What is RCS Messaging? Complete Guide for Indian Businesses (2024)
RCS is SMS with images, videos, interactive buttons, and a verified brand logo — delivered to the Android Messages app already installed on your customers' phones. No app download. Here is everything Indian businesses need to know before adopting RCS.
Solutions Engineer — ConnexBetter
What is RCS messaging?
RCS stands for Rich Communication Services. It is an open messaging standard developed by the GSM Association (GSMA) and adopted by Google, telecom operators, and device manufacturers worldwide.
Think of RCS as SMS 2.0. Where SMS sends only plain text on cellular networks with a hard 160-character limit, RCS sends rich content — images, videos, carousels, quick-reply buttons, and verified brand profiles — over the internet to the same Android Messages inbox that handles SMS.
Key distinction: no separate app needed
RCS arrives in the built-in Android Messages app — the same app your customers already use for SMS. Unlike WhatsApp, there is nothing to install. This dramatically increases reach for rich business messaging.
RCS vs SMS: What actually changes?
| Feature | SMS | RCS |
|---|---|---|
| Text length | 160 characters | Unlimited |
| Images/video | No | Yes |
| Interactive buttons | No | Yes (quick replies, CTAs) |
| Carousel cards | No | Yes |
| Verified sender | No (can be spoofed) | Yes (Google-verified logo + name) |
| Read receipts | No | Yes |
| Delivery | Cellular network, works offline | Internet/data, SMS fallback |
| Works on iPhone | Yes | Yes (iOS 18+) |
| Cost (India) | ₹0.10–₹0.18/SMS | ₹0.20–₹1.20/message or session |
| Engagement (typical CTR) | 5–10% | 30–60% |
RCS use cases for Indian businesses
Product carousels
Send a scrollable carousel of products — image, name, price, and a 'Buy Now' button — directly in the message thread. Used by e-commerce and D2C brands for flash sales and abandoned cart recovery.
Order tracking
Real-time order status with a map preview, current status chip, and a 'Track Order' button. Replaces the plain-text 'Your order #12345 is dispatched' with a rich visual update.
Banking alerts with action
Transaction alerts with inline 'Mark as not me' or 'Block card' quick-reply buttons — no need to open an app. Higher response rates for fraud prevention.
Appointment confirmations
Appointment reminder with date/time, doctor name, clinic location map, and Confirm / Reschedule buttons. Reduces no-shows by up to 40% compared to plain SMS reminders.
Travel boarding passes
Boarding pass with QR code as a rich card. Flight status updates with gate change alerts. Baggage claim belt numbers.
Admission and enrollment
Fee payment reminder with a 'Pay Now' button linking directly to the payment page. Class schedule cards with quick-reply 'Confirm Attendance' button.
How to get started with RCS Business Messaging in India
Apply through an RCS aggregator
RCS Business Messaging requires Google's approval. You apply through a Google-certified RCS Business Messaging aggregator like ConnexBetter. The aggregator submits your brand verification request to Google and manages the approval workflow.
Verify your brand with Google
Google verifies your business identity — company name, website, and use case. They review the types of messages you will send and confirm the sender display name and logo. This is separate from TRAI DLT and takes 2–4 weeks.
Set up your RCS agent (bot)
Your RCS 'agent' is the business entity that sends messages — it has your verified logo, business name, and description. ConnexBetter configures the agent on your behalf, including fallback behavior to SMS when RCS is unavailable.
Design your message templates
RCS templates include rich cards (single image + button), carousels (multiple scrollable cards), and text with quick-reply chips. ConnexBetter's template builder lets you preview how messages look on an Android device before sending.
Integrate the RCS API and go live
ConnexBetter's RCS API accepts the same request format as the SMS API — you switch the channel parameter from 'sms' to 'rcs' and add your rich card content. Automatic fallback to SMS is configured at the API level, so no additional logic is needed in your application.
Frequently Asked Questions
What is RCS messaging?
RCS (Rich Communication Services) is a next-generation messaging protocol that replaces traditional SMS. Unlike SMS which carries only plain text, RCS supports images, videos, carousels, rich cards, quick-reply buttons, and branded sender profiles with verified business logos. Messages are delivered over the internet (like iMessage or WhatsApp) but sent to the recipient's native Android Messages app — no separate app download needed.
Is RCS available in India?
Yes. Google RCS (via Google Messages, the default SMS app on most Android phones in India) is live for business messaging. Major Indian telecom operators — Jio, Airtel, and Vi — support RCS for their subscribers. As of 2024, approximately 70–80% of smartphone users in India have an RCS-compatible Android device. iPhones gained RCS support from iOS 18 (September 2024).
What is the difference between RCS and SMS?
SMS is a 160-character plain text protocol from 1992. RCS supports: unlimited text length, images and videos, PDFs and documents, carousels (multiple scrollable cards), quick-reply buttons, verified business name and logo, read receipts and typing indicators, and two-way conversation (customer can reply interactively). RCS delivers over data or Wi-Fi; SMS delivers over the cellular network regardless of internet access.
How much does RCS messaging cost in India?
RCS pricing is typically charged per session or per message, depending on the provider. Session-based pricing (a 24-hour conversation window) typically costs ₹0.60–₹1.20 per session. Rich card messages (single or carousel) are priced separately — typically ₹0.20–₹0.40 per message. RCS is generally more expensive than plain SMS but delivers significantly higher engagement rates (30–60% vs 5–10% for SMS CTR). ConnexBetter offers custom RCS pricing based on volume.
Do I need to register on DLT for RCS?
RCS business messaging in India requires a separate approval process through Google's RCS Business Messaging (RBM) program — it is not covered by TRAI's DLT registration. You apply through an RCS aggregator like ConnexBetter, who submits your brand for Google's verification. The process involves brand verification, use case approval, and agent (bot) setup. Timeline: 2–4 weeks for full approval.
Can I use RCS for OTP and transactional messages?
Yes, but with a caveat: RCS is delivered over internet, so it may not reach users in areas with no data coverage. For critical OTPs, best practice is to use RCS as the primary channel (higher engagement, better UX) with an SMS fallback for users who cannot receive RCS. ConnexBetter's Smart Messaging API automatically falls back to SMS when RCS delivery fails.
Start sending RCS business messages
ConnexBetter is a Google-certified RCS aggregator. We handle brand verification, agent setup, and SMS fallback — so you go live faster.