Studying Time: 4 minutes
In India’s aggressive market, manufacturers are continuously vying for buyer consideration on cellular screens. The problem has at all times been a trade-off between the broad attain of ignored plain-text SMS and the wealthy, however fragmented, expertise of pricy OTT apps like WhatsApp.
RCS Enterprise Messaging is altering this by combining the common attain of SMS with the interactive options of WhatsApp campaigns, all throughout the cellphone’s native messaging inbox. In 2025, RCS is rapidly changing into the simplest channel for Indian manufacturers to construct significant conversations with their mobile-first viewers. At MoEngage, we’ve seen a 9x improve in RCS adoption lately, with over 50 main Indian manufacturers leveraging it to spice up conversion charges, click-through charges, and browse charges.
A Gathering of Trade Leaders and Innovators
To deal with the rising demand and curiosity round RCS, MoEngage lately hosted an occasion in partnership with Google and Infobip. This gathering introduced collectively manufacturers and business leaders to assist them perceive the right way to get began with RCS, reduce via the noise, drive actual income, and delight clients.
The occasion kicked off with a deep dive into the ability of RCS, showcasing the way it gives a wealthy, interactive expertise instantly throughout the native messaging app on a consumer’s cellphone. This enables manufacturers to have interaction with clients in a method that was beforehand solely doable via fragmented, costly OTT apps.
Panel Dialogue with Actual-world Buyer Insights
The guts of the occasion was marked by thought-provoking discussions that includes enterprise leaders like Spandana Dhaduti, GTM for RCS for Enterprise at Google, Prashant Lakhotia, Lead Retention Advertising at Olyv (previously Smartcoin), Paritosh Gandhi, Director – AI Consulting and Strategic Partnerships at Infobip and Gurpreet Singh, Principal Product Supervisor at MoEngage.
The panel dialogue dived deep into real-world functions of RCS, with our skilled audio system sharing their experiences in constructing profitable campaigns. The discussions centered on how this channel creates a direct, partaking line of communication with clients. Our panelists addressed frequent market challenges, reminiscent of low engagement charges and fragmented buyer journeys, and emphasised how RCS is a game-changer. They highlighted its skill to allow manufacturers to ship wealthy, interactive messages that not solely seize buyer consideration but in addition drive tangible motion.
Key Takeaways and Insights
- RCS as a “Common App Retailer”: One of the vital compelling visions offered was that RCS may act as a “common smartphone normal or a protocol” much like a model’s personal app retailer, however with out the necessity for purchasers to obtain separate apps. This positions RCS not simply as a messaging improve, however as a brand new channel for direct model engagement.
- The “Black and White TV” Analogy: Spandana from Google said a easy but highly effective analogy used to distinguish RCS from SMS, “Why use a black and white TV when you’ve a coloured TV?” This metaphor successfully encapsulates how RCS elevates the consumer expertise by including wealthy media, branding, and interactive parts to the fundamental textual content format of SMS.
- Impactful Use Instances: Prashant Lakhotia from Olyv and Paritosh Gandhi from Infobip, highlighted that probably the most impactful use instances for RCS transcend easy promotional messages. Key areas for income progress and engagement embody:
- Publish-Buy Engagements: Enhancing transactional updates with options like reside monitoring and actionable buttons.
- Service Advertising: Utilizing RCS for renewals, lead {qualifications}, and service-related communications.
- Buyer Reactivation: Nurturing dormant clients with personalised gives and wealthy options like carousels.
- Coexistence, Not Substitute: A recurring theme was that RCS shouldn’t be seen as a alternative for different channels like SMS and WhatsApp, however quite as a vital a part of a multi-channel technique. The panelists argued that totally different channels will serve totally different viewers cohorts and use instances. Manufacturers ought to use A/B testing and knowledge to find out the suitable channel for every particular communication want.
- Constructing Belief and Safety: The dialogue emphasised the significance of RCS as a protected and safe channel. Options like verified logos and tick marks construct model affinity and belief, which was a key motive for early adoption by the banking, monetary companies and insurance coverage (BFSI) sector.
How Can Manufacturers Get Began with RCS?
For manufacturers hesitant to attempt RCS, a profitable RCS implementation isn’t a couple of “huge bang” launch. It’s a strategic, phased method centered on fixing actual buyer issues.
- Establish Excessive-Impression Use Instances: Begin with campaigns the place wealthy content material makes a distinction, reminiscent of deserted cart reminders, flash sale bulletins, or interactive order confirmations.
- Section Your Viewers: Goal customers based mostly on their conduct or buy historical past to make sure your messages are related and impactful.
- Design Conversion-Targeted Content material: Create compelling content material with clear, action-oriented textual content in your buttons and interesting pictures in your carousels.
- Combine with Present Channels: Redirect a few of your present SMS or WhatsApp campaigns to RCS. Make sure to embody an SMS fallback to ensure your messages attain everybody.
- Measure and Optimize: Monitor your click-through charges and conversion uplift. Use this knowledge to refine your technique and broaden your use of RCS over time.
Conclusion: What’s Subsequent for Model
The occasion concluded with a networking session, however the dialog was removed from over. In a market as fierce as India, staying forward isn’t nearly doing extra of the identical; it’s about speaking smarter. The query is now not if RCS will turn into a dominant B2C communication channel, however when. For manufacturers that act now, it presents a uncommon alternative to achieve a big aggressive benefit, construct deeper buyer relationships, and open up a internet new income stream.
MoEngage and Infobip assist carry this imaginative and prescient to life. By combining Infobip’s world messaging infrastructure functionality with MoEngage’s highly effective analytics, segmentation, and omnichannel engagement capabilities, manufacturers can drive greater enterprise ROI utilizing RCS messages throughout each touchpoint.
Wish to get began experimenting with RCS as a advertising and marketing channel or discover how this might work on your model? Let’s Join.
