RCS vs. SMS: What’s the Difference? The Ultimate Guide to RCS and SMS Messaging
RCS vs. SMS: Which is better? There’s no simple answer to this question. The two messaging standards have their strengths and weaknesses, and it’s important to understand these to select the best option for your business communications. In this article, we’ll explore the features and benefits of RCS and SMS and look at what kinds of questions you should be asking before making your decision.
If you’re considering developing messaging-based marketing campaigns, check out the full range of Vonage Communications APIs to help your messages land with impact.
What is RCS?
What is RCS messaging, and what is an RCS text message? RCS stands for Rich Communication Services, a modern standard for sending messages over mobile devices.
Unlike traditional SMS, an RCS message is distributed via a data connection or wifi signal. In other words, it travels via the internet rather than over a cellular phone network.
In that respect, the experience of using RCS is much more akin to sending messages via a messaging app like WhatsApp or iMessage than via traditional SMS. And in fact, there are other similarities, too — particularly with respect to the advanced features the RCS standard supports.
Key RCS features and characteristics
Here are a few of the key features and capabilities of RCS messaging.
Verified sender profiles
For businesses, it’s possible to customize RCS messages with a verified logo. This is highly useful for creating messaging campaigns with a professional polish. The recipients of the messages know at a glance which company it’s from, which makes them more likely to trust the message is authentic.
File-sharing functionality
You can share large files over RCS, typically up to 100MB. This is thanks to the fact the messages are sent over a data network, so there’s no problem sharing documents and video files just as you can with a dedicated messaging app.
Rich cards
Rich cards are a method of sending a large amount of information in one message. You can send text and other media in batches and generate suggested responses for the recipient, which makes it easier for them to engage.
Suggested actions
You can set RCS messages to suggest potential follow-up actions and responses. For example, buttons to book a service or purchase could be included.
Other advanced features
The RCS standard also supports many of the features you’re probably familiar with from messaging apps. For instance, comprehensive group messaging functions, live typing indication and read receipts give you real-time feedback on user engagement.
Benefits of RCS
RCS messaging has several benefits for businesses, including:
More flexibility
RCS messages have more capabilities than traditional SMS ones. In addition to creating more detailed messaging thanks to the expanded multimedia options, being able to invite specific responses opens up a variety of messaging possibilities.
Better customization options
This flexibility extends to improved customization in general. As you can incorporate a verified logo and other branding into RCS messages, you can tweak how they look as much as you like, reinforcing your brand messaging.
Higher user engagement
As a result, RCS business messaging tends to encourage higher levels of user engagement. A simple text can get a basic message across, but when you send your customers detailed information and give them customized options to respond with, they’re more likely to interact.
Failover to SMS
RCS messaging offers rich, interactive communication features, providing businesses dynamic ways to engage customers. If an end user does not have RCS capabilities, the message automatically fails over to SMS, ensuring reliable delivery and maintaining communication continuity.
Cost-effectiveness and time-saving
SMS and RCS have similar costs, but setting up SMS can be more time-consuming due to the need for registering 10DLC, short codes, or toll-free numbers, which also add expenses. Additionally, SMS requires opt-in consent from end users. RCS, however, can leverage the same opt-in consent and offer a simpler registration process. In some cases, RCS can be more cost-effective — especially for messages exceeding the 160-character SMS limit. With RCS, you can send a single message up to 3,072 characters, potentially reducing the need for multiple SMS messages and lowering costs.
Disadvantages of RCS
You might be thinking, ‘What are RCS messages if not the ideal solution?’ The truth is there are a few drawbacks, although not too many.
Availability
For a long time, Apple devices didn’t support RCS messaging, which made it a non-starter for large text campaigns. That’s now changed, as Apple rolled out support for RCS in iOS 18. Even so, some devices still can’t receive RCS messaging, namely feature phones that rely solely on cellular networks.
