Three UK and Virgin Media O2 have joined BT EE in rolling out RCS business messaging (RBM) on iOS in the UK in a deal with cloud comms provider Sinch. Adoption of RBM on iOS offers businesses unparalleled opportunities to engage with customers, including through Mobile Virtual Network Operations (MVNOs) like Tesco Mobile and Giffgaff, says the company.
RBM is transforming the way businesses connect with their audiences by offering features that go beyond traditional SMS. From engaging multimedia content to seamless two-way conversations, RCS empowers businesses to deliver personalized interactions that drive customer loyalty and satisfaction.
Forget plain text, says Sinch, RCS redefines communication with rich, interactive experiences, such as videos, carousels and branded content that invite customers to engage and explore. Businesses can provide real-time, personalised interactions that feel effortless, whether for customer support or conversational commerce.
Security is also paramount; RBM ensures secure communication, with verified sender identities, branded messages, and built-in security features that provide users with peace of mind.
Previously restricted to Android only, the addition of RBM for messaging on Apple devices is a huge opportunity for businesses to reach Android and iPhone customers in the same mobile inbox where they are receiving SMS messages today, (no third-party app) over a secure channel that has rich, interactive, and conversational capabilities.
“This is what the future of messaging looks like,” says Nicklas Molin, Executive Vice President of EMEA at Sinch. “Partnering with Three UK and Virgin Media O2 is a big step forward in delivering richer, more engaging interactions between businesses and their customers. Together we are making it easier than ever for brands to connect with people in ways that feel personal, secure, and impactful.”
Messaging disruption
The adoption of RCS by Apple is just part of an on-going disruption of the messaging market that has been seen in the past two years. Rising levels of fraud in SMS alongside a growing demand for richer messaging as a marketing and engagement tool for brands has seen a huge shift in how the market operates.
This shift has been recognised by Juniper Research in its Future Leaders Index, which outlines not only how the market has shifted, but also how a crop of new players are shaking things up. The index, which quizzes The Telecoms 100 and provides a unique insight into the future disruptors and potential emerging threats across telecoms identifies three key disruptors in messaging in 2025: SendBird, Front and Sleekglow.
The study finds that future leading players, such as these, are competing with leading players by developing vertical-specific messaging solutions – catering to service providers in key industries such as healthcare, retail and logistics. In turn, these players can grow their market share by offering the much-needed messaging management tools to capitalise on the growing demand for rich media messaging channels, such as RCS.
Research co-author Sam Barker says: “It is evident that supporting multiple messaging channels and implementing conversational AI is now not enough of a value proposition to attract new clients, especially smaller enterprises. Providing customised management tools for rich media will position these future leaders best to capitalise on a market set for substantial disruption in 2025.”
