Rich Communication Services (RCS) is an open standard being introduced by mobile network providers and industry stakeholders such as Google. RCS provides modern person-to-person chat features as well as special features (images, videos ect) to improve business messaging experience.
Messaging between a business and its customers can be Application-to-Person (A2P) from the business, as well as coming from the customer – Person-to-Application (P2A). While many businesses have been utilising A2P messaging via SMS for many years, familiarity with designing and deploying mobile P2A communications is less widespread.
There are multiple ways to deliver a ‘conversational commerce ‘experience: this rich P2A messaging experience is available in multiple messaging channels (e.g. WhatsApp or Viber), web chat, and the multimedia evolution of SMS messaging (RCS).