SMS/MMS/RCS - Overview
What is it
SMS (Short Message Service), MMS (Multimedia Messaging Service), and RCS (Rich Communication Services) are mobile messaging channels that let you reach users directly on their phone number — without requiring an app or internet connection (SMS/MMS).
- SMS: Plain text messages up to 160 characters.
- MMS: Messages with media (images, video, audio) or longer text.
- RCS: Modern evolution of SMS with features like read receipts, rich media, carousels, and branded sender profiles. (Support varies by device and carrier.)
These channels are device-native, high-visibility, and widely accessible. They’re ideal when immediacy, reach, or guaranteed delivery matters.
Examples:
- A bank sends a fraud alert via SMS.
- A retailer shares a coupon image through MMS.
- A travel company sends a boarding pass using RCS with quick reply buttons.
Important: SMS/MMS/RCS require explicit user opt-in for compliance with privacy and carrier regulations (e.g., TCPA, GDPR).
Use cases
Choose SMS/MMS/RCS when you need to:
#
Benefit
Why
Example use cases
1
Maximize reach and immediacy
SMS works on nearly all mobile phones — no internet or app required
- Critical alerts (fraud, outages)
- One-time passcodes (2FA)
- Urgent time-bound reminders
2
Guarantee visibility
Text messages typically have extremely high open rates (90%+ within minutes)
- Appointment confirmations
- Delivery status updates
- Flash sale alerts
3
Send rich content (MMS/RCS)
Use images, video, carousels, or buttons for interactive messaging
- Promotional flyers
- Event invitations with RSVP
- RCS messages with quick replies
4
Reach users without app access
Works even if users haven’t downloaded or opened your app
- Win-back campaigns
- Re-engagement nudges
- Pre-install customer updates
5
Drive high-urgency actions
Ideal for prompts that require a fast response
- “Your payment is past due” reminders
- “Your table is ready” alerts
- “Sale ends in 1 hour” messages
6
Layer with other channels
Combine with in-app, email, or push to create multi-channel experiences
- Send SMS if push is ignored
- Email + SMS for confirmations
- Cross-channel journey orchestration
When not to use SMS/MMS/RCS
Use these channels with care — they can be powerful but also costly and potentially intrusive.
- When cost is a concern — SMS/MMS can incur per-message fees, especially at scale.
- For long-form or complex content — Email or in-app is better for detailed explanations or structured layouts.
- When you don’t have user opt-in — Sending without permission can lead to legal consequences and user distrust.
recommendation-more-help
3c815ced-85ff-4d0f-8ef4-003f644f5cd0