Infobip, a global cloud communications platform, has delivered over 10 billion Rich Communication Services (RCS) business messages — a milestone accelerated by Apple’s late 2024 adoption of RCS in iOS 18. Since the update, global RCS traffic on Infobip’s platform surged fivefold, with North America seeing a staggering 1,400% spike. Businesses are embracing RCS for its interactive, media-rich, and trusted messaging capabilities — driving 500% YoY growth and doubling survey response rates compared to SMS.
Apple’s iOS 18 Ignites Global RCS Revolution
When Apple announced RCS support in iOS 18 — rolling out to hundreds of millions of iPhone users in late 2024 — it didn’t just close a long-standing messaging gap. It triggered a global acceleration in business-to-consumer communication.
Infobip, a leading CPaaS provider and Juniper Research-recognized RCS Business Messaging Leader, has seen firsthand the seismic shift: global RCS message volume on its platform increased fivefold post-iOS 18. In North America — where iPhone penetration is highest — that growth exploded by 1,400%, signaling massive enterprise adoption and consumer readiness.
“Apple’s move validated RCS as the future of conversational commerce,” said Craig Selby, RCS Business Unit Director at Infobip. “We’re witnessing record adoption as RCS becomes the channel of choice for businesses aiming to offer trusted, personalized messaging.”
Why Brands Are Racing to Adopt RCS
RCS transforms the humble text message into a dynamic, interactive experience — without requiring consumers to download an app. Unlike legacy SMS, RCS enables:
- Rich Media Delivery — Send images, videos, carousels, and files directly within the native messaging app.
- Branded Identity & Verification — Display company logos and verified sender badges to combat phishing and build trust.
- Two-Way Interactions — Enable quick replies, suggested actions, and in-message forms for seamless customer journeys.
- Read Receipts & Typing Indicators — Create real-time, human-like conversations at scale.
Enterprises are now integrating RCS into every stage of the customer lifecycle — from marketing and cart abandonment alerts to post-purchase support and feedback surveys. Infobip’s data shows 500% year-over-year growth in RCS usage, with brands increasingly using it alongside — or even replacing — traditional SMS.
Case Study: HESA Doubles Survey Response Rates with RCS
One powerful example comes from the UK’s Higher Education Statistics Agency (HESA), part of Jisc. Tasked with running the nation’s largest annual social survey — the Graduate Outcomes survey — HESA needed a way to boost response rates among recent graduates.
By deploying RCS via Infobip, HESA delivered visually rich, verified messages that clearly identified the sender as legitimate. Graduates could tap to respond, view survey progress, or access help — all within their messaging app.
The result? RCS-driven survey completion rates doubled compared to SMS.
“RCS enables us to provide rich, engaging and trusted messages to graduates, which has helped encourage them to complete the survey,” said Dr. Gosia Turner, Head of Surveys at Jisc. “With improved completion rates, we can deliver the high-quality data the sector needs to make informed decisions about graduate experiences.”
This case underscores a broader trend: when consumers trust the sender and find interactions intuitive, they engage more — and convert faster.
Infobip Leads U.S. Market with Carrier-First RCS Launch
In the United States, Infobip cemented its leadership by becoming the first platform to launch RCS messaging with all major telecom carriers — including Verizon, AT&T, and T-Mobile. This interoperability breakthrough removed fragmentation barriers, allowing U.S. brands to deploy consistent, high-fidelity messaging experiences nationwide.
American enterprises are now leveraging RCS to:
- Reduce customer service costs with automated quick-reply menus
- Increase cart recovery rates with rich product imagery and “Buy Now” buttons
- Improve appointment confirmations with calendar integration and location maps
- Boost NPS scores with post-interaction rating prompts
Each interaction doesn’t just enhance customer experience — it drives measurable ROI. Brands report higher revenue per message, stronger brand recall, and reduced support ticket volume.
The Future: RCS as the New Standard for Trusted Engagement
As more Android and iOS users gain access to RCS-capable devices — and as global carriers continue to upgrade infrastructure — adoption is expected to accelerate further. Infobip is preparing for this next wave with AI-enhanced conversational tools, deeper CRM integrations, and analytics that measure engagement quality, not just volume.
“RCS isn’t just an upgrade from SMS — it’s a paradigm shift,” said Selby. “It turns every message into a branded, interactive experience. And with Apple’s support, we’re now reaching the entire mobile ecosystem.”
With 10 billion messages delivered and counting, Infobip is not just riding the RCS wave — it’s helping define its future. For enterprises seeking to build trust, drive conversions, and deliver seamless customer journeys, RCS is no longer optional. It’s essential.
