Mobile communication is evolving rapidly and RCS (Rich Communication Services) is really starting to make its mark on the world. The technology is already widespread in several countries - and there are indications that we will soon see it in Denmark too.
RCS offers a new way of communicating: more visual, interactive and app-like - but still directly in the recipient's messaging app. No new downloads. Just more visually engaging messages.
RCS is not yet widely available in Denmark - but your organisation can prepare now by collecting the correct permissions and incorporating the channel into your existing communication strategy.
Read below to learn more about what RCS is and how you can prepare your organisation for the technology now.
What is an RCS message?
RCS stands for Rich Communication Services and is - in short - a further development of the classic SMS message. Already by the end of 2023, RCS reached over 1 billion users worldwide(Google). So it's a technology that's here - and that many already use in their daily communication.
Whereas SMS is text-based and limited to 160 characters, RCS allows your organisation to send interactive messages with rich media and up to 3072 characters.
And the best part? It all happens in the recipient's existing messaging app - the same place where they receive SMS messages. Instead of introducing a new channel that both you and your customers have to learn to use, RCS improves a channel we already know.
This is exactly what makes RCS so attractive.
With RCS you can, among other things:
- Send messages containing images, audio files, PDFs, videos and more.
- Share (live) locations and calendar events
- See when the recipient has read your message or writes back
- Create group messages with multiple recipients in one thread
- Opportunity to verify and brand your company as a sender
- Have more lively, chat-like conversations with your customers.
RCS brings together all the best functionalities and qualities of SMS, apps and email into one unified communication solution.
RCS Business Messaging (RBM) - RCS for businesses
A distinction is made between regular RCS and RCS in a commercial context - the latter is called RCS Business Messaging (RBM for short).
RCS is when two private individuals communicate. For example, users can view the "typing now..." status, send large images and files or react with emojis. Many Android users already know this experience from Google Messages, while iPhone users know it from iMessage.
RCS Business Messaging (RBM) is when organisations communicate with consumers (A2P) - and this is where RCS technology really gets interesting for you. A report from Omdia predicts that A2P RCS traffic in Europe will increase from around 800 million messages in 2024 to 11 billion in 2029 (Ritzau).
This shows that RBM is a technology you should already be preparing for.
At the same time, customers today expect much more personalised and relevant messages. A study by the Boston Consulting Group shows that 80% of consumers actually expect it as standard(Boston Consulting Group).
RCS makes it possible to deliver these tailored, personalised messages directly into the recipient's existing messaging app. Here you can use your data to recommend relevant products and guide the customer through the buying journey - all in one thread.
To ensure customer trust in RCS communications, organisations must be approved and verified before they can send RCS messages via Business Messaging. In this way, the sender identity and user experience is more controlled than with a classic SMS broadcast.
How RCS works
RCS is an IP-based technology, which means that messages are sent over an internet connection - either WiFi or mobile data - rather than the traditional mobile network that SMS uses. It provides access to a wide range of features that were not previously possible in the regular messaging app.
With RCS, users can see when the recipient is typing (typing indicator), whether the recipient has read the message (read receipt) and if they are online. In other words, RCS is similar to the type of messaging many people are familiar with from various chat apps - but the communication now takes place directly in the phone's messaging app and requires no installation of anything new.
This last point is what makes RCS and RBM so attractive to your business. Because you don't need to demand anything new from your SMS recipients - they are already used to receiving communication from you in the messaging app, and with RCS you can make that experience even more vibrant and interactive.
What does RCS require?
RCS is a collaboration between mobile manufacturers and network operators, which means coverage is not as stable as SMS. For a message to be sent as RCS, both sender and receiver must have:
✅ an RCS-compatible phone with RCS enabled
✅ a supporting network provider.
If these conditions are not met by the recipient, you can choose whether your message should be automatically converted and sent as a traditional SMS instead. This solution ensures that your messages always reach the recipient, even if the recipient does not have RCS enabled.
How is an RCS message structured?
RCS messages are more than just text - they are built like small, interactive cards that can be customised as needed. Where SMS has a clear character limit of 160 characters per message, RCS gives you much more freedom.
How much you can write and how the message is presented depends on the format and choice of rich media.
For example, a simple text-only RCS message can contain up to 3072 characters. An RCS message with carousel, on the other hand, can consist of up to 10 cards, where each card can contain:
- one image, one video or one audio file
- a title of max 200 characters
- a body text of max 2000 characters
- Up to 4 buttons with CTAs.
Send media such as an image, video or PDF. On its own, it works like a carousel: One file equals one card with title, body text and CTA options.
This means that you can send messages with up to 22,000 characters on up to 10 cards. However, as with SMS, we recommend keeping the text crisp and easy to read, as long texts can be truncated on some devices and lose the recipient's focus.
Read more in the article: How to write the perfect SMS
RCS vs. SMS - differences and similarities
SMS has long been one of the most trusted communication channels - with good reason. It works across all mobile phones, requires no internet connection and has an unrivalled open rate of up to 98%.
At the same time, SMS is one of the most direct and personalised ways to communicate with customers and users.
RCS is based on the same basic idea as SMS, sending messages directly to the recipient's mobile phone, but adds modern features and new possibilities for interactivity, branding and more data.
So there are obviously some similarities between the two ways of communicating - but also some new differences.
What does it mean to you?
While SMS is still the most reliable choice, RCS opens up new opportunities for personalisation and engagement - great news if you want to strengthen your company's brand and interaction directly on the customer's mobile phone.
At inMobile, we don't see SMS and RCS as an either-or, but as a both-and solution.
Who can use RCS?
RCS is relevant if you want to communicate with your customers in a more visual, engaging and app-like way. The technology is highly relevant in marketing, sales and customer service.
