New research from Twilio demonstrates a notable shift towards Rich Communication Services (RCS) among mobile industry professionals.

The survey, conducted at the Mobile World Congress (MWC) in Barcelona from March 3 to 6, 2025, involved 641 international industry professionals. Nearly half of the respondents reported using RCS, with 60% of these users indicating an 'overwhelmingly positive' impact on customer communications.

RCS is characterised as an advanced, multimedia version of SMS, incorporating verified sender functionality. It supports branded profiles and verified sender badges, which are designed to enhance customer trust. The service also allows for the inclusion of embedded images, video, audio, and branding, aiming to offer more engaging interactions.

The survey results show that 71% of industry professionals at MWC 2025 plan to adopt RCS within the next 12 months. The top benefits of RCS, as identified by respondents, include a better user experience (53%), enhanced media sharing (29%), and increased trust via verified sender (18%).

Director of ANZ Communications Business at Twilio, Matt McCormack, said: "While SMS remains popular among Australians, brands increasingly recognise the need for a more sophisticated solution that will allow them to communicate with customers in a useful, personalised and engaging way. RCS, soon to become available here, is set to revolutionise how brands interact with customers and drive greater engagement, conversion and brand loyalty."

The survey also revealed that 37% of respondents noted increased security as a positive impact of RCS on customer communications. Additionally, 25% mentioned streamlined communications with customers as a benefit, while 17% believe RCS fosters deeper, more engaging relationships with customers. Furthermore, 11% of respondents see RCS as driving high return on investment (ROI), and 10% noted deepening trust with customers as a benefit.

Despite these positive perceptions, 56% of respondents have not yet implemented RCS. However, there is a positive trend towards adoption, with 30% of respondents citing a lack of organisational knowledge as a barrier to implementation.