Twilio launches global RCS messaging to boost trust & engagement

Twilio has announced the general availability of Rich Communication Services (RCS) messaging for business users worldwide.

This development allows brands using Twilio's services to send branded, verified messages with interactive features to customers on compatible mobile devices. With the rollout, over 349,000 Twilio customer accounts can now access RCS via the company's Programmable Messaging and Verify APIs, with existing customers able to upgrade without making code changes and new clients able to implement both SMS and RCS through a single platform integration.

The RCS functionality includes branded messaging, which automatically upgrades basic SMS messages up to 160 characters to RCS on devices where it is supported, at no additional cost. These messages feature business logos, taglines, and trusted sender verification provided by Google. Other features include interactive call-to-action buttons, carousels, location sharing, and support for rich media content, aimed at boosting engagement and driving conversion rates. Clients can manage configurations through the Twilio Console, which automates carrier management and, where RCS is not available, automatically falls back to SMS to ensure continuous message delivery.

Inbal Shani, Chief Product Officer and Head of R&D at Twilio, said:

"Building engagement with your customers should be as seamless and trusted as possible. RCS makes this a reality by delivering richer interactions, improved deliverability, increased trust in your brand. This represents a fundamental shift in how businesses can communicate with their customers through Twilio's trusted, simple, and smart platform."

Security and trust have become key concerns in business messaging due to increasing instances of fraud and rising consumer scepticism. According to Twilio's 2025 State of Customer Engagement Report, 90% of consumers trust at least some brands but only 15% trust brands absolutely with their data. Personalisation in real time is highly valued, with 88% of customers more likely to buy when engagement is personalised on the spot, yet only 44% of brands report achieving this standard.

RCS, supported by verified branding and trust badges, is designed to address these issues, particularly in areas such as transactional communications, marketing campaigns with media content, and service interactions requiring rapid replies. A recent Futurum Research study cited by Twilio suggests that businesses using RCS have seen a 32% increase in customer engagement and conversion rates when compared to traditional SMS.

The platform manages the overall carrier registration and onboarding process, handles device capability checks, and ensures SMS fallback, aiming to provide reliable message delivery at scale for businesses across industries. Existing Twilio Messaging clients can add RCS as an additional channel with their current APIs, while new customers can use both RCS and SMS via a single integration.

Adam Holtby, Principal Analyst at Omdia, said:

"The significance and potential of RCS goes beyond just uplift – the capability will help reshape business messaging into an interactive, trusted, and transaction-ready channel. What was once a one-way notification system is becoming a two-way enriched workflow – one where payments, authentication, and service requests can be completed without leaving a messaging app. For businesses, this means faster transactions, lower customer effort, and new opportunities to drive loyalty, revenue and better experiences. Zero-code setup and built-in SMS fallback capabilities are important in helping businesses overcome common adoption hurdles, including rollout and integration complexities, to ensuring messages can still be received even if RCS isn't supported."

Following Apple's adoption of RCS support on iPhones starting with iOS 18.2, Twilio's RCS messaging is now available across more than 20 countries and 55 carriers. This expanded coverage means RCS can now reach users across the two major mobile platforms. Companies such as Nova Gestões in Latin America and Fresha in Europe are among the early adopters employing RCS to enhance their customer communications.

Steve Brough, Global GTM Head for RCS for Business at Google, commented:

"We think a new paradigm is emerging where the most valued real estate of the smartphone is no longer the homepage, but the inbox. Through our partnership with Twilio, businesses can now deliver branded, verified experiences that blur the line between what a message can do and what an app can do, ultimately letting users get tasks done faster and more efficiently."

Jeremy Miller, Head of Product at Fresha, said:

"We're here to make life easier for salon owners, putting their needs front and center in everything we design. When messages come from a verified, recognisable Fresha brand, people engage more because they know it's genuine. That trust leads to stronger relationships and better outcomes."

Terence Lai, Vice President of Digitalisation, Products and Partnerships at Singtel, added:

"Businesses in Singapore must adapt to the evolving expectations of consumers who are seeking more immersive interactions, especially through their mobile devices. Our partnership with Twilio, enables businesses in Singapore to tap on RCS messaging to deliver rich and interactive communications that can improve their engagement with their customers in new and exciting ways."