Learn what RCS (Rich Communication Services) is and how it compares to SMS and MMS. Discover setup costs, click-through rates, and whether RCS is worth adding to your marketing mix.
December 6, 2025
What is RCS and should we try it?
Question
We’ve been running SMS campaigns for a while and getting decent results, but I keep seeing other brands send RCS messages that look way more interactive — with product images and buttons.
I want to try it out, but I don’t really get how the technology actually works and what makes it capable of doing all that. How hard is RCS to actually set up? Is the ROI worth it?
Answer
RCS (Rich Communication Services) is basically the next-gen version of SMS, and yeah — it’s worth trying.
What is RCS
RCS (Rich Communication Services) works over data/Wi-Fi instead of the old SMS network, which is why it can handle so much more. It’s a newer messaging protocol that lets you send high-quality images, videos, interactive buttons, and have real two-way conversations — all in your customers' regular texting app. Plus, your verified brand name and logo show up instead of just a random phone number.
RCS from Maestra client Furniture Fair
The big difference from MMS? MMS can send basic media but it’s still limited and clunky. RCS gives you actual interactivity — buttons that link directly to your site, suggested replies people can tap, even live tracking maps. Think of it as somewhere between SMS and a messaging app like WhatsApp, but native to the phone.
Feature
SMS
MMS
RCS
Message length
160 characters
1,600 characters
~3,000 characters
Media support
Text only
Basic images, audio, video
High-quality images, videos, GIFs
Interactive elements
—
—
Buttons, carousels, quick replies
Branding
Phone number or shortcode
Phone number or shortcode
Verified brand name + logo
Two-way chat
Text replies only
Text replies only
Real conversational chat (like messaging apps)
Cost (approx.)
~$0.0045 per message
~$0.0125 per message
~$0.0125 per message + setup fee ~$220
Why RCS is worth trying
- Performance boost: Companies often see 3-5x higher click rates compared to SMS
- Effective cart recovery: Brands using it for abandoned carts have seen lifts in conversions
- Zero friction: Your SMS subscribers automatically get RCS if their phone supports it. If not, it falls back to regular SMS
- Trust factor: That verified badge gets people to engage — they know it’s actually from your bran
How to set up RCS
It’s pretty straightforward. You need a platform that supports RCS (Maestra handles it alongside SMS). There’s a one-time setup fee — around $220 — to get your brand verified with the carriers. After that, you pay per message, similar to MMS rates. Your platform handles most of the registration work.
My advice: start small. Pick one use case like abandoned cart reminders or a product launch and test it against your regular SMS. Check the numbers and see if the performance justifies scaling it up.