A Guide to Using RCS Messaging in Your CRM

What is RCS Messaging?

Rich Communication Services (RCS) is an advanced messaging standard that allows businesses to communicate with contacts in a more dynamic and interactive way than traditional SMS. When you use RCS, you can send messages that include your business branding, images, and tappable buttons for actions like calling a number or opening a webpage. If a contact's device cannot receive an RCS message, the system can be configured to automatically send a standard SMS instead.

Benefits of RCS Over SMS

Using RCS in your CRM can enhance your communication strategy by:

• Providing a more professional, branded appearance for your messages.
• Increasing engagement through interactive elements like buttons.
• Delivering richer content, such as images and structured layouts.
• Offering better tracking with delivery and read receipts where supported.

Requirements and Availability

RCS is not universally available to all contacts. For a contact to receive an RCS message, they must:

• Have a compatible mobile device (commonly many Android phones).
• Use a messaging application that supports RCS features.
• Have RCS enabled in their personal messaging settings.
• Be on a mobile carrier or network that supports RCS delivery.

Due to varying device, app, and carrier support, some contacts in your audience will receive the RCS message, while others will automatically receive the SMS fallback version. It is a best practice to design all your messages so the core information is clear and functional even if delivered as a plain SMS.

Compliance and Best Practices

When sending RCS messages, you must adhere to standard messaging compliance rules.

• Consent: Only send messages to contacts who have explicitly opted in to receive them. Your opt-in process should clearly state the type of messages you'll send, their expected frequency, and how to opt out.
• Opt-Out: You must honor opt-out requests immediately. Common keywords like STOP, UNSUBSCRIBE, CANCEL, END, and QUIT should always trigger an opt-out.
• Content: Avoid sending misleading, spammy, or otherwise prohibited content. Ensure your messaging complies with all applicable laws and the policies of your connected telephony provider.
• Branding: Use a consistent and accurate business name as your sender identity.
• Timing & Frequency: Send messages during reasonable hours and do not exceed the frequency you promised at opt-in.

Setting Up RCS in Your CRM

Before You Begin

Ensure you have the following ready:

• RCS messaging enabled on your account (this requires contacting support).
• A connected telephony account (e.g., Twilio).
• Your business details, including brand name, website, and support contact information.
• A clear process for obtaining contact opt-ins.

Step 1: Enable RCS and Create a Sender Profile

You must contact your CRM's support team to enable RCS for your account and to create your RCS sender profile. You will need to provide your business identity details for this setup.

Step 2: Configure SMS Fallback

To ensure messages are always delivered, you should enable the fallback to SMS feature. Navigate to Settings, then Messaging, and find the RCS section. Here, you can enable the option to fall back to SMS. This setting ensures that if a contact cannot receive RCS, they will receive an SMS instead.

Step 3: Send a Test Message

Once your sender profile is approved, you can test RCS messaging. Go to the Conversations area, select a test contact (using a US Android device is recommended for best results), and send a message. Start with a text-only message, then test with any rich media or buttons you have enabled. Remember, depending on the contact's device, they may receive the SMS fallback, which is normal behavior.

Sending an RCS Message

You can send one-to-one RCS messages directly from a contact's conversation thread. Open the conversation with the contact and compose your message in the text area. If the contact is eligible for RCS, the message will be sent using that channel.