SMS to RCS: Time to Make the Big Move in Small Steps

Let’s face it, Short Message Service (SMS) and Multimedia Messaging Service (MMS) have served us well. They’re familiar and have been the default channel for alerts, reminders, and flash sales. But customer expectations are shifting in this new era of smart, conversational experiences, and your messaging strategy needs to keep up.

It’s now time for Rich Communication Services (RCS), the evolution of SMS that transforms one-way text messages into engaging, branded conversations. New, advanced capabilities like rich media with carousels, images, reply buttons, and delivery/read receipts built in RCS bring the app experience right into the native messaging inbox.

And so, how should a business in the brand-to-customer messaging game (A2P) start the transition from SMS to RCS?

Not by jumping in headfirst, but by starting small, with an outcome-focused Proof of Concept (PoC).

Components of the Value Equation

To successfully transition from SMS to RCS, businesses should approach the change not as a technology switch, where a new messaging channel is introduced, but as a value-led transformation. 

As the Value Equation clearly illustrates, Value is delivered when Outcomes and Benefits are defined, achieved, and multiplied by the right Value Drivers.

An outcome-focused Proof of Concept (PoC) designed around a specific business outcome, whether that’s higher engagement, lower no-show rates, increased conversions, or reduced support calls should be the starting point.

Why this approach works:

• Outcomes define the "what": measurable goals like “reduce cart abandonment by 20%” or “increase appointment confirmations by 15%.”

• Benefits are the "why": the strategic gains; brand trust, improved CX, better ROI.

• Value Drivers like CTR, conversion rate, or cost-per-engagement predict and quantify what the switch to RCS is worth to your business.

This outcome-first mindset enables you to validate impact early, align teams around shared success metrics, and scale with confidence, knowing you’re not guessing ROI, you're proving it step by step.

RCS is not just a richer channel, it’s a value engine when aligned with the right activities and outcomes. RCS isn’t just about features or messaging via a new channel. It’s about delivering a “desired business outcome” - a clear, specific and measurable definition of what success looks like! 

A Step-by-Step Outline: From SMS to RCS (Big Move, Small Steps)

Assessment and Planning for RCS (Start Here)

Start with strategy, not code. Before building anything, define your desired business outcome: what should your brand communication look like with RCS fully implemented, and what do you intend to achieve?

Ask yourself:

• What business problem will RCS solve?

• What metric will define success (such as engagement or conversion)?

• Which use case benefits most from a rich experience?

• Is the target audience RCS-capable (device and carrier support)?

At this stage, align teams with a shared language of what success looks like.

Pilot Program (PoC): Design, Run, Analyze

Time to experiment. This is where strategy meets execution.

• Design 1–2 RCS message flows (e.g., cart abandonment, delivery update, promo campaign)

• Keep it targeted one region, one audience segment, one goal

• Use Vonage's Message API to go live fast

• Track performance: read receipts, response rates, click-throughs, and cost-per-engagement

This PoC isn’t about proving that RCS works. It’s about proving that RCS works for you and your business.

"The desired outcome helps you define the intended project value." If the project doesn't deliver that value, iterate.

Optimization and Lessons Learned

Now you’re armed with real data.

• Did the RCS journey outperform SMS? Where and how?

• Which elements worked best: images, buttons, tone, timing?

• Should you tweak the audience, message flow, or even the original goal?

Use this insight to refine future projects. RCS isn’t just prettier SMS it’s programmable, measurable, and scalable.

Scaling and Transition to RCS (Finish Line)

Once confident, scale up. Gradually phase out SMS where RCS clearly wins.

• Expand RCS across more use cases, audience segments, or geographies

• Establish RCS as the default for branded engagement

• Stay aligned with GSMA/CAMARA standards and Vonage’s ongoing RCS enhancements

You don’t need to rip out your SMS strategy, just replace it where RCS performs better.

Making the Business Case With Real World Examples 

RCS Rich Card Carousels for 10x Higher CTR vs. SMS

Case Example: National Retail Chain – Flash Sale Campaign

A leading UK retail brand conducted a side-by-side A/B test using SMS and RCS to promote a limited-time flash sale targeting their loyalty customer segment.