Many companies also spend large amounts of time, money and resources on getting customers into their own apps - but few apps are actually used.
RCS, on the other hand, requires no downloads as the user's messaging app is already installed on the phone. This makes the channel extremely easy to onboard for both you and your customers.
RCS technology has actually been in development for many years. The development of RCS began in 2007 and was first introduced to the world in 2008. But it wasn't until 2015 that it became possible to use RCS on Android phones.
Apple has been slower to embrace the technology, but in September 2024 it finally became possible to use RCS on iPhone with the rollout of iOS 18 - and with iOS 18.1, released in November 2024, it also became possible to use RCS Business Messaging on iPhone(apple.com). However, RCS is not yet supported on iPhone in Denmark. Therefore, not everyone can use RCS yet.
Examples of using RCS
Order confirmation and delivery info
Send order confirmations and delivery information in a clear and engaging format - for example, with product images, delivery status and live tracking.
Booking confirmations and appointment reminders
Send appointment reminders and allow the recipient to confirm, change or cancel a booking - directly in the RCS message.
Feedback and questionnaires
Collect feedback quickly and easily with buttons and quick replies - without sending the recipient to a form.
Marketing campaigns and sales
Consumers are 35 times more likely to read an RCS message than an email(Messageflow). This makes the channel ideal for campaigns with images, buttons and links.
Education and training
Send online lessons, guides and quizzes directly in the messaging app - perfect for onboarding, guides or e-learning programmes.
Customer support
Offer fast and personalised support. Add automated response options, guides for guidance and have real-time customer dialogues.
RCS in Denmark: Are we ready?
RCS is now widespread in several countries, but in Denmark the infrastructure is not yet fully in place. Although both Android and iPhone support RCS as a technology, its practical use in Denmark is still limited.
However, there are indications that the technology is not far from making its way here in Denmark as well.
What does this mean for Danish companies?
Although RCS is available in several markets, it is not an option in Denmark - yet. There is also no date set for when Apple and the rest of the Danish telecoms companies will open up RCS technology.
Until RCS is opened up on Danish networks, SMS is still the most stable and efficient way to reach your customers' mobile phones directly.
What should you do - now?
RCS is just around the corner and if you want to stay ahead of the competition, you and your business need to start preparing today. It's not about getting everything ready all at once - it's about taking the right steps today so you're ready when the technology becomes available in Denmark.
Here's what you should consider now:
1. Start collecting mobile numbers (permissions)
A strong permission base is essential for sending messages - both as SMS now and as RCS later. The more permissions you have, the faster you can scale your communication when RCS becomes possible.
Read the article: How to collect SMS permissions
2. Actively use your permissions now
The numbers you collect can be used for SMS campaigns today. It gives you valuable experience with text-based mobile communication - and access to data you can use to shape future RCS flows.
3. Review your existing messages and flows
What messages do you currently send via email, apps or systems that would be more effective if they were more visual and interactive? Look at promotions, order confirmations, reminders and support.
Looking for inspiration? Get your guide: 6 steps to your SMS marketing strategy
4. Think RCS and SMS together
RCS will not replace SMS or email - it will complement them. Plan now how the different channels will interact and how to handle fallback from RCS to SMS so that messages always get through.
5. Stay tuned
RCS offers enormous opportunities - and at inMobile we follow the development closely and are ready to help your organisation take advantage of them. We are currently preparing our platform so that you can get started quickly and easily as soon as the technical framework in Denmark is in place.
Sign up for our newsletter or follow us on LinkedIn. You'll be among the first to hear when RCS becomes a reality in Denmark.
Want advice on how to build a strong permission strategy - or use SMS in your flows now? Then get in touch with us. We're happy to help you get started.
FAQ about RCS
What is RCS?
An RCS message is an upgraded form of SMS that allows you to send images, videos, buttons and interactive elements directly in the messaging app - without the need for a separate app. It is also called Rich Communication Services.
How does RCS work?
RCS works over the internet (WiFi or mobile data) and requires both sender and receiver to have an RCS-compatible device, a messaging app and network support. If not all requirements are met, the message is automatically converted to a regular SMS instead.
What is the difference between SMS and RCS?
SMS is text-based, works on all phones and does not require internet. RCS supports rich media, reader receipts, branding and interactive elements - but requires supporting devices and an internet connection.
Is RCS available in the UK?
RCS is not yet fully supported by Danish mobile operators. This means that functionality in Denmark is limited - for both Android and iPhone users - until operators implement the technology.
Can I send RCS messages to iPhones?
Apple has launched RCS support with iOS 18, but the user must have the feature enabled and the message must be sent via an operator that supports RCS. This is not yet possible in Denmark.
How many characters can an RCS message contain?
It depends on the content of the message. A simple RCS text message can contain up to 3072 characters. For example, in a carousel, each card can contain 200 characters in title and 2000 characters in body text - you can use up to 10 cards in the same message.
Should I choose RCS instead of SMS?
Not necessarily. SMS is still the most reliable and universal messaging channel. RCS is a great complement, especially if you want to offer visual and interactive communication - but since you can't be sure that all your recipients have RCS-enabled devices and activated the feature, you should ensure a fallback to SMS.
Which organisations can benefit from RCS Business Messaging (RBM)?
RCS is suitable for companies in all industries, and marketing, customer service and sales in particular can benefit greatly from more personalised, interactive communication on a platform that the recipient already knows and feels comfortable with.
When can inMobile offer RCS?
At inMobile, we are already preparing our platform, but RCS will only become part of our offering when the infrastructure in Denmark supports it. Until then, we are happy to advise you on how to best prepare your business.
