The rich communication standard, or RCS, enables users to receive enriched text messages that feature greater options than SMS texts. For example, an RCS message from 1-800-Flowers could not only let you know when an order has shipped, but you might receive an option to upgrade the delivery, change the delivery time or access a sales promotion by tapping on a button or other interactive feature. The road to this reality has not been easy. The Verge phrases it this way, “Right now, RCS is still a bundle of confusing technologies, terms, and incompatible services.”
But the bundle might be loosening. In the same article, The Verge reports that Google aims to debut its “RCS business messaging.” The roll-out is only available through Sprint and will be available to users in Mexico at some point in the near future. The businesses that have signed on are not numerous, but they are logical choices. DHL, Booking.com, 1-800-Flowers and Subway are a few of the companies slated to use RCS format.
The technology has been in development for a year, but the complications outlined above were responsible for the program’s slow progress. Now with the tech ready to go live, and with some retailers and businesses buying in, a greater number of providers are interested in moving forward. The way forward is for corporations to establish the “Universal Profile 2.0″ standard” to establish service compatibility.
AT&T, Verizon and Samsung are now in support of the profile. The carriers that have signed on agree that Google’s Jibe RCS server will act as the service provider. Once universality is achieved, businesses, carriers, equipment manufacturers, intermediaries and RCS service providers will be able to effectively communicate, after which users will theoretically be able to replace SMS text messages and cryptic short-codes with rich communication features that feel more like an app than a text.
However, the feel can be a bit deceiving. Unlike business apps, RCS does not support end-to-end encryption. The SMS standard is to encrypt during transit, and RCS follows this same standard. Still, it is a form of communication that customers, marketers and businesses will find useful for last minute changes and increased customer engagement.
