RCS and the Rise of Conversational Commerce: What Brands Need to Know
Today’s consumers expect more than just transactions — they expect conversations. Whether it’s product discovery, order support, or a personalized recommendation, the shopping journey is evolving into a dialogue. Enter Rich Communication Services (RCS) for Business, the next generation of mobile messaging. It helps brands bridge the gap between inspiration and purchase — all within a single messaging thread.
For brands looking to future-proof their customer engagement strategies, RCS is more than just a channel upgrade. It’s the foundation of a more interactive, responsive, and frictionless commerce experience.
What Is Conversational Commerce?
Conversational commerce merges chat and shopping. Users can ask questions, browse products, receive support, and even make a purchase within a single messaging interface.
Until recently, third-party platforms like WhatsApp and Messenger mainly drove this. But RCS is bringing these capabilities directly to native messaging apps. It removes the need for additional downloads or logins and creates a more seamless experience.
How RCS Enables a Seamless Shopping Experience
RCS enhances traditional SMS by supporting rich visuals, branding, interactivity, and secure transactions — all in a familiar mobile inbox. Here's what makes it ideal for commerce:
-
Interactive product discovery — Carousels and image cards showcase items in an engaging, swipeable format.
-
Instant assistance — Chatbots and smart replies reduce friction, while handoffs to live agents keep the experience human when needed.
-
In-thread transactions — Embedded buttons allow users to act (e.g. purchase or book a service) without leaving the conversation.
-
Ongoing engagement — RCS supports post-purchase messaging such as delivery updates, feedback collection, and reorders.
The result is a more fluid and natural journey from browsing to buying — all inside the messaging thread.
A Universal Opportunity: RCS on Both Android and iOS
Historically, RCS on Android devices was limited to Google’s Messages app. That alone gave brands access to billions of users across global markets. But now, the game is about to change.
Apple confirmed plans to support RCS on iOS in 2024, marking a significant shift in the messaging ecosystem. Both iOS and Android finally aligned on a next-gen messaging standard.
Brands can soon reach virtually all smartphone users. They’ll deliver the same rich, interactive experiences — without compromise.
This unified support eliminates a major roadblock for brands hesitant to invest in RCS due to fragmented reach. It also sets the stage for consistent cross-platform messaging that brings conversational commerce to the mainstream.
Why Brands Should Take Notice
With mobile shopping becoming the norm, customers expect immediacy and personalization. Juniper Research projects conversational commerce will exceed $135 billion in global revenue by 2027. Channels like RCS fuel this growth.
Brands that adopt RCS now are better positioned to:
-
Drive more conversions — Keep users engaged with rich visuals, quick replies, and seamless in-chat checkout.
-
Minimize drop-off — Eliminate the need to jump between apps or websites during the shopping journey.
-
Deliver branded experiences — Full control over messaging aesthetics and verified sender info builds trust and brand equity.
-
Reach everyone, everywhere — With iOS and Android support, RCS unlocks full market coverage.
Why Syniverse
Syniverse has spent decades helping global brands power their messaging strategies with secure, reliable, and scalable infrastructure. We combine trusted carrier relationships, expertise, and support to succeed with RCS P2P.
We help brands connect, convert, and keep customers — right in their inbox with conversational commerce and pilot programs.
Final Thoughts
RCS is no longer just a future-looking innovation — it’s an immediate opportunity. And with both Android and iOS now behind it, there’s never been a better time for brands to explore what’s possible. RCS powers conversational commerce that launches, streamlines, and simplifies checkout.
Let’s reimagine the way we message — and the way we sell.
