This ebook examines Rich Communication Services (RCS) as the next evolution of business messaging, combining insights from IDC research with Infobip platform capabilities. It explains how RCS enhances traditional SMS with rich media, branded experiences, buttons, carousels, and verified sender identities. The document outlines adoption trends, customer expectations, and enterprise use cases including customer support, notifications, promotions, and transactional messaging. It also explores how RCS integrates with conversational AI and omnichannel strategies to deliver secure, interactive, and measurable experiences. The ebook positions RCS as a critical channel for brands seeking higher engagement, improved trust, and measurable ROI in mobile-first customer journeys.

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