The Ultimate Guide to RCS Messaging Types & Marketing That Works

Tired of your SMS campaigns getting ignored?

With average SMS click-through rates sitting around 6.1%, it's no wonder your messages feel like they’re vanishing into a void.

That’s where RCS (Rich Communication Services) steps in. RCS is like an SMS 2.0—with images, buttons, carousels, and a whole lot more engagement.

But wait—what exactly can you do with RCS? What types of messages work best? And how do you build a strategy around it? This guide breaks it all down for you.

Let’s dive in!

What exactly can you do with RCS?

RCS turns your boring SMS into a rich, interactive experience. It gives you the power to send messages that feel more like mini web apps—packed with visuals, buttons, live updates, and even payment options.

Here’s what you can do with RCS:

• Show off products in a carousel: With RCS, you can send product carousels that users can swipe through, just like on a shopping app. This makes it super easy for customers to see multiple options without leaving their messaging app.

• Add clickable buttons to drive instant action: RCS lets you add buttons inside your messages that users can tap to take actions like “Buy Now,” “Track Order,” or “Book a Demo.” This removes friction and increases chances of conversion. 

• Send real-time updates that keep users informed: Need to send live flight info, delivery status, or booking confirmations? RCS can handle that with sleek visuals and updated data—all inside the chat. 

• Gather feedback instantly with interactive messages: RCS makes it easy to collect reviews and feedback by including quick-reply buttons and rich cards. 

• Build brand trust with verified sender identity: Unlike SMS, RCS lets you show your brand name, logo, and color theme right inside the message. Users are far more likely to engage when they know a message is coming from a verified, legitimate brand.

Different Types of RCS Messages

Here's a breakdown of the different types of RCS messages:

1. Single-message RCS (Standalone Messages)

These are simple RCS messages that include rich content like images, GIFs, videos, buttons, and branding—but are sent as a one-time message instead of part of an ongoing chat. These are great for promotions, announcements, flash sales, or one-time offers where you want to grab attention instantly.

These types of messages work best when you want to:

• Highlight one product or service
• Share a coupon or time-sensitive deal
• Push users to take quick action (book, buy, sign up)

They’re short, snappy, and visually appealing—which means higher engagement without overwhelming the user.

2. RCS Conversations (Interactive Chat Threads)

Unlike standalone messages, RCS conversations are ongoing, two-way chats between your brand and the customer. These messages feel more personal and are designed to guide users through a journey, like booking a ticket, tracking an order, or customizing a product.

These work really well for:

• Personalized shopping experiences
• Step-by-step booking processes
• Helping users explore your services or products

And because everything happens in a single chat thread, it feels natural and easy for the customer. 

3. Transactional RCS Messages

These messages are all about function and utility. They’re used to share important updates like order confirmations, delivery updates, appointment reminders, flight changes, and more—but in a far more engaging and branded way than plain SMS.

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For example, instead of sending a boring "Your package is out for delivery" message, send it with your logo, order summary, a product image, live tracking button, and a quick reply for rescheduling. That’s transactional RCS done right.

Transactional RCS works perfectly for:

• E-commerce delivery updates
• Healthcare appointment reminders
• Travel or event-related alerts
• Banking transaction notifications

These messages keep your customers in the loop while reinforcing trust through clear branding and interactivity. Plus, they open up chances for upselling and cross-selling with smart CTAs.

4. Promotional Campaigns with Rich Cards

This type of RCS message is perfect for visually-driven marketing campaigns. Instead of sending just one image or line of text, you can send multiple rich cards—each with its own image, description, and CTA button. Users can swipe horizontally to explore different offers, products, or categories, all in a single message thread.

These are ideal for:

• Holiday campaigns with multiple deals
• Product launches featuring different SKUs
• Event promotions with tiered ticket options

Rich cards are visually exciting and feel interactive, so users are more likely to scroll, click, and convert.

5. Feedback and Survey Messages

After a purchase, service, or interaction, you can use RCS to collect feedback in a more engaging way than traditional SMS surveys. Instead of sending a link to a web form, you can ask questions directly in the chat with quick-reply buttons, star ratings, or emoji reactions.

It feels faster, easier, and more personal—so users are more likely to respond.

These messages are great for:

• Post-purchase feedback
• Customer service ratings
• Event or webinar follow-ups
• NPS (Net Promoter Score) surveys

Top 6 RCS Marketing Strategies That Work in 2025

1. Make Your Product Promotions Interactive

Instead of sending plain text product ads, use RCS to turn promotions into a two-way conversation.

Go beyond just displaying products—let customers filter, browse, or even customize products directly within the message using carousels or quick replies. This gives users control, which increases engagement.

