Setting Up Your First RCS Messaging Campaign
TL;DR:
- Register your brand with an RCS provider to get started
- Brand approval typically takes a few days to process
- Design messages with interactive buttons, images and rich media
- Set up SMS fallback for devices that don't support RCS
- Test your messages on different devices before going live
RCS messaging gives you more ways to connect with your audience than standard SMS. Here's how to set up your first campaign properly.
Getting Your Brand Registered
Before you can send RCS messages, you need to register your brand with an RCS service provider. They handle the technical setup and work with Google to get your account approved.
This isn't something you can rush. The approval process usually takes a few days, so factor that into your campaign timeline. Plan ahead rather than trying to launch something at the last minute.
Building Your RCS Messages
Once your brand gets approved, you can start creating your messages. RCS opens up several options that regular SMS can't handle:
Interactive buttons – Add quick reply options or action buttons that people can tap
Rich media – Include images, videos or audio files
Branding elements – Use your company colours and logo
Structured layouts – Create card-style messages with organised information
Think of RCS messages as mini web pages. They give you space to be more creative while keeping things focused.
Quick tip: Test your messages on different phone models before sending them out. What looks good on one device might not work as well on another.
Setting Up Message Fallback
Not everyone has RCS support on their phone yet. That's why you need SMS fallback configured from the start.
When someone's device can't receive RCS messages, the system automatically sends a simplified SMS version instead. This means your message still gets through, even if it doesn't look as polished.
Make sure your fallback SMS includes the key information from your RCS message. Strip out the interactive elements but keep the core message clear.
Testing Before You Launch
Run through your campaign with a small test group first. Send messages to different types of phones and check how they display. Look for:
- Buttons that don't work properly
- Images that don't load
- Text that gets cut off
- Fallback messages that don't make sense
Fix any issues before rolling out to your full audience.
FAQs
Do I have to register my brand to send RCS messages?
Yes, brand registration is required. You can't send RCS messages without going through an approved provider.
How long does brand registration take?
Usually a few days, but it can vary. Don't count on same-day approval.
What happens if someone's phone doesn't support RCS?
They'll receive your fallback SMS message instead. That's why setting up proper fallback is important.
Can I use the same content for RCS and SMS?
You'll need to adapt your content. RCS messages can be more detailed and interactive, while SMS fallback should be simpler and more direct.
Jargon Buster
RCS (Rich Communication Services) – An upgraded messaging system that supports images, buttons and other interactive features beyond basic text
Brand Registration – The approval process that lets your business send official RCS messages through a verified account
Fallback SMS – A backup text message that gets sent when the recipient's device can't receive RCS messages
Rich Media – Images, videos, audio files and other content types that work in RCS but not in regular SMS
Wrap-up
RCS messaging gives you more tools to engage with your audience, but it needs proper setup to work well. Register your brand early, plan for devices that don't support RCS yet, and test everything before you launch.
The extra effort pays off when you can send more engaging messages that people actually want to interact with.
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