Twilio has announced the global general availability of its Rich Communication Services (RCS) messaging platform, heralded as the most significant advancement in business messaging since SMS. With over 349,000 active customers able to upgrade to RCS through Twilio’s Programmable Messaging and Verify APIs without needing any code changes, this launch enables brands to send branded, verified messages featuring rich, interactive content such as call-to-action buttons, carousels, location sharing, and high-quality media.
RCS automatically upgrades eligible SMS messages on supported devices, adding business logos, taglines, and trusted verification confirmed by Google, fostering greater customer trust. Twilio ensures message delivery reliability by seamlessly reverting to traditional SMS when recipients’ devices or carriers do not support RCS. This blend of branding, engagement, and fallback capability represents a significant enhancement in customer communication.
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The move responds to rising messaging fraud and consumer skepticism, addressing a trust gap by clearly showing verified company branding in messages. Twilio’s RCS supports transactional communications like order confirmations, marketing campaigns rich with media content, and customer service dialogues requiring rapid responses. Research indicates businesses using RCS can see a 32% increase in customer engagement and conversion rates compared to standard SMS.
Twilio’s platform manages carrier registration, device capability checks, and message routing, simplifying enterprise adoption. Apple’s December 2024 introduction of RCS support on iPhones running iOS 18.2 further accelerates global RCS availability across 20+ countries and 55+ carriers, amplifying reach across major mobile ecosystems.
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Experts highlight RCS’s transformative potential, shifting business messaging from one-way notifications to interactive, transaction-ready workflows that support payments, authentication, and service requests within the messaging app itself. The combination of zero-code setup and built-in SMS fallback addresses adoption hurdles and ensures consistent delivery as enterprises embrace this enriched communication channel.
This launch solidifies Twilio’s leadership in business messaging innovation, offering brands a powerful, trusted way to engage customers with personalized, interactive experiences at scale.
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