To make this work:

• Use RCS rich cards for product images and pricing
  Add CTA buttons for each stage of the buyer journey (explore, buy, save)
• Use previous purchase data to tailor the message (e.g., show athletic shoes to people who previously bought sportswear)

This strategy reduces friction and keeps users inside the message flow, which leads to higher click-through and conversion rates.

2. Use RCS for Abandoned Cart Recovery

If someone added items to their cart but didn’t finish checkout, don’t just send a boring reminder—re-engage them with a rich, helpful message. 

RCS lets you send an abandoned cart message that includes a picture of the product(s) they left behind, the total price, and buttons like ‘Complete Purchase,” “Need Help?” or even “Change Size/Color”. You can even include a limited-time discount or free shipping offer right in the message to nudge them toward conversion.

To make this work:

• Set up cart abandonment triggers in your eCommerce platform
• Create dynamic RCS templates that auto-fill product details and images
• Test different incentives (like 10% off or same-day shipping)

This is far more effective than plain SMS or email because it’s visual, fast, and action-ready. 

3. Send Real-Time Order and Delivery Updates

Customers love being kept in the loop—especially after they’ve made a purchase. With RCS, you can turn boring status updates into branded, interactive messages.

In the place of plain-text like “Your order has shipped,” send updates with product image, estimated delivery date, live tracking button, and quick replies like “Change Address” or “Contact Support”. This not only improves the customer experience, but also reduces support tickets since users get everything they need, right in the message.

For this:

• Integrate your RCS messaging system with your order management software
• Trigger automated RCS messages at key stages (order received, shipped, out for delivery, delivered)
• Use your brand’s logo and colors to build trust and recognition

These updates create a reliable, branded journey post-purchase, and make customers feel like they’re dealing with a premium business.

4. Collect Feedback Instantly After Key Interactions

Getting feedback is crucial—but most customers ignore survey links sent via email or SMS. With RCS, you can ask for feedback directly in the chat—and make it super easy to respond.

You can ask a simple question like ‘How was your experience today?” and then provide quick-reply options like ⭐⭐⭐⭐⭐ or buttons like “Great,” “Okay,” “Needs Improvement.”

You can follow up with one more question if needed, like ‘’What could we do better?” and include a reply box. To make this work:

• Trigger RCS surveys right after a purchase, delivery, or customer support interaction
• Keep the questions short and answerable with one tap
• Customize the message with the user’s name or product to make it feel more personal

This strategy helps you boost response rates, collect real-time insights, and show customers you genuinely care about their experience.

5. Run Flash Sales and Limited-Time Offers

Flash sales are all about urgency. And nothing creates urgency better than a visually bold, time-sensitive message that lands directly in your customer’s inbox—with zero friction. With RCS, you can send:

• A striking product image or GIF
• A countdown timer visual (even if it’s just an image)
• Buttons like “Shop Now” or “Claim Offer”
• Clear expiry info like “Only 3 hours left!”

What makes this powerful is that users can view, decide, and act—all in one place. To make this work, you can:

• Use segmentation to target customers who’ve shown interest in similar products
• Keep the copy short and focused on the urgency
• Use carousels if you want to show multiple limited-time products
• Schedule the campaign to hit when your users are most active (e.g., evening hours or weekends)

When done right, RCS flash sale campaigns can drive instant spikes in traffic and conversions, especially during festive seasons or clearance events.

6. Personalize Campaigns Based on User Behavior

RCS shines when you combine it with data. Use what you already know about your customers—like their past purchases, browsing history, or location—to make your messages feel personal and relevant.

For example, if someone recently browsed sneakers on your app but didn’t buy, you can send an RCS message with a product image of the sneakers, a CTA like “Still thinking about these?”, alternatives in a swipeable carousel and a discount code just for them. 

To make this work:

• Integrate your RCS platform with your CRM or customer data platform (CDP)
• Use tags or segments like “frequent buyers,” “cart abandoners,” or “seasonal shoppers”
• Create dynamic RCS templates that adjust based on user data

Personalized RCS campaigns don’t just get better engagement—they build real customer loyalty because your users feel seen and understood.

Ready to level up your messaging game with RCS?

RCS isn’t the future—it’s already here. And it’s changing how brands talk to customers. From rich product promos to real-time delivery updates, RCS gives you the tools to stand out in a noisy inbox.

But getting started with a new channel can feel overwhelming. That’s where TheConvertWay comes in.

With powerful features like automation flows, interactive campaigns, and smart segmentation, ConvertWay makes it easy to launch high-converting RCS campaigns—without needing a big team or technical know-how.

We’re already helping 3000+ Shopify stores boost engagement, improve retention, and grow revenue. Why not yours? Try ConvertWay’s multi-channel marketing automation free for 7 days and start sending RCS messages that actually get replies. Sign up now!