RCS vs. SMS: Which Is Better for Customer Communication in 2026?

There is an opinion that RCS is the same as SMS, only better. Whether developers’ expectations will be met remains to be seen. It is enough to remember that MMS — once heavily promoted as a way to send images through SMS — was also seen as a technical breakthrough. Today, that format essentially no longer exists, and most users have probably just read about it for the first time.

As of now, both technologies coexist quite well. Below, we look at which one is more relevant for marketing communications today and in the near future.

What Is RCS — Benefits for Businesses

RCS — Rich Communication Services — is an advanced messaging technology. From the beginning, it was created as a gradual replacement for short text messages, which is why it is often called an “advanced messenger.”

On the one hand, it allows businesses to do many of the things users are used to in WhatsApp, Viber, or Telegram — but without a separate app: Google has taken care of everything needed for it. On the other hand, there is one important nuance: to receive these messages, users need mobile internet. A regular cellular network is not enough.

Advantages of the New Format

At the moment, there are six key advantages of using RCS:

1. Freedom from apps. In the future, senders will not need to check whether a customer uses, for example, Viber, or try to figure out whether they have deleted a certain app;
2. Privacy. These messages do not go through other companies’ servers. They cannot be intercepted and read. Because of this, financial institutions can use the system;
3. More information. The “Sender” field is essentially a full business card for the company, since it can include not only the company name but also the company phone number or the name of a specific service. A logo and other branding elements can also be added. The character limit is removed: RCS allows up to 1,000 characters compared to 160 in SMS;
4. Interactivity. This applies both to content — videos, images, animations, and carousels that support cross-selling — and to feedback. Customers can reply to an advertising message, and businesses can also create group chats if that is relevant for them;
5. A higher conversion rate — up to 50% higher compared to regular messages;
6. Instant payment for products. A QR code or other convenient payment buttons can be added to the message.

RCS messages do have technical limitations. For example, images in png, jpeg, and gif formats can be sent if they are larger than 2 MB. Videos are limited to no more than 10 MB. You can read more about this and other details in the article “RCS vs. SMS: what it is and what the difference is.”

Comparison table of the two formats:

Why SMS Still Matters

It may seem that SMS is fading into the past. That is not the case. Despite competition and technological revolutions, this format remains an irreplaceable and highly reliable communication method. Even in countries that have not experienced war and are not affected by geopolitical upheavals, SMS has become part of public safety and the stable functioning of government infrastructure.

1. The SMS function is deeply built into the general mobile cellular network. This means that even if mobile internet goes down, SMS will remain available. Maybe not everywhere and maybe with interruptions, but still available.
2. Cellular communication is more reliable than mobile internet and continues to work even in extreme and emergency situations. Yes, calls do not always go through immediately, but SMS messages are the ones that get through even the smallest gap in the network.
3. SMS has become a key communication tool not only for businesses but also for government agencies and nonprofit organizations around the world.

For example, in Ukraine, SMS is used for repeated customer authentication. Prescriptions and doctor referrals from eHealth are delivered through Viber, and if the patient does not use that app — through SMS. In Detroit, USA, this technology powers the Text-My-Bus service. It shows the current arrival time of a bus or train at a stop or station. And the cherry on top: SMS is how we vote during Eurovision.

Where to Use RCS: Banks, E-commerce, Delivery

In Ukraine, official organizations and institutions are already starting to implement RCS. In particular, at the end of January, PrivatBank became the first financial institution in Ukraine to introduce this notification system.

“The new communication technology allows the bank’s customers to receive personalized notifications, quickly interact with the bank, and perform operations directly in messages,” the company’s release said.

This is a signal that the technology can already be used by any business, including for mass messaging campaigns. In particular:

• online stores;
• companies that deliver food or groceries;
• beauty salons;
• taxi services;
• restaurants, and more.

The ability to use more characters in a message is somewhat questionable: long reads are definitely not a good idea for SMS advertising, even in an improved format. However, adding an image can be a game changer in many cases and may work much better than even the most attractive offer.

For example, this can work well when advertising stunning dresses or a new cafe. Taxi services can also rethink the polished “cheaper and faster” advertising standard and use visual presentation to draw attention specifically to their company.

Technical Requirements for Using RCS

Today, all domestic mobile operators provide this service, so questions like “what if subscribers use Lifecell instead of Kyivstar — will they receive RCS messages?” are no longer relevant.

Another issue is more complicated: to use RCS, the smartphone must support this feature.

There are no questions about Android at all. Several years ago, owners of these devices noticed that Google’s Messages app appeared in the SMS folder. Today, all mobile devices from all manufacturers support RCS without exception.

iPhone generally supports this format as well, at least Apple announced its intention to support RCS back in 2024. At the moment, RCS support is available on iPhone XR and newer models with iOS 18. There are still some technical nuances. The company plans to add extensions in future system updates, but it has not announced specific deadlines for completing the process.

According to Detector Media, today in Ukraine 67% of people have Android-based smartphones, while 32% use iOS devices.

Instead of Conclusions

It is impossible to calculate exactly which mobile phone your customers use. There are plenty of examples of people who can afford the latest Apple model but still prefer Android. It is also impossible to know whether a specific customer’s iPhone supports RCS.

In this case, the issue is solved simply: if the message does not arrive through RCS, it can be duplicated via SMS after some time. So, at the very least, testing the new format in practice makes sense.

Register and become one of the first businesses to implement a more advanced and cost-effective messaging method — and get excellent results from it.

FAQ

What is an RCS chat?
It is a messaging protocol that replaces SMS. With this protocol, text, photo, video, and voice messages are sent through Wi-Fi or mobile internet. It can also be used to create group chats.

How is RCS different from SMS?
RCS is another messenger that fully or partially replaces SMS. No separate app is required. RCS becomes an additional tool for marketing promotion because it makes interaction with a business easier and can increase conversion by up to 50%.

Which devices support RCS?
As of 2026, RCS is supported on all Android devices without exception. RCS support is available on iPhone XR and newer models with iOS 18, and software updates are still ongoing.