The opt-in issue
You have to enable RCS messaging on your device; it’s not enabled by default. That means that if you’re planning an RCS campaign, you’ll only be able to reach people who have enabled RCS on their phones effectively. If they haven’t, they’ll see the message as SMS/MMS instead and miss out on the more advanced features.
Internet dependency
RCS messages need the internet to work. If there’s an outage or your device is located in a blackspot, you won’t be able to send or receive messages in RCS format. This can make RCS messaging slightly less reliable than traditional SMS messaging in areas where establishing a data connection is not guaranteed. But with SMS failover capabilities, you're covered when an internet connection isn't available.
What’s the difference between iMessage and RCS?
The biggest difference is that iMessage is a native Apple application, whereas RCS is a device-agnostic messaging standard that multiple carriers offer. This means that iMessage is only available for Apple devices. For the security-conscious, it’s also interesting to note that RCS messages are only encrypted in transit, whereas iMessage features end-to-end encryption.
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What is SMS?
What is SMS messaging? To be fair, SMS (Short Message Service) probably needs little introduction. It’s the friendly, reliable old workhorse of messaging standards, and it’s been in regular use since the 1990s.
Essentially, the user types a short message into their phone, which sends it to the intended recipient across the cellular phone network. SMS is so commonplace that many businesses deploy an SMS API to develop their own customized SMS campaign solutions, so it’s still relevant as a component of a successful marketing strategy.
Key SMS features and characteristics
Here’s a quick overview of the basic characteristics of the SMS messaging standard.
Text-only
An SMS message is text-only. Unlike with RCS, it’s impossible to use SMS messages to transmit other media types. (However, the related standard MMS (Multimedia Messaging Service) allows audio and video files to be transmitted over the cellular network.)
Character limit
The total number of characters in any SMS message can’t exceed 160. If the message is longer than that, it will be automatically split into multiple messages before being transmitted. Most modern carriers stitch the messages back together again when they arrive, so the recipient barely notices the difference.
Cellular network transmission
When you type out an SMS message and send it, your phone carrier converts the message and the intended recipient’s phone number according to the GSM standard. It then sends this data to the nearest mobile phone tower. From there, it travels through the cellular network until finally arriving on the recipient’s phone.
Benefits of SMS
Long before modern messaging apps were developed, SMS was a highly popular way of sending text messages from phone to phone. And many of the features that made it so popular are still relevant today.
Ease of use
SMS messaging couldn’t be easier; just type a message into your phone and tap “send.’”
Reach
Since you don’t need to install a messaging app or have an advanced device to use SMS, its reach is unparalleled. According to the Pew Research Center, around 98% of Americans own a mobile phone in 2024. And you can reach every single one of them with SMS messages.
Reliability
Finally, one of the most important benefits of SMS messaging is its reliability. It is so reliable that it acts as the fallback when messages sent via the more complex RCS standard can’t be transferred in that format. Instead, the recipient will receive the message as a pared-down SMS.
Disadvantages of SMS
Despite its reliability, cost-effective deployment, and enormous reach, SMS has a few drawbacks.
No rich media
The biggest downside of SMS is that you can only use it to send text messages. If you want to send messages that include audio or video, you won’t be able to do it with SMS. For businesses, this limits the range of messages they can include in campaigns.
Difficult to measure success
If you use SMS marketing campaigns, it can be tricky to establish exactly how successful they’ve been. You can track other kinds of digital campaigns much more easily.
Lack of security
As SMS messages aren’t encrypted end-to-end, cybercriminals could access the content, making them less than ideal for secure communication.
How does SMS differ from iMessage?
Again, remember that iMessage is a native Apple application that only works on iOS devices. SMS, on the other hand, is a universal standard that’s enabled by default on every mobile phone, whether it’s a smartphone or a feature phone.
What is the difference between SMS and RCS? Comparing the two:
What is the difference between RCS and SMS? The easiest way to set this out is to compare the two standards. So, here it is: RCS message vs. SMS.
