Mobile communication is evolving rapidly, and RCS (Rich Communication Services) is already widely adopted around the world. In Denmark, however, availability remains limited and depends on the recipient’s mobile operator and device.
Although RCS is not yet widely available in Denmark, your business can start preparing now. This includes collecting consent, testing the format where possible and incorporating the channel into your communications strategy.
RCS messages give you a new way to communicate: more visual, interactive and app-like, while still arriving directly in the recipient’s existing messaging app on their phone.
In this article, you will get an introduction to RCS, how the technology works and the opportunities it offers businesses.
Keep up to date with the latest RCS status here: RCS status.
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 with 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 for Business
A distinction is made between regular RCS and RCS in a commercial context - the latter is called RCS for Business(previously it was also called RBM: RCS Business Messaging).
Consumer RCS is used for communication between individuals. Users can, for example, see typing indicators, send large images and files, or react with emojis. Many Android users will already know this experience from Google Messages, while iPhone users will know it from iMessage.
RCS for Business 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 RCS for Business 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 in the recipient's messaging app. Here you can use your data to recommend relevant products and guide the customer through the buying journey - all in one thread.
RCS agents
If your organisation wants to send RCS messages, you need to have an RCS agent. An RCS agent can be seen as your company "profile" in the mobile messaging app. Recipients can see the company name, logo and contact details as well as a verified badge.
An RCS agent is required for all companies that want to send RCS messages.
That's why the verified profile is also a huge trust signal to the recipient. Not only does it create recognition in the inbox, but it also tells the recipient that the message is actually from you.
Read more in inMobiles Guide to setting up an RCS agent.
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.
RCS is therefore in many ways similar to the type of messaging you know from various chat apps - but the communication now takes place directly in the phone's messaging app and requires no installation of anything new.
It's this last point that makes RCS so attractive to your business. Because you don't need to demand anything new from your SMS recipients. They're 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 requires support across both the mobile device and the mobile operator. As a result, actual availability depends on the recipient’s setup. For a message to be sent and received as RCS, both the sender and the recipient need:
✅ an RCS-compatible phone with RCS enabled
✅ a mobile operator that supports RCS
If these requirements are not met by the recipient, you can choose whether the message should automatically be converted and sent as a traditional SMS message instead. This ensures that your messages can still reach the recipient, even if they cannot receive RCS.
What does an RCS message look like?
RCS messages consist of more than just text. They are built as small, interactive maps 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 elements.
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.
If you send media such as an image, a video or a 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
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, employees, business partners, etc.
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 for you?
While SMS is still the most reliable choice, RCS opens up completely new possibilities for personalisation and engagement. This is great news for those who want to strengthen their company 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 for businesses that want to communicate with customers in a more visual, engaging and app-like way. The technology can be used across marketing, sales and customer service.
Learn how Molly & My increased revenue per recipient by 440% on their first RCS campaign.
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 is not brand new
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 for Business on iPhone(apple.com).
RCS use cases
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 RCS marketing 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 the Nordics: Are we ready?
RCS is already widely available in many markets, but availability in Denmark remains limited because the infrastructure is not yet fully in place. And although both Android and iPhone support RCS as a technology, actual reach depends on both the recipient’s mobile operator and device.
Across the rest of the Nordic region, progress is generally further ahead, with greater operator support. In Denmark, we need a little more patience.
Would you like the latest status? We follow developments closely and continuously update our article RCS status in Denmark and the Nordic region.
What does this mean for Danish companies?
Limited availability means that RCS cannot yet stand alone as a channel for the wider Danish market. SMS therefore continues to play an important role – both as a standalone channel and as a fallback when a recipient cannot receive RCS.
That does not mean you need to wait to get to know RCS. You can already test the format where possible and start building experience with its visual and interactive capabilities.
What should you do now?
Although widespread RCS availability in Denmark is still some way off, there is good reason to start getting to know the channel now – especially if you want to stay ahead of your competitors.
The aim is not to prepare everything at once, but to use the time to build experience and put the most important foundations in place. This will leave you better positioned when RCS becomes widely available in Denmark.
Here is what you should consider already:
1. Start collecting mobile numbers (permissions)
A strong opted-in audience is essential for sending messages – both SMS and RCS. The more relevant consent you have, the better positioned you will be as RCS reach grows.
Read the article: How to collect SMS permissions
2. Use your permissions actively now
You can already use the numbers you collect actively in your SMS campaigns. Consider using SMS for broad reach and testing RCS where possible. This will give you valuable experience and data that you can use to develop your 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 can get through even when the recipient cannot receive RCS.
5. Stay up to date
RCS holds enormous potential and is evolving continuously. At inMobile, we naturally follow developments closely – both in Denmark and across the other Nordic markets.
Sign up for our newsletter or follow us on LinkedIn if you would like to stay up to date with developments and the opportunities offered by RCS.
Would you like advice on how to test RCS now? Get in touch. We are happy to share the experience we have already gained.
FAQ about 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.
RCS works over the internet (Wi-Fi or mobile data) and requires both the sender and the recipient to have an RCS-compatible device with RCS enabled, as well as a mobile operator that supports the technology. If these requirements are not met, SMS can be used as a fallback.
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.
Yes, but availability remains limited. Actual reach depends on the recipient’s mobile operator and device.
Follow the latest developments in our article RCS status in Denmark and the Nordic region.
Apple supports RCS on iPhone from iOS 18, but actual availability depends on the market and mobile operator. RCS on iPhone is not yet available in Denmark.
Follow our RCS status article for the latest developments.
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.
Not necessarily. SMS is still the most reliable and universal messaging channel. RCS is a valuable addition, especially if you want to offer visual and interactive communication. However, not everyone on your list will necessarily be able to receive RCS, so you can use SMS as a fallback.
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.
Yes. RCS is already an integrated part of inMobile, and you can send RCS to recipients where the technology is supported. In the Nordic countries, current reach remains limited, but you can already start testing the format and building experience with the channel.
Contact us if you would like to learn more about getting started.
