Twilio launches global RCS messaging to boost customer trust

Twilio has announced the global availability of Rich Communication Services (RCS) messaging through its Programmable Messaging and Verify APIs.

RCS enhances traditional messaging by introducing branded sender identification in default message apps, enabling customers to easily recognise and trust the sources of their communications.

Businesses can now send branded, verified messages without the need for code changes, aiming to build customer trust and loyalty.

The RCS offering from Twilio upgrades SMS messages to RCS on capable devices at no additional cost for messages up to 160 characters. Features include the incorporation of business logos, taglines, business names, trusted sender verification by Google, and read receipts. These enhancements aim to ensure that customers can always identify who they are communicating with, thereby fostering trust and engagement. Additional features include the ability to create interactive experiences with call-to-action buttons, interactive carousels, location sharing, and quick reply options. These interactive features aim to drive higher engagement and conversion rates while reinforcing brand authenticity.

Twilio RCS aims to simplify the adoption process.

Businesses can configure their RCS brand and sender verification through the Twilio Console, allowing them to start sending trusted communications without any code changes. Twilio will manage registration and onboarding with carriers, capability checks, and ensure messages are delivered over SMS when RCS is not available.

According to a 2024 consumer preferences survey conducted by Twilio, 75% of consumers who received a branded text reported increased trust in the message.

Nearly half (49%) stated they would trust brands more if a logo or check mark was present. This trust translates into tangible actions, with four in 10 consumers making a repeat purchase and one in four making a first-time purchase when brands used trusted communication channels.

Inbal Shani, Chief Product Officer of Twilio Communications, commented: "At Twilio, we believe building engagement with your customers should be as seamless and trusted as possible. RCS makes this a reality by delivering richer interactions, improved deliverability, and most critically, building trust in your brand, without changing a single line of code."

For businesses seeking a more dynamic and interactive communication channel, RCS offers a secure, trusted, and enhanced alternative to SMS and MMS. While SMS remains a vital tool for many use cases, RCS provides a standardised, feature-rich platform that bridges the gap between traditional messaging and the interactive experiences offered by over-the-top (OTT) channels such as WhatsApp. Branded communications are designed to deliver seamless, engaging experiences that resonate with customers and build lasting trust.

Paul Nashawaty, Practice Lead, Application Development and Modernisation at Futurum, noted: "According to a recent study by Futurum Research, businesses using RCS have experienced a 32% increase in customer engagement and conversion rates compared to traditional SMS. Twilio's latest announcement makes sense focusing on RCS solutions to help drive value for their customers."

"This is likely due to RCS's ability to deliver richer, more interactive content, such as images, videos, and buttons, which can enhance the customer experience and drive higher ROI."

Twilio's RCS messaging is available in public beta globally to all businesses in Programmable Messaging and generally available in Verify. Previously, the adoption of RCS was limited by its availability only on Android devices. However, with Apple's recent announcement that RCS will be supported on iPhones starting this month, the stage is set for widespread adoption of this technology.