The way businesses communicate with customers is about to change dramatically. And if you’re still relying on plain old SMS for your marketing, sales, or service communications, you might be missing the next big wave.
We sat down with Alex Rhodes, Senior Partner Marketing Manager at Sinch, to talk about everything you need to know about RCS (Rich Communication Services), the technology that’s being called the future of messaging.
Here’s what we learned:
RCS and Why You Should Care
Let’s start with the basics.
RCS is poised to replace SMS as the new standard for mobile messaging. But what makes it different?
Imagine getting a text message from a brand that includes:
- Interactive buttons (like “Reply,” “Schedule,” or “Buy Now”)
- Embedded images and videos
- Clickable carousels
- Secure in-message payments
- Verified brand sender info
This isn’t some far-off vision. It’s already live on Android devices, and with Apple integrating RCS in iOS 18, it’s coming fast to a phone near you.
SMS Wasn't Built for the Way We Communicate Today
SMS has been around for decades and it hasn’t aged well. From phishing attempts to spammy marketing blasts, traditional text messaging has become a minefield for consumers and a missed opportunity for brands.
That’s where RCS changes the game.
One of RCS’s most important features is verification. Instead of receiving a sketchy message from a random number, consumers will see the brand name, a verified checkmark, and even a company logo. That’s a huge leap in building trust and fighting fraud.
Why This Matters for Marketers
If you’re a marketer using tools like HubSpot or a sales rep sending appointment confirmations, RCS makes your messages:
- More trustworthy
- More engaging
- More actionable
That last point is critical. RCS messages can include smart replies, clickable links, and even shopping cart integrations, all directly inside the messaging thread.
Alex called it the “next iteration of how messaging works.” And once users experience RCS, they won’t want to go back.
HubSpot + Sinch Means Scalable Messaging with Global Reach
Sinch’s integration with HubSpot already allows businesses to send SMS and MMS (multimedia messages). But with RCS rolling out, those capabilities are expanding to include:
- Global sending capabilities (beyond the U.S.)
- MMS support for photos and videos
- WhatsApp and RCS integrations in progress
- Built-in brand verification support
Whether you’re sending an appointment reminder or a product drop notification, Sinch makes sure your message reaches the right customer—with confidence.
And no, this isn’t just for retail or finance. Even pest control companies are using SMS, and soon RCS, to send secure, branded updates to customers. It’s about trust—and that spans every industry.
Why You Need to Get Verified Now
One of the key takeaways from the conversation? The verification line is backing up.
To send RCS messages as a business, you need to get verified by carriers like AT&T and Verizon. That process takes time, and demand is only growing.
In Rhodes' words:
“If your boss sees the conversion rates RCS is driving, and you're not using it, that’s not going to be a fun conversation.”
Whether you're in marketing, sales, or ops—getting verified now puts your business at the front of the line for the RCS revolution.
Security and Privacy Are Built In
The rise of RCS comes at a time when SMS-based fraud is at an all-time high.
With RCS, not only are messages encrypted, but verification adds a layer of brand authenticity that SMS simply can’t match.
This makes RCS ideal for:
- Banking and financial services
- Healthcare providers
- Government agencies
- Any business that needs to build trust in the inbox
This Isn’t a Flash-in-the-Pan Trend
While RCS is still gaining traction in the U.S., it’s already widely adopted in Europe. Sinch has customers actively using RCS overseas, and adoption stateside is expected to ramp up in early 2025, with the first wave potentially hitting in Q1.
And just like smartphones, tablets, and social media—once users experience this new messaging format, there’s no going back.
It’s like when the iPad launched. At first, people questioned the need. But once they tried it, it clicked. RCS will be the same.
A New Standard for Customer Conversations
RCS isn’t just about better texts. It’s about transforming how brands interact with customers on their most personal devices.
“You’re not just sending this out to a thousand people. You’re sending it to me. And I’m trusting that you’re a real person.”
From secure authentication to real-time purchases and scheduling, RCS is setting a new standard for 1:1 communication that feels personal and powerful.
Ready to Integrate RCS and HubSpot?
If you're a HubSpot user, Sinch makes it easy to start experimenting with RCS today. And if you're not yet verified with carriers, the time to act is now.
Because in a year, when your competitors are sending rich, interactive messages, and you're still sending plain text, you’ll wish you had gotten in line sooner.
Want to learn more? Contact our team
