RCS Messaging: Why Has Apple Decided to Support It?

The End of the Green Bubble War

In November 2023, Apple made a surprise announcement: iPhone would support RCS (Rich Communication Services) messaging. This was unexpected news from a company that had long resisted improving the messaging experience with Android users.

With iOS 18, RCS is now reality. Here's what happened, why it matters, and what it means for business communications.

What is RCS?

RCS (Rich Communication Services) is the successor to SMS. Think of it as SMS with modern features:

RCS Features

1. High-resolution photos and videos: No more compressed MMS
2. Read receipts: Know when your message was read
3. Typing indicators: See when someone is typing
4. Group chats: Better group messaging features
5. Larger file sharing: Send bigger files
6. End-to-end encryption: Available in some implementations

RCS vs SMS

Why Did Apple Finally Support RCS?

Apple's resistance to RCS was strategic. The green bubble stigma (Android messages appearing as green bubbles on iPhone) was a powerful social pressure, especially among young users. Many teenagers reportedly refused to date Android users because of the messaging experience.

But several factors changed Apple's calculation:

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1. Regulatory Pressure

The European Union's Digital Markets Act (DMA) requires interoperability between messaging platforms. While iMessage wasn't initially classified as a "gatekeeper" service, the regulatory direction was clear: closed ecosystems face increasing scrutiny.

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2. Carrier and Industry Pressure

Mobile carriers worldwide have pushed for RCS adoption. Google, in particular, ran aggressive campaigns highlighting Apple's resistance. The "Get The Message" campaign directly called out Apple.

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3. Competitive Positioning

With RCS, Apple can claim to support industry standards while maintaining iMessage superiority (blue bubbles). They get the PR win without giving up their competitive advantage.

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4. User Experience Reality

The messaging experience between iPhone and Android was genuinely bad. Compressed photos, no read receipts, and basic group chats hurt the overall iPhone experience when communicating with the Android majority worldwide.

What Changed in iOS 18

When Apple enabled RCS support in iOS 18, users saw:

1. Better media: Photos and videos sent to Android users arrive in full quality
2. Read receipts: See when Android users read your messages
3. Typing indicators: See when they're typing
4. Improved group chats: Better experience in mixed iPhone/Android groups

What Didn't Change

1. Green bubbles remain: RCS messages still appear green, not blue
2. iMessage features exclusive: Tapback reactions, effects, and other iMessage features stay iPhone-to-iPhone
3. End-to-end encryption: Apple's RCS implementation may not include E2E encryption initially

What This Means for Businesses

RCS Business Messaging

The bigger opportunity is RCS Business Messaging (RBM). This allows businesses to send rich, interactive messages:

1. Branded messages: Your business name and logo appear
2. Rich cards: Product images, descriptions, and buttons
3. Suggested replies: Quick response buttons
4. Carousels: Swipeable product galleries
5. Verified sender: Customers know it's really you

The End of SMS Marketing?

Not immediately, but the trajectory is clear. RCS Business Messaging offers:

1. Higher engagement: Rich media beats plain text
2. Better analytics: Read receipts and interaction tracking
3. Two-way communication: Interactive responses
4. Trust indicators: Verified business identity

Preparing for RCS

Businesses should:

1. Work with your messaging provider: Ask about RCS capabilities
2. Design rich message templates: Prepare for visual messaging
3. Update consent practices: RCS may have different opt-in requirements
4. Test with Android users: RCS is already available on Android

The Current Landscape

RCS Availability

1. Android: Widely available through Google Messages
2. iPhone: Available in iOS 18+
3. Business messaging: Available through carriers and platforms

Carrier Support

Major carriers in the US support RCS:

1. AT&T
2. Verizon
3. T-Mobile

International support varies by country and carrier.

What About Business Phone Systems?

For business calling and texting, RCS doesn't replace the need for business phone numbers. You still need:

1. Dedicated business numbers: Separate from personal
2. Team features: Shared inboxes, call routing
3. CRM integration: Connect to your business tools
4. Call recording and analytics: Track performance

Phone2 provides all these features with full SMS support. As RCS Business Messaging matures, we'll continue to evolve our messaging capabilities.

The Bottom Line

Apple's RCS support is a significant shift in mobile messaging. For consumers, it means a better experience when texting Android users. For businesses, it opens the door to richer customer engagement through RCS Business Messaging.

The future of business messaging is rich, interactive, and verified. Position your business now for this evolution.

Get started with business messaging at phone2.io.