Infobip: RCS Is Reshaping Business Messaging, Podcast

By Doug Green

“RCS isn’t just SMS 2.0. It changes what businesses can actually do inside a message.”

In this Technology Reseller News podcast, Dave Boddington of Infobip discusses how Rich Communication Services is changing both the technical and commercial realities of business messaging — and why RCS is becoming a much more important part of omnichannel customer engagement.

Infobip is an AI-native communications platform supporting channels including messaging, voice and email, along with an expanding software and AI orchestration stack.

Boddington says RCS differs fundamentally from SMS because it is delivered over IP and supports much richer experiences.

That includes branded messages, verified senders, rich media, buttons, quick replies and interactive experiences that can turn a simple notification into a transaction or conversation.

Brand verification is especially important.

Only approved brands can use the channel for business messaging, giving customers a visible indication that the sender is legitimate.

Apple’s rollout of RCS has also accelerated adoption.

Boddington says support across both Android and iOS has significantly expanded the addressable audience in major markets, making RCS one of the broadest rich messaging channels available to businesses.

The opportunity extends well beyond marketing.

An appointment reminder, for example, can allow a customer to add the event to a calendar or reschedule immediately. A retail message can lead directly to a purchase. A support interaction can be handled within the messaging thread itself.

Boddington describes RCS as a “Swiss army knife of messaging.”

But he also stresses that RCS should not be viewed in isolation.

Businesses still communicate through voice, email, mobile apps, websites and other messaging channels. The real opportunity comes from intelligently orchestrating those interactions so the customer is not repeatedly receiving disconnected communications.

That is where AI increasingly enters the picture.

Infobip’s AgentOS is designed to help orchestrate interactions across multiple channels and give businesses a more unified view of the customer journey.

The shift also creates a new opportunity for carriers.

Infobip recently introduced RCS Business OS, a modular set of tools designed to help operators manage RCS provisioning, traffic, pricing, governance and compliance.

Boddington says carriers are finding that RCS can generate entirely new messaging use cases rather than simply replacing existing SMS traffic.

For enterprises, service providers and carriers, the larger message is that business messaging is moving from simple notifications toward interactive, trusted and measurable customer experiences.

Visit Infobip.com to learn more.