How brands are using RCS messaging to boost customer engagement

Topic: Technology
Image of person shopping, graphic of WhatsApp and of a phone. To show how WhatsApp Business Platform can help business continuity in retail

Thanks to features like live typing indicators and read receipts, RCS messaging can help you boost customer engagement. Here’s how other brands are using it.

Rich communication services, also known as RCS, is a type of messaging designed to replace SMS and MMS messaging. Operating entirely within your phone’s default texting app, it comes with immersive features such as live typing indicators, high-res media sharing and read receipts. 

Here’s how real-life businesses are using RCS messaging to improve their customer engagement.

1. Overstock’s all-in-one customer support

US-based internet retailer Overstock offers its customers a native messaging experience all in one place – their smartphones. Customers can easily access information related to their purchases, such as order confirmations, delivery updates and the option to rate their purchases.

It’s not just automated responses either – they can connect directly with the customer service team if they require additional support.

2.’s booking confirmations via rich messaging

If you’ve just booked a hotel, you’d normally expect an email confirmation. What if you could receive that confirmation via text too? When you book through, if you have an RCS message-enabled device, you can also receive this confirmation directly to your text inbox, complete with buttons to ‘add to calendar’, the ability to chat to’s customer service and more.

Not only can it help customers from having to scroll through their crowded email inbox, but it also means people can avoid downloading a business app (in this case,’s app). They can use their phone’s native messaging app!

3. ChiTransitBot’s real-time train updates

Travelling via a Chicago Transit Authority (CTA) train? There’s no need to scour the web or timetable boards to find out arrival and departure times. The ChiTransitBot offers travellers up-to-date travel information, directions and even the option to save their favourite stops.

Elevate your customer experience with RCS messaging

While price and product/service are still differentiators, customer experience is what will make or break customer loyalty. Think along the lines of asynchronous communication – both customers and customer service agents being able to converse at a time and place that suits them. 

For customers, it’s more convenient. There’s no need to email and wait three working days for a response, or pick up the phone and sit in a queue. For businesses, it’s more efficient. Chats are automatically saved so picking up conversations is easy. Also, certain interactions can be automated, with the option of escalating to a human agent. 

Additionally, customers are already using messaging apps, such as WhatsApp and iMessage, to communicate with family and friends. So, why not give them the option to connect with their favourite brands too? 

RCS can offer you a conversational customer experience – in other words, the kind of excellent experience your audience is looking for. Where do you start? What does that look like for different industries?

Download our ultimate guide to learn more.

Author Avatar
Mayzin Han

Marketing strategist with 6 years of experience, 2+ of which in B2B tech. I have a particular interest in learning about customer experience and engagement technologies.