Google has started RCS (Rich Communication services) to android based mobile phones and trying to capture the market share of WhatsApp market which is approx. Rs.2500 crores in India (source: Google). Currently, in India only Airtel, Jio & Vodafone India are supporting the RCS messages services.
Here are some points on how Google’s RCS is different from WhatsApp
1- RCS is a set of systems that has improved normal SMS features to advance modern messages like iMessage, and Facebook messages. Users can send rich media content over the message, read receipts, typing notification, time stamp on message.
For using all this feature it’s relaying on the carrier infrastructure. Maximum size of photos and videos up-to 105mb.
On the other hand, WhatsApp is an OTT (Over the Top) based messaging application. It only required the internet to send the message to others WhatsApp number without relying on carrier infrastructure.
2- RCS is a smart device and carrier supported feature so for a better RCS communication sender and receiver’s devices and carrier must be supportive for RCS parameters. No new app is required to use this feature in Android devices.
WhatsApp is an app-based platform and it supports all smart devices and there is no any carrier limitation. It’s easily available on App Stores, Google play stores, Microsoft store and WhatsApp website.
3- An RCS message will not be sent if the receiver’s device is not RCS supportive, it will be delivered to the receiver’s phone as a plain SMS.
WhatsApp does not have such a feature, it will not be delivered in any form if the receiver doesn’t have WhatsApp in their phone.
4- RCS messages is only limited to Android devices and there are no any cross-platform access features i.e, iOS devices and Windows. In addition, currently, RCS is facing challenges on iPhone limitations.
WhatsApp has a cross-platform feature like mobile application, and web/desktop-based WhatsApp (Android/Window/iOS) which makes its high reach in the users.
5- RCS has a lack of end-to-end encryption by default, it will only be upgraded when RCS chats turned on the Google Messages.
WhatsApp chats are encrypted by default, and they have updated their upgrade policies from time to time.
6- RCS’s prices are higher compared to a normal SMS. Telecom service providers like Airtel, Jio charge on RCS adoption.
On the other hand, WhatsApp is totally free for an individual person, but when a brand opted for the WhatsApp API that is a cost for a brand.
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RCS Vs SMS Marketing
1- There is not only a minor but also a very big difference between RCS and SMS. Both are similar app but with a very different technology and approach.
2- There is no further app required for RCS and SMS, but RCS used carrier data or wi-fi connection to use but for SMS it just required the carrier network to deliver to another mobile number.
3- In RCS we can send the Rich media content up-to 105mb and 250,000 characters in a single message. But in SMS it only has 160 characters in a single message.
4- Currently RCS is compatible only on Android devices and as per google source around One Billion active android users active globally. SMS has a good position in this every single person on this planet who is using a mobile phone, doesn’t matter if they have iPhone, android phone or feature phone using SMS on a daily basis. So, by saying this in day-to-day life SMS used more than RCS will not be a lie.
5- With the help of UX and Rich media content, brands can send personalised campaigns to its customers including product images, buying links or call to action buttons. It gives more options to connect or engage with the customers but in SMS brands can send promotional text messages with tiny URL or transitional text messages.
6- RCS gives us the accessibility to interact with the chatbot with some predefined questions in real time and decide to buy or opt for the services. Whereas in SMS there is not such as advanced features to interact but, in some cases, users can get some very basic details i.e. checking the validity of mobile plan, available balance, recharger plan etc.
RCS vs Email Marketing
As a marketing channel, Email has a strong presence in digital marketing. If a business uses its potential they can get a very good result from it. But can RCS take email marketing? Let’s have a look at it, but before starting the comparison between these two channels we use RCS as RCS business messages and Email as AMP email where you can select & order the product without land to the business website.
1- In Email Marketing with AMP components sender can send a carousel to the receiver just like the RCS business messages but there is a major difference between the two is in Email it gives a way better experience compared to the RCS business messages.
Here is an example, suppose a hotel sends his hotel stay campaigns on AMP email and RCS business messages in a carousel form where the user can do a left right swipe to see the room features. In first view both will look the same but in email it gives some features i.e. receiver can see the hotel rating on the email whereas in RCS business messages you need to contact the hotel for further information.
So here an AMP email gives a good UX experience to the user without going to the hotel websites.
2- Before starting Email marketing, there is a long journey for a business to start its campaigns i.e., obtain domain and subdomain names, DNS setups, domain and IP warmups, validated user data, email marketer services, user journeys and so on activities.
It’s a time taking process and involves so much effort and man power into this. On the other hand, RCS business messages are very easy compared to email marketing. Any business can get his verified RCS account and message template from google and can start its services with the supportive RCS networks within the less time and manpower.
3- In Email marketing, the biggest challenge for a brand is landing their mails in Spam, unsubscribe rate, hard/soft bounces. To resolve this challenge business, follow many business strategies, study the customer buying pattern which took so much time and money.
On the other hand RCS business message has the advancement that RCS messages are directly delivered to the customer mobile messages app, if any customer device is not RCS supportive then that message will automatically turned into the text messages to deliver to the customer mobile number. So, in RCS businesses are saving their money and getting a better ROI than Email marketing.
4- As per Google emails, open rates are 20% and RCS open rates are 90%. We it’s a subject of big decisions. As per my understanding it’s all about the customer conversation rates like from which platform users are going to buy the products and services.
Also Read- What is RCS Messages and its benefits? All you need to know in 2024
RCS 90% open rates is a good number but it’s not a guarantee that all 90% users will be your 100% customers, it might be possible in 20% open rates you email users can be your 40% customers by purchasing the products and services. So, it’s all about how many users are converting to customers.
We are living in a Digital World where everything is available online. Customers are available across Digital touch points Email, SMS and Voice and New age Communication channels WhatsApp and RCS. It’s important for the brands to reach out to their customers where they are!
So, are you interested in reaching out to the customers via RCS? I am sure you don’t want to miss the opportunity to interact with your potential and loyal customers.
Let’s connect for RCS product walk through to take the discussion ahead. Please login to www.enrcloud.com or write us at hello@enrcloud.com
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
