Overcoming common challenges in RCS adoption

Rich Communication Services (RCS) has long been hailed as the next evolution of mobile messaging, bringing features like high-resolution media sharing, typing indicators, and verified sender profiles to the native messaging app. For businesses, RCS promises richer customer interactions than SMS. However, its adoption has faced hurdles over the years. With recent developments – including Apple’s support for RCS in iOS 18 and the GSMA’s push for end-to-end encryption – the RCS landscape is rapidly changing​. This article explores key challenges in RCS adoption and how businesses can overcome them, backed by industry insights and real-world trends.

Interoperability across devices and carriers

One of the biggest barriers to RCS adoption has been fragmentation across devices and networks. Not all carriers and phone manufacturers supported RCS initially, leading to inconsistent features and limited reach. The lack of interoperability between iPhones and Android devices was a major obstacle.

Recent progress has significantly closed that gap. Apple’s iOS 18 added RCS support in the Messages app, enabling more seamless messaging between Android and iPhone users. The GSMA’s Universal Profile has also helped standardize RCS features across supporting carriers. Businesses should work with messaging providers that support broad network reach, Universal Profile compliance, and fallback to SMS for users without RCS support.

Security, privacy, and encryption

RCS has historically lacked universal end-to-end encryption (E2EE), creating privacy concerns. Some implementations, like Google Messages, offer E2EE for one-on-one chats, but support varies across platforms and carriers. Businesses may hesitate to use RCS for sensitive communications.

The GSMA is actively developing a standardized E2EE protocol for RCS. Google already uses the Signal Protocol in its RCS implementation, and Apple is collaborating with the GSMA to strengthen encryption standards. In the meantime, RCS still offers security benefits over SMS, including verified sender profiles that help prevent spoofing and phishing.

To address these concerns, businesses should:

• Use verified RCS business messaging profiles to build trust
• Monitor platform encryption capabilities
• Enable encryption where possible and prepare for industry-wide rollout
• Choose platforms with secure data handling and compliance support

Regulatory compliance

Businesses adopting RCS must adhere to global messaging laws, including TCPA in the U.S., GDPR in Europe, and HIPAA for healthcare. RCS messages are subject to the same consent and opt-out rules as SMS, and multimedia content must comply with advertising and data protection standards.

To maintain compliance:

• Collect and document customer opt-ins for RCS
• Support standard opt-out flows like "STOP"
• Use platforms that provide tools for consent and compliance
• Ensure encryption and secure data storage align with regulations

Business adoption barriers and cost concerns

Historically, businesses were hesitant to adopt RCS due to limited reach, uncertain ROI, and complex setup. Without iOS support, many companies had to maintain separate messaging strategies for Android and iPhone users. RCS also introduced new tasks: integrating APIs, designing templates, and navigating sender verification.

These barriers are now falling. Apple support expands reach, and fallback to SMS ensures message delivery. Unified APIs let developers send a single message payload, with the platform choosing the appropriate channel (RCS or SMS).

Businesses can:

• Start with high-impact use cases (e.g., order confirmations, delivery updates)
• Track RCS-specific engagement
• Negotiate pricing that aligns with SMS to ensure ROI
• Train internal teams on RCS features and campaign design

Market fragmentation and regional gaps

RCS rollout has been uneven globally. Asia and Latin America adopted early, while North America and Europe saw slower uptake. Carriers often launched RCS with different apps or branding, leading to confusion.

With the GSMA’s Universal Profile gaining traction and Apple onboard, RCS is moving toward global consistency.

Businesses should:

• Research local RCS readiness before launching campaigns
• Use aggregators that handle carrier-specific delivery
• Monitor regional adoption trends and adjust channel mix accordingly

Competing with OTT apps

OTT apps like WhatsApp, iMessage, and WeChat dominate in many markets. They offer rich features, established user bases, and end-to-end encryption.

RCS stands out by offering:

• A native, no-download experience in the default messaging app
• Verified sender branding
• Universal reach via phone number
• Seamless fallback to SMS

Rather than replace OTT apps, RCS complements them. Businesses can adopt omnichannel platforms that support both OTT and RCS, reaching users on their preferred channels while improving SMS programs with RCS capabilities.

Next steps for businesses

With broad device support, maturing standards, and growing carrier alignment, RCS is positioned to become a universal business messaging channel. To get started:

1. Identify use cases where rich messaging will drive results
2. Partner with providers offering fallback, compliance tools, and secure delivery
3. Launch pilot campaigns and compare results to SMS or push
4. Stay informed on regulations and evolving RCS capabilities
5. Scale gradually and educate teams on how to design for RCS

RCS adoption is accelerating. Businesses that embrace it now will gain a competitive edge and elevate the customer experience with richer, more trusted conversations.