Let’s preface this by acknowledging that just because something evolves doesn’t mean we abandon the basics. It simply means our tools have gotten better. The classic mobile conversion funnel—acquisition → engagement → revenue—isn’t going anywhere. But the way mobile marketers move users through it has changed dramatically.
Push notifications, in-app messaging (IAM), and SMS have been the workhorses of mobile engagement for years. But users today are flooded with alerts, fatigued by generic blasts, and quick to ignore anything that doesn’t feel personal or interactive. Meanwhile, brands face mounting pressure to hit revenue goals while keeping acquisition costs in check.
RCS messaging could not have arrived at a better time. It’s the evolution of SMS that’s reshaping how mobile-first brands drive ROI. RCS brings rich media, branded visuals, interactive CTAs, and verified senders—all delivered in the phone’s default messaging app.
We’ve heard it described as “SMS on steroids,” but we prefer to think of it as a conversion machine disguised as a text message.
Push and IAM still have their place… RCS steps in to amplify them and move users faster toward the clicks, carts, and conversions that matter.
Did the mobile funnel really need an upgrade?
Push fatigue is real. Even the best-timed push notifications are easy to swipe away, especially when they require the user to open the app to act.
SMS still offers unmatched reach, but a wall of plain text can only do so much to grab attention or build trust.
Consumers now expect messages to be personal, contextual, and frictionless, no matter the channel. They want to see what they’re buying, interact with offers, and trust who’s sending them.
That’s exactly where RCS marketing stands apart: blending the reach of SMS with the engagement power of rich media and interactivity.
Stage 1 — Acquisition: First impressions that convert
First impressions decide whether a user becomes a customer or just another bounce in your analytics.
A push notification might nudge someone to check your app, but without rich visuals or instant actions, it’s easy to ignore. SMS might deliver the info, but it certainly won’t dazzle.
RCS flips that script. Imagine launching a seasonal campaign where:
- Your brand logo and colors are front and center
- A swipeable carousel showcases your top products or app features
- Buttons instantly deep link to your app store page or sign-up flow
For example, a retail brand could send an RCS message featuring three high-resolution outfit images, each tappable to shop instantly. That’s an acquisition campaign that looks premium, feels personal, and reduces friction from the first interaction.
Stage 2 — Engagement: From one-way alerts to two-way conversations
Traditional engagement channels tend to be one-way. Push gets a quick glance. IAM is great, but it only reaches people who’ve opened your app. SMS can be timely, but without visuals or buttons, the experience ends before it begins.
RCS messaging transforms engagement into a conversation:
- Interactive buttons like “Learn More” or “Add to Cart” keep users in motion
- Dynamic visuals make recommendations feel tailored
- Chatbot integrations allow real-time responses without app-hopping
Take a travel app: after a booking, they could send an RCS update with flight details and options to Upgrade Seat, Add Car Rental, or Book Activities. All inside the message thread. No loading screens, no extra clicks. The result? Higher engagement, faster upsells, and happier customers.
Stage 3 — Revenue: Rich media that closes the deal
The end of the funnel is where RCS really earns its keep. With push, you can grab attention. With SMS, you can deliver an offer. But with RCS, you can drive a transaction right inside the message:
- Limited-time promos displayed as eye-catching cards
- Product carousels pulling in personalized recommendations
- Buy Now buttons that trigger instant checkout
For example, a food delivery app could send a dinner deal as an RCS card: a photo of the meal, price, delivery ETA, and a one-tap “Order Now” button. When comparing RCS vs push notifications, the revenue path is shorter, and drop-off rates are lower.
RCS in the omnichannel stack: A force multiplier, not a replacement
RCS works best when it complements—not replaces—your existing channels:
- Push for awareness
- IAM for deep personalization during app sessions
- RCS for visually rich, conversion-ready follow-ups
Picture an orchestrated journey:
- Push introduces a flash sale
- In-app reinforces it with personalized recommendations
- RCS closes the loop with high-res product images and instant checkout
With carriers and Google heavily investing in RCS infrastructure, adoption is climbing fast. Early movers are building an advantage before rich messaging becomes the default.
How to get started with (and get approved for) RCS messaging
Before you can send your first RCS message, you’ll need to get approved with carriers. This is a necessary step to make sure your brand shows up with all the rich media perks. The process is straightforward:
- Get verified as a sender with your messaging provider
- Submit your brand and campaign details for carrier review
- Plan your first high-impact use case (think new product drops, reactivation offers, or limited-time promos)
With OneSignal, you’re not left guessing. We walk you through the approval process, help you navigate carrier requirements, and provide guidance on how to present your brand and campaigns to maximize your chances of a fast green light.
Once approved, you can slot RCS into your existing funnel where SMS or push underperform, then track click-through, conversion, and revenue per message to measure ROI.
We’ve broken down the process in detail, including which carriers support RCS and six tips to speed up approval so you can hit the ground running.
The richest channel for the richest returns—Ready to jump on it?
RCS is a high-performance, revenue-driving channel that aligns perfectly with the modern mobile funnel. Brands that embrace it now will not only see higher conversions but will also future-proof their engagement strategy.
With OneSignal, you can launch and optimize RCS marketing alongside your existing channels, ensuring every stage of your funnel, from acquisition to revenue, is covered.
Ready to see RCS in action? Get in touch with our team and we’ll get you started.