• SMS CTR: 1.2%

• RCS CTR: 12.4%

What Made the Difference?

The RCS message included:

• A branded header with the company’s logo and color scheme

• A dynamic product carousel showcasing featured sale items

• Quick-reply buttons like “Shop Now” and “Add to Cart” for immediate action

Outcome:

With identical campaign spend across both channels:

• RCS drove 10x higher engagement

• Resulted in nearly 4x the revenue from the RCS-engaged group compared to SMS

• Customers reported greater ease of use and visual appeal

• Visually rich content and instant interactivity turned passive recipients into active shoppers, directly from the messaging app no app download required

The following code snippet shows how to create an RCS Rich Card Carousel with the Node.js SDK. You can follow the blog post, How to Send RCS Rich Card Carousels With Node.js, for full instructions. 

const message = {
    to: toNumber,
    from: process.env.RCS_SENDER_ID,
    channel: 'rcs',
    message_type: 'custom',
    custom: {
      contentMessage: {
        richCard: {
          carouselCard: {
            cardWidth: "MEDIUM",
            cardContents: [
              {
                title: "Fashion Popup Launch 🎉",
                description: "Join us this weekend for limited drops & exclusive looks.",
                media: {
                  height: "TALL",
                  contentInfo: {
                    fileUrl: "https://raw.githubusercontent.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/main/rcs-fashion-video.gif",
                    thumbnailUrl: "https://raw.githubusercontent.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/main/rcs-fashion-thumbnail.png",
                    forceRefresh: true
                  }
                },
                suggestions: [
                  {
                    "action": {
                      "text": "Save the Date",
                      "postbackData": "save_event",
                      "fallbackUrl": "https://www.google.com/calendar",
                      "createCalendarEventAction": {
                        "startTime": "2024-06-28T19:00:00Z",
                        "endTime": "2024-06-28T20:00:00Z",
                        "title": "Fashion Popup Launch",
                        "description": "Join us this weekend for limited drops & exclusive looks."
                      }
                    }
                  },
                  {
                    action: {
                      text: "See Location",
                      postbackData: "view_location",
                      openUrlAction: {
                        url: "https://maps.google.com/?q=Galleria+Vittorio+Emanuele+II,+Milan,+Italy"
                      }
                    }
                  }
                ]
              },
              {
                title: "Drop 01: T-Shirts",
                description: "Bold graphics. Oversized fit. Designed to stand out.",
                media: {
                  height: "TALL",
                  contentInfo: {
                    fileUrl: "https://raw.githubusercontent.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/main/rcs-fashion-tshirt.png"
                  }
                },
                suggestions: [
                  {
                    action: {
                      text: "See All",
                      postbackData: "see_tshirts",
                      openUrlAction: {
                        url: "https://github.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/blob/main/rcs-fashion-tshirt.png"
                      }
                    }
                  }
                ]
              },
              {
                title: "Drop 02: Hats",
                description: "Top off your look. Fresh colors, bold logos.",
                media: {
                  height: "TALL",
                  contentInfo: {
                    fileUrl: "https://raw.githubusercontent.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/main/rcs-fashion-hat.png",
                  }
                },
                suggestions: [
                  {
                    action: {
                      text: "See All",
                      postbackData: "see_hats",
                      openUrlAction: {
                        url: "https://github.com/Vonage-Community/tutorial-messages-node-rcs_carousel-rich-card/blob/main/rcs-fashion-hat.png"
                      }
                    }
                  }
                ]
              }
            ]
          }
        }
      }
    }
  };

RCS Suggested Actions for Real-Time Engagement

Case Example: Global Logistics Company – Delivery Confirmation

A major international logistics provider enhanced its last-mile customer experience by upgrading from SMS to RCS for delivery appointment confirmations and updates.

What Changed with RCS?

Messages became conversational and interactive:

• Smart reply buttons: “Confirm,” “Reschedule,” “Call Support”

• Read receipts: Enabled the support team to monitor which customers had engaged with the message, and who still needed a follow-up

• Rich visuals and branding provided additional clarity on the package and time slot

 Results:

• 28% reduction in missed deliveries (fewer customers forgetting or missing scheduled slots)

• 23% decrease in call center volume related to delivery queries

• Streamlined delivery workflows and faster issue resolution

RCS transformed a one-way status update into a two-way customer interaction. Real-time signals like reads and taps empowered the logistics team to act precisely where needed, saving time and cost.

