
Personalized campaign messages
Visual product cards, videos, and action buttons make a message more than just a notification. They build an interactive customer experience.
For example, a customer might receive an RCS message featuring three products selected based on their previous purchase history. Each product card includes an image, price, and a button that takes them directly to the product page in your online store.
Effective feedback collection and customer understanding
RCS makes feedback surveys quick and low-threshold. Questions can be asked with radio buttons and responses are registered immediately.
After an event, a message can be sent to the customer asking for satisfaction on a scale of 1–5. The response doesn’t even require typing a number, just a click of a button.
Interactivity improves conversion
You can add ready-made response buttons, quick actions (e.g. “Book an appointment”, “Call now”, “Show on map”) or surveys to the message that the customer can answer with one tap. This lowers the response threshold and significantly increases response rates.
Branding and trust
RCS messages arrive to the recipient from a verified sender with the company name and logo. The communication looks and feels on-brand, which strengthens customer relationships and trust.
Accurate monitoring and measurability
RCS supports read receipts and real-time tracking. The company can see whether a message has been opened, responded to, which buttons have been pressed and when. This provides marketing teams with concrete data on the performance of messages and enables continuous optimization of communications.
How is RCS different from traditional SMS and WhatsApp?
WhatsApp, SMS and RCS are both powerful communication channels, but they serve slightly different purposes. RCS does not replace these channels, but complements them. Below is a look at when each technology is at its best, and how RCS brings new opportunities.
SMS – simple and accessible
Text messaging is still one of the most reliable ways to reach customers quickly. It works without a network connection or apps, on all phones and subscriptions. SMS is especially suitable for time-critical notifications, one-off reminders and communications where speed and reliability are paramount.
In situations where text alone is no longer enough, for example if you want to include images, buttons or a brand image in your message, RCS expands the possibilities of this channel. It retains the direct reach of SMS, but adds visuality, interactivity and read and delivery receipts.
WhatsApp – conversational and visual
WhatsApp works well in situations where you want to build an interactive customer experience in a familiar environment. For businesses, there are ready-made message templates available that can include images, buttons, and actions, and messages can be replied to directly in the app.
However, WhatsApp requires the user to have an account and the app installed. RCS brings similar features directly to the phone’s native Messages app, without the need for third-party software.
How does RCS work in practice?
For companies, implementing and effectively utilizing RCS requires a planned content process, managed infrastructure, and a reliable partner who ensures the functionality of messaging from start to finish.
Planning and sending messages
RCS messages are built visually: a company can compose a message from elements such as headlines, images, videos, buttons, and product cards. Message templates are customizable for different campaigns, and content can be personalized according to recipient groups.
SmartDialog In the platform, messages are sent via a user interface or automatically using interfaces. The company can choose whether to send a message to an individual person, a segmented group, or the entire customer register at once.
Fallback function – confirmation of message delivery
Although RCS works on an increasing number of Android phones, the recipient’s phone or subscription does not always support the technology. In such cases, the message can be delivered as an SMS Fallback message.
The fallback mechanism guarantees uninterrupted communication and ensures that important information reaches the widest possible customer base.
Authentication and secure operations
RCS enables authentication and secure customer actions directly in the message thread. For example, two-step login or order confirmation can be implemented with a button that activates the action on the service side.
This simplifies the customer experience and reduces the possibility of errors, for example, in appointment bookings or payments.
Message lifecycle and analytics
Every RCS message has a clear lifecycle: sending, delivery, opening, reaction. In SmartDialog, this lifecycle can be monitored in real time. Message-specific logs, statistics and reaction data can be downloaded as reports and connected to analytics tools.
This makes communication measurable and optimizable – and enables communication to support broader business development work, not operate in isolation from it.
Arena Interactive takes care of the whole thing
On a practical level, Arena Interactive is responsible for ensuring that the company has access to a certified RCS customer account (RCS Agent), operator connections and the necessary services to implement communications.
SmartDialog provides a platform on which messages are built, sent and analyzed. Arena interactive takes care of technical maintenance and support 24/7.
From a company’s perspective, implementing RCS does not require large investments or in-house development work, all that is needed is the desire to update customer communications to today’s level.
RCS is rapidly becoming more common in Finland – Be among the first to join
Numerous companies have adopted RCS, and operators are supporting the spread of the technology at a rapid pace.
In Finland, RCS is moving from the pilot phase to wider adoption, and there is room in the market for those who get started early.
For companies, this means an opportunity to differentiate themselves before RCS is available to everyone.
When consumers notice that messages have become visual and functional, the brand that is first on board will certainly be remembered.
Arena Interactive is one of the few operators in Finland that can offer the entire RCS package in a controlled and ready-made manner.
For the company this means:
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- Verified and official RCS customer account without separate negotiations with operators
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- User interface or API integration to make communication part of existing processes
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- Technical support and maintenance 24/7
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- A secure and Finnish communications partner
Arena Interactive’s SmartDialog platform makes RCS easy to implement without heavy changes. Implementation can begin with campaign pilots or as part of existing customer communications.
Want to find out how RCS would work for your business?
Book a free expert meeting and let’s see together how RCS works as part of your company’s communications strategy.
Launch a campaign pilot Get a verified RCS customer account through Arena Interactive Integrate messages into existing systems You will be backed by technical expertise and ongoing support Reach your customers in a whole new way
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