RCS Is Really Cool SMS: The Conversational Revolution Every Brand Needs to Join

The biggest takeaways from Google’s RCS World Tour – NYC

For brands focused on meaningful growth and lasting customer relationships, the question isn’t if conversational messaging matters - it’s how to implement it effectively.

That question was answered loud and clear at the Google RCS World Tour in New York City, where leaders from Google, AT&T, T-Mobile, Verizon, and standout brands like United Airlines, CVS Health, IHG, Lowe’s, and the LA Rams came together to show that RCS (Rich Communication Services) is the future of messaging. That future is starting now.

RCS transforms simple, one-way text messages from unknown numbers into interactive, visual, branded, two-way conversations that customers actually want to have.

And those conversations are driving results that every brand dreams about.

From cost to conversion: The new ROI mindset

RCS is completely redefining how success is measured in mobile messaging. Success isn’t measured by how little each message costs, but by how much value and revenue each conversation generates.

At the event, the LA Rams shared how moving from traditional SMS to RCS led to a 70% increase in engagement and a 60% lift in revenue. Fans could browse upcoming games, purchase tickets, and receive personalized updates - all inside a single native message thread.

Meanwhile, United Airlines has shifted 30% of customer contacts to RCS messaging, reporting CSAT scores 10 points higher than other service channels. Instead of waiting on hold, travelers now resolve issues, rebook flights, and receive proactive updates all through ongoing conversations and on their terms.

Even CVS Health saw a 40% decline in opt-outs and 10× higher engagement after moving to RCS. The difference? Customers instantly recognized a verified, trusted brand reaching out, and they responded accordingly.

RCS turns every interaction into a new opportunity to delight customers, earn their loyalty, and grow long-term value.

The death of the drop-off: Keeping customers in-thread

One of the biggest friction points in digital commerce today is forcing a customer to leave a message to complete an action elsewhere. Clicks, redirects, app switching all break the moment.

RCS fixes that.

Through WebView, brands can embed fully functional experiences directly inside the message thread. Whether it’s checkout, loyalty enrollment, or order tracking, the customer never has to leave.

Brands like Lowe’s are using this to streamline pickup confirmations with in-thread barcodes, while others are integrating entire purchase journeys inside messaging. The results are clear: less friction, more completion, and happier customers.

And the data backs it up - 86% of consumers prefer messaging over other channels, and 63% will switch to brands that offer conversational experiences.

In a world where attention is gold, keeping customers in-thread is the new UX golden rule.

AI is the engine behind personalized, proactive messaging

The next big leap isn’t RCS alone, it’s RCS powered by Generative AI.
Together, they unlock truly intelligent, always-on, personalized conversations.

AI interprets customer intent in real time, delivering the perfect rich card, offer, or suggestion at exactly the right moment. The result: early adopters are seeing engagement lifts as high as 70% and revenue growth up to 40%.

Beyond marketing, AI-driven RCS is blending service and sales into one seamless experience - shifting from reactive communication to proactive engagement. A customer who receives a helpful message isn’t being sold to; they’re being supported.

This is the future of personalization at scale: authentic, responsive, and rooted in value.

Building trust: Security is no longer optional

As messaging noise grows, trust has become a competitive advantage. RCS cuts through the clutter with verified senders, branded profiles, and carrier-level security that gives customers confidence.

Every RCS message starts with authenticity - your name, logo, and verified identity front and center. That’s why CVS Health saw such a dramatic reduction in opt-outs: people trust what feels safe and official.

And with the backing of all major U.S. carriers, the RCS infrastructure is now mature, standardized, and secure - ready for brands to scale without hesitation.

The rise of conversational search

One of Google’s most exciting announcements at the event was RCS agents integrated directly into Google Search results.

That means when a customer searches for your business, they won’t just find a link. They can start chatting with you instantly. Discovery, conversation, and conversion all merge into a single, natural flow.

For brands, this represents a massive opportunity to meet high-intent users the moment they express interest.

The big picture: From campaigns to conversations

The key takeaway from the RCS World Tour was simple but profound:
The conversation is the conversion.

RCS represents a fundamental shift from campaigns to conversations - from talking at customers to engaging with them.

And, with generative AI, it’s not just personalized engagement, but humanized. It’s the return of marketing with empathy and immediacy. It’s about designing experiences that listen, respond, and build trust over time.

The ecosystem is ready. The results are proven. The opportunity is here.

So don’t wait to join the movement - start the RCS approval process so you can start sending before your competitors.

The brands that learn to connect conversationally won’t just see higher conversion rates - they’ll build stronger, longer, and more human relationships.

And that’s the kind of engagement that lasts.

Getting started fast with RCS

OneSignal is uniquely positioned to not only support RCS messaging, but also to help brands navigate an otherwise lengthy approval process. We’re here to fast track your approval, avoid common bottlenecks, and ensure your first RCS campaigns hit the ground running.

Reach out to the OneSignal team to get started with RCS.