RCS
SMS
Character limit
3,072
160-character limit
Rich media content
Supports multiple media types, including video, gifs, text, and more
Does not support
Transmission method
Via 4G/5G data networks/Wi-Fi
Via cellular network only
Reach
Only smartphone owners who have enabled RCS
All phone owners
Security
Encrypted in transit
Unencrypted
User experience
Supports interactive features and suggests actions
Text chat only
Customization
Can add brand logos and verified sender information
Alphanumeric Sender ID possible, but not universally available
Is RCS or SMS better for text marketing?
SMS and RCS can both be useful in marketing campaigns, but it’s important to understand which to use in any given circumstance. In some situations, either RCS or SMS would be the better option.
Use SMS if:
Achieving wide reach is the most important consideration.
You only need to send simple text messages.
Immediate, direct one-way communication is the goal.
Use RCS if:
Visual appeal is a key element of the campaign.
You want to leverage the potential of interactivity.
Focusing on brand messaging is important.
What can SMS vs. RCS offer your business?
The decision of whether to use RCS or SMS, then, doesn’t have to be a binary one. There are some situations where RCS messaging will create a better impact, but others where the broad reach of SMS will make it the more effective option for your business. As with many things, it mostly comes down to customer needs and preferences.
If your goal is to maximize direct conversions, the interactive features of RCS can help, and it may be worth sacrificing SMS's broader reach in that case. On the other hand, spending time and money developing a sophisticated RCS-based campaign would probably be overkill for more simple campaign messages that could be relayed by SMS.
Which media and devices support RCS texting and SMS?
You can use RCS messaging if you have an Android device running Android 5.0 (Lollipop) or later or an Apple device with iOS 18 or later. You just need to make sure RCS is enabled on your device.
SMS messaging is available on every mobile phone, provided the user has a text-messaging plan from their carrier.
Why RCS is the future
In a world of increasing digital complexity, the future of RCS messaging looks bright. While SMS undoubtedly still has its place, RCS will likely supersede its use over time.
This is partly because RCS has so much to offer businesses. The growth in RCS messaging will probably be driven more by business usage than by individuals, at least to begin with. The additional features and capacity for deeper engagement with customers make RCS an indispensable element of any modern message-based marketing campaign.
Why now? The trigger was pulled when Apple finally decided to include support for RCS in its iOS 18 update. With the iOS family now fully on board, we can expect to see an acceleration in business uptake. A study from Juniper Research has found that Rich Communication Services business messaging traffic will reach 50 billion messages globally in 2025.
RCS vs. SMS: Discover the right solution for any communication approach
If you’re considering developing a messaging-based campaign for your company, you’ll need the right tools to make it work.
Whether your focus is on RCS, SMS messaging, or social messenger apps like WhatsApp or Viber, Vonage has a range of Communications APIs that can help you create customized conversations that transform the customer experience.
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Still have questions about RCS vs. SMS?
SMS is easy to use, and because it’s not dependent on a data connection, it’s extremely reliable. The main drawback of SMS is that you can only use it to send text messages that are limited to 160 characters.
With RCS, you can send multiple media types and transfer large files. It also has advanced features such as comprehensive group chat functionality, the capacity to add interactive features, and suggested responses for the recipient to choose from. However, it does need a robust data connection to work, and because not all phones are RCS-enabled, its reach is smaller.
You can generally disable it in your phone settings if you don’t want to send or receive RCS messages. You’ll be able to do this on Android devices via the Google Messages app; on iOS, it’s located in Settings -> Apps -> Messages. Once you’ve done this, any RCS messages will come through in SMS format.
This simply means your device is enabled to use RCS messaging. If you’d prefer to see messages in SMS/MMS format instead, you can disable RCS messaging in your phone settings.
It’s unlikely. There’s no real reason to do so unless you’re concerned it could use too much data. You’ll still receive messages RCS sends even if your data connection isn’t working because they’ll be delivered in SMS/MMS format instead.
RCS itself is generally free to use for the recipient. The only potential cost associated with it for any individual user would be the cost of the data allowance it uses up.
