Twilio Spotlights RCS as SMS Successor in 2025
New research released during the Mobile World Congress (MWC) 2025 in Barcelona highlights the rapid adoption of Rich Communication Services (RCS) among mobile industry professionals. According to a survey conducted by Twilio, nearly half of respondents are already using RCS, while 71% plan to adopt the technology within the next 12 months. Based on insights from 641 international industry professionals, the study signals the growing momentum behind RCS as the next evolution of mobile messaging.
RCS, widely considered the successor to SMS, introduces modern capabilities such as branded messaging, verified sender IDs, high-quality multimedia sharing and embedded interactive elements. These features offer enterprises a more engaging, secure and personalised way to connect with customers.
Positive business impact
Among current RCS users, 60% reported that the technology has had an "overwhelmingly positive" impact on customer communication. Key benefits cited include an improving user experience (53%), enhancing media sharing (29%) and increasing trust through verified sender identification (18%).
Peter Bell, EMEA VP of Marketing at Twilio pointed out: "While SMS has impressive reach, high open rates and a universal, interoperable format, little has changed since its original rollout in 1992.
"RCS, by contrast, brings modern capabilities into the mainstream, elevating how businesses can communicate with their customers. Brands using RCS can create more personalised, trusted and interactive experiences, driving higher engagement, conversion rates and brand loyalty."
Adoption trends and barriers
Despite the enthusiasm, 56% of respondents reported not yet adopting RCS.
- 14% of planned adopters aim to use RCS for all customer interactions
- 20% will use it for most
- 37% intend to deploy it in selected use cases
A key barrier remains awareness. Nearly 30% of non-adopters cited a lack of organisational knowledge as the primary reason for hesitation.
The challenge highlights the need for broader education around RCS use cases, integration options and long-term business value.
Unlocking richer customer experiences
RCS introduces a new era in mobile messaging. It supports high-resolution images, videos, audio and GIFs, while removing SMS's 160-character limit.
Interactive features such as carousels, call-to-action buttons and suggested replies allow businesses to create fully branded, shoppable conversations.
For security-conscious organisations, features like verified sender IDs, end-to-end encryption and branded profiles help build trust and reduce fraud. Since RCS can operate over internet connections, it offers improved message delivery and reduced latency across diverse devices.
Seamless integration and measurable results
One of RCS's key advantages is its ease of deployment. Twilio's RCS capabilities are integrated natively across APIs including Verify, Programmable Messaging and Conversations—allowing businesses to adopt RCS with minimal or no code changes.
The platform supports advanced analytics, giving businesses real-time insights into message delivery, open rates and customer engagement. These metrics help companies optimise messaging strategies and maximise return on investment.
Versatile applications across the customer journey
RCS is well-suited to a range of use cases—from customer support and promotional messaging to appointment reminders, order updates and feedback collection. Its interactive and real-time features make it ideal for enhancing every stage of the customer journey, from acquisition to retention.
Carrier support and future outlook
The growing support from mobile carriers and device manufacturers is accelerating RCS adoption. Major players like Vodafone Idea, Google, Samsung and Motorola are driving native integration and default app support. Apple's planned adoption of RCS and automatic enablement on Android devices further position RCS as a universal channel for business messaging.
Businesses using RCS are already seeing results, with reported increases in customer engagement and conversion rates of up to 32%. As telcos continue investing in education and infrastructure and cross-platform support expands, RCS is poised to become the new standard for mobile messaging in 2025 and beyond.
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