From promotions to reminders, many businesses depend on mobile messaging to keep customers engaged, whether through a simple text message or a rich multimedia experience.
Choosing the right messaging protocol for your business can make all the difference in how you connect with customers. As mobile communication evolves, many companies wonder which type of mobile messaging is right for them.
Whether you're focused on maximizing engagement, enhancing security, or simply delivering a seamless user experience, choosing the right protocol will help you meet your goals. Let's dive into the differences and help you decide which path will keep your messaging on point.
What is a messaging protocol?
A messaging protocol is a set of rules and guidelines determining how messages are transmitted between devices. It ensures that the data sent from one device is formatted correctly and understood by the receiving device.
Protocols like short message service (SMS) and rich communication service (RCS) dictate the structure of messages, delivery methods, and supported features, ensuring seamless communication across different networks and devices.
Businesses often send marketing messages via text, including sales notices, purchase confirmation, and order tracking. Their choice of protocol can impact the messaging experience, capabilities, and effectiveness.
Following is a deep dive into the 2 most common types of messaging protocols, how they work, and where they differ, starting with SMS, the most established and widely available.
Short message service (SMS) messaging
SMS is one of the oldest and most commonly used messaging protocols. Despite the rise of more advanced messaging apps and protocols, SMS remains a reliable and essential communication tool worldwide.
Basic information
Short message service (SMS) was first introduced in the 1990s and supports exchanging short text messages between mobile devices. Initially, the service was only available between users of the same cellular network, but by the early 2000s, SMS worked with nearly every mobile device globally.
Availability and delivery
One of the primary strengths of SMS is its universal availability. Every mobile phone—whether a basic flip phone or the latest smartphone—supports SMS. It works seamlessly across all networks, devices, and regions since it relies on the cellular network to send and receive messages. Messages go through a carrier’s short message service center, which routes the message to the intended recipient.
Delivery is generally fast, although delays can occur in areas with poor network coverage or during times of high network traffic. However, SMS’s simplicity and reliance on the cellular network make it a reliable communication protocol for basic messaging.
Features
SMS primarily supports text messaging, up to 160 characters per message. If a message exceeds this limit, it is typically broken up into multiple messages, which are reassembled by the recipient’s phone. While SMS does not support multimedia, an updated version called multimedia messaging service (MMS) can handle some small media files like images and sound recordings. SMS allows businesses to send quick, concise messages to a broad audience, regardless of device or internet access.
User experience
Users don’t need to download apps or set up accounts to send or receive messages via SMS since this protocol relies on a device's built-in messaging app. For users who primarily communicate via text and don’t need images, videos, or audio files, SMS offers a no-frills experience. The character limit encourages brevity and efficiency, making it a great tool for quick, to-the-point messages.
For businesses, SMS provides a reliable and widely accessible way to reach customers, ensuring that customers can receive messages without downloading additional programs or the frustration of being unable to access features like high-quality images.
Security and privacy
Messages sent via SMS are not encrypted end to end, meaning third parties could potentially intercept or read them. Additionally, because SMS messages are stored on carrier servers, unauthorized individuals with access to the mobile network could see them.
Businesses should not use SMS for sensitive information like financial data or personal identification due to its lack of encryption and the potential for third-party access. However, SMS is generally considered secure enough for everyday use for non-sensitive business communication like appointment reminders or order confirmations.
Cost
SMS messaging costs vary by region, carrier, and mobile plan. In many countries, mobile plans include unlimited SMS or a certain number of free messages per month. In other areas, carriers may charge a small fee for each SMS message sent or received. For users without unlimited texting plans, costs can add up, so businesses that use SMS in their marketing should ask users to opt in to receive messages.
Rich communication services (RCS) messaging
RCS is a next-generation messaging protocol designed to enhance traditional text and messaging services by providing a more feature-rich and interactive experience than SMS. While RCS has many benefits, it's not as straightforward as SMS. Understanding the differences will help you decide which system makes the most sense for your business.
Basic information
Rich communication services (RCS) is a messaging protocol created by Google that offers advanced messaging features like group chats, read receipts, and multimedia sharing. It aims to bridge the gap between basic messaging and the more advanced capabilities of messaging apps like WhatsApp, iMessage, and Facebook Messenger. It operates over mobile data or WiFi, allowing for richer communication without the need for third-party apps.
Availability and delivery
To use RCS, the sender and receiver must have phones and mobile carriers supporting the protocol. While RCS has been available on most Android phones for a few years, it only became available to iPhone users in September 2024, and some carriers still don't support it.
Since RCS messages are sent over the internet rather than through the traditional cellular network, they're delivered faster when mobile phone users connect to a strong WiFi or mobile data signal. That said, users can continue messaging even if they switch between a data network and WiFi.
Features
The standout feature of RCS is its multimedia capabilities. Users can send large files, high-resolution images, and full-quality videos without compression. Additionally, users can send longer messages and audio clips and see read receipts or typing indicators, which mirror the experience offered by third-party apps like WhatsApp or Facebook Messenger.
RCS makes creating and managing group chats easier with features like adding or removing participants without starting a new conversation. In addition, RCS users can interact with suggestions that pop up based on the content of their messages, such as making reservations, checking the status of a flight, or confirming delivery times directly from the chat.
User experience
The user experience of RCS is seamless for those using supported devices and carriers. Unlike third-party apps, RCS is built directly into the phone’s native messaging app, meaning there’s no need to download additional software. Another advantage of RCS is the integration of rich media and interactive elements that allow users to make purchases, track orders, or communicate directly with customer service without leaving the messaging app.
However, there are still some limitations. If a message recipient's carrier or device does not support RCS, the message will revert to SMS, limiting the rich features. This creates inconsistency in the user experience, especially for businesses that communicate with people across different devices or networks.
Security and privacy
RCS does not offer end-to-end encryption, unlike WhatsApp or iMessage. Messages are encrypted during transit (meaning they are secure while being sent over the network). However, once they reach a carrier’s servers, they are unsecured unless the carrier itself has implemented end-to-end encryption. As a result, users need to be cautious when sending sensitive information via RCS.
Cost
RCS operates over data networks, which means there are no per-message fees. Anyone connected to WiFi or with an unlimited data plan can send and receive as many RCS messages as they want without incurring additional costs.
Additionally, while most carriers do not charge extra for RCS messaging, the protocol still depends on network support. Users should confirm with their carriers to ensure that the RCS message used is included in their messaging plans and that there are no hidden costs associated with its use.
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Should you use RCS messages or SMS messages?
For businesses, the choice between RCS and SMS depends on communication needs. RCS offers rich features like high-quality images and videos, making it ideal for engaging customers with multimedia content, promotions, and interactive messaging. If the target audience has RCS-capable devices and a brand's messaging strategy involves dynamic interaction, RCS's enhanced features can provide a more modern and personalized experience.
However, SMS remains a reliable and universal option, especially for small businesses with diverse customer bases. Since SMS works on any device without an internet connection, it’s perfect for reaching all customers, regardless of their tech setup. SMS guarantees that customers will receive your message, whether it’s an appointment reminder, order confirmation, or promotional message.
In summary, RCS business messaging is an excellent choice if your business needs rich engagement features and your audience supports it. However, remember that RCS messages sent to devices without support may not deliver the full experience, and SMS is still valuable for guaranteed reach and simple, effective customer communication.