Explore RCS best practices
Watch the video below to learn how to implement core RCS best practices.
Customize your SMS or MMS fallback
If you send RCS to anyone with a device that cannot receive it, they’ll receive an SMS or MMS fallback message instead. You should always customize this message rather than relying on the defaults, to ensure your text is clear and functional.
Align formatting to SMS/MMS
RCS messages have a larger character count than SMS, which left unedited could cause your message to split into multiple texts when sent as an SMS. Rich media does not translate in SMS either, meaning that certain images, videos, carousels, and buttons may not render fully, or they may appear broken.
Refine copy and tone
Your RCS copy was likely crafted with supplemental rich media in mind; without it, your message might be confusing or appear to be missing context. Your SMS/MMS should be clear, concise, and complete. Add in any context that is lacking and ensure the tone of your message mimics what you typically send from your brand.
Update your CTA design
Buttons and quick replies aren’t supported on SMS/MMS, so these will automatically be removed in fallback. As a result, you should ensure that your CTA (both the copy, such as “Shop now,” and the designated link) is straightforward.
Craft impactful Basic RCS messages
RCS messages don’t always need rich media to be effective; oftentimes, a Basic RCS is exactly what’s needed to drive someone to take action. Focus on clarity, engaging copy, and taking advantage of RCS-specific enhancements.
Keep it concise and focused
Implement tried and true SMS best practices: lead with value, keep your message focused, and make your copy short and sweet. Keep in mind that RCS does not penalize character count for emoji usage, giving you more flexibility to add personality and visual cues.
Convey urgency in your tone
Basic RCS is effective for time-sensitive and urgent communications; use language like “Starting now”, “Last chance”, and “Today only”, to encourage recipients to not only take action, but to take that action right now.
Include quick actions for US recipients
RCS supports quick actions on Basic RCS messages for US recipients. Use these to guide recipients toward the next step, whether it’s visiting a link, confirming an action, or choosing between options, making your messages more interactive and frictionless.
Incorporate high-quality imagery and brand assets
RCS messages, particularly Single RCS, stand out because of their rich media. Always use enhanced visuals in your RCS messages to drive the most impact.
Upload sharp, high-quality imagery only
Your rich cards and carousels are meant to stun recipients with engaging content; don’t let it fall flat with blurry or distorted imagery. Preview and test your messages before sending to ensure the images render appropriately.
Optimize branding for light and dark modes
Keep in mind that your recipients will be viewing your messages on devices set to light or dark mode. Make sure your header images and logos are optimized for each, so that brand recognition will be strong across all device settings.
Only incorporate media when it truly drives value
Just because you can add media, doesn’t mean you always should. Only add images and videos when they’ll add invaluable context to your message, like adding a high-resolution product image to your product drop campaign.
Use suggested actions and replies to guide next steps
RCS messages make taking the next step easier than ever. Suggested actions and replies help guide every recipient to a clear action with labeled, tappable buttons beneath your rich cards and overall message content.
Use 1 button per rich card
Every rich card in your RCS (whether it’s standalone or in a carousel) should have 1 button. Having 1 presents a clear CTA for the recipient; having no buttons or too many can lead to inaction or overwhelm.
Incorporate quick actions
Include quick action buttons to make it easy for recipients to respond or take the next step with minimal effort. These actions reduce friction, streamline the user experience, and can significantly improve engagement and conversion rates.
Add simple, concise labels
Use short, clear labels (25 character max) so users immediately understand what action they’re taking. Avoid vague or overly wordy phrasing; concise language helps drive faster decisions and reduces confusion.