Questo articolo in italiano: RCS vs SMS vs WhatsApp: guida alla messaggistica aziendale
RCS vs SMS vs WhatsApp: a guide to business messaging
In brief. RCS (Rich Communication Services) is the standard that replaces SMS: messages arrive in the phone's native messaging app but, like a chat, can contain images, video, buttons, read receipts and the company's verified logo. If the recipient cannot receive RCS, the message can fall back to SMS.
RCS vs SMS: the main differences
- Message length: SMS is limited to 160 characters per message; RCS allows far longer messages, so you avoid splitting content into several parts.
- Rich media: RCS can carry images, video and GIFs; SMS is text only.
- Interactive messages: buttons, forms and carousels are possible in RCS, not in SMS.
- Delivery and read receipts: RCS shows whether a message was delivered and read, and whether the recipient is typing.
- SMS fallback: if RCS is not available, the message can be delivered as SMS.
The verified sender badge
RCS business messages can show a verified profile: the brand's name and logo, checked by the platform. A verified profile raises trust, makes the brand easier to recognise among messages and makes company communication more credible.
RCS, SMS and WhatsApp Business compared
| SMS | RCS | WhatsApp Business | |
|---|---|---|---|
| Where it arrives | Native messaging app | Native messaging app | WhatsApp app, to be installed |
| Content | Text only, 160 characters per message | Long text, images, video, buttons, carousels | Text, media, buttons, catalogues |
| Verified sender | No, just a name or a number | Yes, with logo and verification badge | Yes, with a business profile |
| Read receipts | No | Yes | Yes |
| Requirements | Any phone, even without internet | Compatible smartphone and carrier, data connection | App installed and customer consent; messages started by the company use templates approved by Meta |
| If unavailable | n/a | Automatic fallback to SMS | No automatic fallback |
Does RCS work on iPhone?
Yes, with limits. Apple added RCS to the Messages app with iOS 18 (September 2024) and, with iOS 18.1 (October 2024), began supporting RCS business messages in selected markets and with selected carriers. Availability depends on the country and carrier, so check with your provider before planning a campaign (source: Twilio).
How to choose between RCS and SMS
Ask four questions: who your customers are and which devices they use; what kind of message you want to send (plain text, media, interactive); how much you want to spend and how many messages you expect to send; and what you want to achieve (loyalty, sales, support, brand).
Frequently asked questions
What is RCS?
Rich Communication Services is a standard defined by mobile operators as the evolution of SMS. It works over the internet and adds chat-like features: high-quality photos and video, typing indicators, read receipts and group chats.
What is the difference between SMS and RCS?
SMS carries only text, up to 160 characters per message, and works on any phone. RCS carries media and buttons and shows a verified sender and read receipts, but requires a compatible smartphone and carrier and a data connection.
Does RCS work on iPhone?
Yes. Apple introduced RCS in the Messages app with iOS 18 and business messages with iOS 18.1, but availability depends on country and carrier.
How much does an RCS message cost for a company?
The price is set by the provider and varies by country, volume and message type: usually per message or per conversation. Ask several providers for a quote and compare it with the cost of SMS, remembering that where RCS does not reach the recipient the message falls back to SMS.
RCS or WhatsApp for marketing campaigns?
It depends on your audience and message type. RCS arrives in the native app and has an SMS fallback; WhatsApp has a huge user base but requires customer consent and approved templates for promotional messages.
This article is also available in Italian.