Zenith Motors RCS rich card carousel displaying product highlights in a mobile messaging interface.

See how to send a suggested action in your language of choice in our developer portal.

RCS Suggested Actions for Cost Efficiency at Scale

Case Example: E-Commerce Brand – Abandoned Cart Recovery

A popular online fashion retailer sought to improve conversion rates from cart abandonment campaigns. Traditionally reliant on SMS, they tested RCS messaging for a targeted audience segment over a two-week period.

The Challenge:

SMS messages were seeing high delivery rates, but low conversion and click-through, making the cost of each recovered purchase unsustainably high.

What RCS Delivered:

• Rich product imagery: Showing the abandoned items with pricing

• Smart reply options: “Buy Now,” “Edit Cart,”  “Need Help?”

• Branding: Reinforced trust and recognizability

• Precise timing: Triggered messages within 30 minutes of cart abandonment

Results:

Cost-per-conversion (CPC):

• SMS: £9.80

• RCS: £4.10

Conversion rate: Increased by 2.3x

Overall campaign ROI: Nearly doubled, without increasing message volume or spend

With RCS, the brand reached the same audience, but with much higher impact, resulting in more purchases at a lower cost. The ability to visually merchandise products within the message made all the difference.

RCS Suggested Replies for Brand Trust (Verified Sender) 

Case Example: European Neobank – Security Notifications

A fast-growing digital bank in Europe transitioned its critical security alerts such as fraud detection, suspicious login warnings, and two-factor authentication from SMS to RCS.

Why the Shift?

With SMS, users often questioned the authenticity of security messages. RCS solved this with:

• A verified sender profile (branded name and official logo)

• Custom brand colors and visual consistency

• A richer, app-like message layout that looked and felt official

 Results:

• 35% faster customer response time to fraud alerts

• 20% reduction in support center calls about “suspicious” or “unverified” messages

• Increased customer trust and brand recognition in security-critical moments

In a world of SMS phishing and spoofing, trust is a currency. RCS’s verified sender capabilities create a secure, high-trust environment especially vital for financial institutions.

Learn how to build an appointment management application in the blog, How to Send and Receive RCS Suggested Replies with Node.js.

RCS Suggested Replies for Native App Experience (No Mobile App Required)

Case Example: UK Healthcare Provider – Appointment Management

A regional healthcare group in the UK sought to improve attendance rates and patient engagement by moving from SMS to RCS for appointment scheduling and reminders.

The Objective:

Reduce appointment no-shows and increase confirmation rates without requiring patients to download or navigate a separate app.

What RCS Enabled:

• Branded messaging: Clearly displayed clinic name and logo

• Interactive content: Appointment time/date with reply buttons   “Confirm,” “Cancel,” “Reschedule”

• Smartphone-native experience: Delivered straight to Android’s default messaging app with no additional installs or training required

Results:

• 18% reduction in no-show appointments

• 85% interaction rate among Android users receiving the RCS version

• Positive patient feedback on ease-of-use and clarity

By replicating an app-like experience within the default messaging app, RCS eliminated digital friction, especially valuable for patients less comfortable with new technology or app stores.

Final Thoughts: RCS Is Ready, Are You?

Customers now expect richer, faster, and more contextual messaging. RCS delivers that directly to the inbox that users already trust.

With an outcome-focused PoC:

• You and your team define what success looks like

• You align on success metrics from Day 1

• You prove value before scaling

Start Your RCS Journey with Vonage

Vonage provides the tools and guidance to help you transition from SMS to RCS, one outcome at a time:

• RCS Developer Documentation

• RCS Device Capability Check

• RCS Business Messaging Is Now in the Vonage Messages API

• Expert community support on the Vonage Community Slack

Whether launching your first campaign or scaling across markets, start small, define outcomes, and scale smart.

References:

• Rich Communication Services features

• RCS Messaging API Guide

• Harnessing the Power of Outcomes Thinking to Deliver and Sustain Project Value

• Project Success Starts By Defining Your 'Desired Business Outcomes'