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RBM Defined

RCS Business Messaging (RBM) is an enterprise-grade extension of Rich Communication Services (RCS) that allows businesses to communicate with customers via rich, interactive messages. RBM provides a branded messaging experience, enabling companies to deliver promotional, transactional, and customer support messages with enhanced functionality.

How RBM Works
RBM messages are delivered through the RCS protocol, but they include additional business-specific features. Companies can verify their brand by displaying a custom logo, brand colors, and a verified badge in the recipient’s messaging app. Messages can also include action buttons, rich media, and carousels for seamless customer interactions.

Benefits of RBM

  • Branded Messaging: Customized logos, colors, and sender verification enhance trust and recognition.
  • Enhanced Interactions: Features like product carousels, quick-reply buttons, and payment options simplify the customer journey.
  • Measurable Engagement: Businesses can track message delivery, open rates, and user interactions.
  • Secure Communications: Verification and encryption protect against fraud and phishing.

Common Use Cases

  • User Onboarding: Send interactive tutorials or quick-start guides to new users.
  • Promotions: Deliver targeted offers with interactive call-to-action buttons.
  • Customer Support: Provide real-time assistance through branded messaging.
  • Re-engagement: Send personalized messages to inactive users with tailored recommendations or incentives.
  • Transaction Updates: Send order confirmations, shipping updates, or payment receipts.

How to Use it in a Sentence

RBM empowers marketers to deliver rich, interactive messages directly to users' native messaging apps, combining the reach of SMS with the engagement of multimedia content, making it a game-changing tool for driving conversions and building stronger brand connections.

Common FAQs

RBM (RCS Business Messaging) is the enterprise application of Rich Communication Services (RCS). It allows brands to send interactive, media-rich messages directly to users' native messaging apps, now supported on both Android and iOS (starting with iOS 18). For mobile app marketers, RBM provides a powerful way to enhance user engagement, drive conversions, and strengthen brand presence.

RBM is a business-oriented application of RCS that includes branding, interactivity, and analytics, while RCS messages are standard for person-to-person communication.

RBM combines the reach of SMS with the rich media capabilities of push notifications. Unlike SMS, RBM supports high-resolution images, videos, carousels, and action buttons. Unlike push notifications, RBM doesn’t require users to opt-in or have the app installed — it leverages the device's default messaging app, now including iPhones with iOS 18.

No, customers only need a device and carrier that support RCS messaging.

Yes, RBM incorporates sender verification and encryption for secure communication.

With iOS 18, Apple has introduced RCS support, enabling RBM campaigns to reach iPhone users. This broadens the audience for marketers, allowing them to deliver rich, interactive messages across both Android and iOS platforms without compromising on message quality.

RBM messages can include deep links that take users directly to your app's download page or a specific feature within the app. With actionable buttons like “Download Now” or “Open App,” marketers can streamline the user journey and improve conversion rates.

Yes, RBM provides detailed metrics such as delivery and read receipts, click-through rates, and user interactions with buttons or carousels. This data helps marketers optimize campaigns and demonstrate ROI.

RBM messages are verified by carriers, displaying your logo, brand colors, and a verified badge. This reduces the risk of fraud and phishing, while reinforcing your brand’s identity and credibility.

Absolutely. RBM supports dynamic content, enabling marketers to personalize messages based on user behavior, location, or preferences. For example, you can send recommendations for nearby stores or products based on past purchases.

With RBM, marketers can include images, videos, carousels, and even interactive buttons in their messages. For instance, a gaming app could send a video preview of a new feature along with a “Play Now” button.

While RBM messages are typically more expensive than SMS, their higher engagement rates and ability to drive conversions often justify the investment. For campaigns requiring rich media and interactivity, RBM can provide superior ROI compared to other channels.

RBM requires carrier support, and while coverage is expanding globally, it may not yet be available in all regions. Additionally, its success depends on users having devices that support RCS, though iOS 18 has significantly increased the potential audience.