Have you ever wondered why Apple’s messages are blue and Android’s are green on iPhone? Or have you ever wondered why Android users often use WhatsApp instead of text messaging? These distinctions have historically had to do with limitations in messaging protocols, and compatibility issues with different operating systems.
Enter Rich Communication Services (RCS), which brought features like GIFs, fully verified sender IDs, high-resolution images, and the promise of an improved messaging experience for Android and Apple users alike. But despite its capabilities, Apple was reluctant to embrace it. Until recently.
At its WWDC 2024 keynote event on June 10, 2024, Apple announced that its Messages app would support RCS messaging in the upcoming iOS 18 update. This announcement not only signifies a shift towards enhanced person-to-person (P2P) messaging but holds the promise of new opportunities for brands to enhance their customer communications with richer conversational messaging.
Let’s unravel this news a bit and look at what could unfold in the future.
When will RCS become available on iPhones?
At WWDC24, Craig Federighi, Apple’s senior vice president of Software Engineering, confirmed that RCS would be available on iPhones when iOS 18 is available in fall 2024. Apple first announced that they’d adopt the RCS messaging standard in late 2023.
“Later next year, we will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association. We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS. This will work alongside iMessage, which will continue to be the best and most secure messaging experience for Apple users.” - Apple spokesperson, 9to5Mac, November 16, 2023
You may remember when Apple CEO Tim Cook famously suggested that a reporter should buy his mom an iPhone rather than Apple adopt RCS. Given their historical reluctance to adopt the technology, this move feels like a significant shift in Apple’s strategy.
How will Apple adopting RCS impact cross-platform messaging?
Apple supporting RCS will translate into a major upgrade in messaging experiences for users. Apple shared a first look of the new capability on its iOS 18 preview page after WWDC.
Apple’s RCS messaging support shows a high-quality media image, voice recording capabilities, and a few green bubbles. Source: Apple (2024).
Apple adopting RCS could give senders a similar (or better) experience than when iPhone users text each other, or when an Android user messages another Android user. However it plays out, this experience will mean major upgrades for cross-platform messaging, bridging the gap between iPhone and Android phone interactions.
Currently on iPhones, users text each other via Apple’s iMessage. But when they text Android users, who use apps like Google Messages, they have to use SMS, which offers fewer features. This also applies when Android users text Apple users.
Apple supporting RCS means that iPhone users who text those with Android devices could have access to more feature-rich messaging services that include capabilities like:
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Group chats
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Read receipts
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High-resolution media
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GIFs
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Stickers
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Suggested replies
And if/when Apple adopts RCS for business messaging, it could mean support for:
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Full enterprise branding including a Business Information page
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Suggested reply buttons
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Read receipts
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Multiple-choice carousels
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Ability to share location, send quick-dial buttons, and save-to-wallet functions
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...and more!
What does this mean for RCS Business Messaging (RBM)?
This announcement sparks a wave of optimism. Officially, Apple has only said that RCS messaging will be available in iOS 18, which appears to focus on peer-to-peer (P2P) messaging. But at Sinch, we’re preparing for the real game-changer: When RCS Business Messaging (RBM) becomes available on Apple devices. While timing remains unclear, we’re expecting more information to be released later this year.
In their initial statement about RCS support, Apple committed to adding support for the RCS Universal Profile, and RCS Universal Profile support suggests the potential for business-backed features of RCS. This has the potential to transform person-to-person and application-to-person (A2P) communications on both Android and iPhone so that businesses can engage with a significantly broader audience.
Despite its basic features, SMS has long been favored because of its reach on every phone. Other messaging channels with more advanced features like WhatsApp, Messenger, or KakaoTalk lack this same widespread availability. Following this announcement, RCS offers the possibility to combine the best of both worlds.
Illustrating the potential, Jonathan Campbell, Senior Director of Messaging at Sinch says it best:
“With Apple’s full commitment of RCS, it's evident that RCS Business Messaging as a channel will dominate. Enhanced security, superior customer experience, and advanced features make it a crucial channel for businesses. In 2024, RCS is available on 1+ billion devices, and accelerating everything from simple, secure branded text only messaging to AI-driven interactions. At Sinch, we're thrilled for the future!” -Jonathan Campbell, Senior Director of Messaging at Sinch
Get ready for RCS to take off
We’re already seeing RCS usage grow exponentially in markets like the US, Brazil, Mexico, India, and the UK. And while there are details of this announcement that need clarification – from backend platform integration, through to onboarding and compliance – there's no denying that it brings the potential for further growth.
At Sinch, we’re committed to keeping you posted as we learn more. However it plays out, though, Apple’s support for RCS means you can expect more robust, feature-rich communication possibilities. The good news? You can rest assured that our platform is ready for this change.
Watch the video to hear from Robert Gerstmann, co-founder and Chief Evangelist, on how Sinch is preparing for Apple's commitment to support RCS on iOS devices in 2024.
Here are some resources for you to learn more about RCS and conversational messaging:
Or, if you're ready to get started, download our comprehensive RCS guide which will walk you through how to make a compelling business case to bring RCS into your organization.
You can also always contact us to speak with a member of our team about how you can create a conversational messaging strategy your customers will love!
This is an updated version of the article "Apple to roll out RCS support in 2024" published to the Sinch blog on December 1, 2023.
