From SMS to RCS- The Revolution in Rich Communication Service Messages Grabs India’s Attention ( More Than a Trend- It’s a Pathbreaker!)

Geta Msg

— 4 min read
From SMS to RCS- The Revolution in Rich Communication Service Messages Grabs India’s Attention ( More Than a Trend- It’s a Pathbreaker!)
rich communication services India

Introduction

India, with its evolving mobile communication service, is seeing a new era. The rich communication services India have made the days of SMS a thing of the past. With massive smartphone users nationwide, India’s messaging is becoming richer, more engaging, and more interactive, thanks to technologies like Rich Communication Service (RCS) Messages.

RCS messaging in India

RCS technology is slowly taking over, transforming the way businesses and consumers connect. But what exactly is RCS, and why should businesses care? Simply put, it is a richer, interactive messaging experience that allows businesses to send media, create chatbots, and offer services directly through messaging apps.

Data from GSMA Intelligence shows that India had 1.12 billion cellular mobile connections at the start of 2024. Now as we approach year-end it is definitely gone way ahead.

India’s smartphone market is booming.  Users are using mobile messaging for everything, from shopping, and banking to customer support. With more Indians getting smartphones, RCS messaging in India is an ideal solution to improve user engagement.

How Does RCS Differ from SMS?

While SMS is restricted to 160 characters and basic text, RCS brings a whole new set of features like image sharing, interactive buttons, and even real-time communication with businesses. Think of it as an upgraded version of SMS, where you can chat with businesses just like you would with friends on WhatsApp.

RCS allows businesses to send richer, branded messages. These can include logos, product carousels, and even payment options, making interactions more engaging and seamless.

This is way beyond what traditional SMS can offer. Plus, it’s directly built into Android’s default messaging app, so users don’t need to download a new app to enjoy RCS features.

RCS in Business: Why Companies in India Should Care Now?

For businesses, RCS isn’t just about sending messages, it’s about creating an enriched customer experience. With RCS, businesses can send personalized messages, offer interactive customer support, or even allow users to make payments directly through messages.

Whether you’re a retail brand, a financial institution, or an online service, RCS can help you engage customers in ways SMS simply can’t. Indian businesses are seeing a huge potential of RCS and many businesses are already reaping the fruits.

 Here are some use cases:

  • BankBazaar.com saw a 130% increase in response rates by using RCS. 
  • EaseMyTrip, an online travel agency, achieved a CTR (click-through rate) four times higher than email by implementing RCS Business.
  • Subway, a global fast-food chain in India has replaced SMS with RCS.

Instead of just sending simple text messages, it sends media-rich content, such as images, buttons for quick actions (like ordering a sandwich), or even promotional videos. By offering a more dynamic form of communication the company is improving customer experience and engagement.

 Case Study 

E-Commerce Success: GetAMsg’s RCS Messaging Cuts Cart Abandonment by 20% and Conversion by 18%

Client Overview

  • Company: Confidential (E-commerce business)
  • Location: Pune, India
  • Industry: E-commerce

Challenges

The client faced several issues in managing customer interactions via traditional SMS.

Low Engagement

Customers often ignored generic text-based messages, leading to poor engagement.

Cart Abandonment

Users left their shopping carts during checkout without purchase. They mentioned difficulties with payment methods and the lack of easy support.

Slow Response Time

Communication between the customer support team and customers was slow and inefficient, which impacted customer satisfaction.

 Solution Implementation

The main elements of the solution included were:

  • Interactive Messaging

Instead of traditional SMS, customers received rich messages that included product carousels, images, and buttons allowing them to interact directly with the business. They could view items, ask questions, and purchase directly from their messaging app.

  • Real-Time Support

Integration of a chatbot feature allowed the client to give real-time support, helping their buyers with order tracking, payment issues, and more. All through the messaging app.  

  • Seamless Payment

Buyers could complete their purchases directly through the RCS messaging platform, without leaving the app or website. It drastically reduced cart abandonment and improved conversion rates.

  • Branding

With RCS, the client now could add its logo and brand colors, enhancing brand visibility and creating a more professional, consistent experience for its buyers.

Results

The RCS solution implemented by GetAMsg had a major impact on the business:

  • Increased User Engagement

30% increase in customer engagement due to interactive features, such as clickable buttons and media-rich content.

  • Reduced Cart Abandonment

Thanks to seamless payment integration and real-time support, cart abandonment rates dropped by 20%.

  • Improved Customer Satisfaction

The chatbot and interactive support options led to a 25% increase in customer satisfaction, as users could get instant answers to their questions and solve issues immediately.

  • Higher Conversion Rates

By streamlining the purchasing process through RCS, the client’s conversion rates saw around 18% increase, as users enjoyed a more convenient and personalized shopping experience.

Conclusion

Rich communication service messages have a huge potential in India yet to be explored. By immediately stepping into the world of RCS your business can remain ahead in the race. Because RCS is a new field, having a trusted partner like GetaMsg can help to utilize the full potential of this next-gen messaging service.

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