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TFM Awards 2026
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Knak, the AI production layer for enterprise marketing, launched Mobile Message Builder, bringing SMS and Rich Communication Services (RCS) message production into the same production environment where teams build email and landing pages.
Marketing production is the system between creative brief and send, where campaign assets get built, personalized, optimized, and approved. AI has made drafting content nearly free. The work that goes into producing the finished, on-brand, approved asset hasn’t kept pace. Knak’s “Marketing Production in the Age of AI” study of 333 enterprise marketers found 85% missed at least one planned campaign launch last year because of production constraints, with approvals, creative production and cross-team coordination the leading causes.
That production gap is showing up fast in the newest marketing channel. RCS asks marketing teams to build richer, interactive content and clear carrier and brand-verification approvals, on top of the campaign workflows they already run. Most of that work happens outside any production system — in docs, spreadsheets and whichever sending platform’s editor is closest to hand — with no shared brand rules, no version history and no approval trail. Juniper Research forecasts that business RCS messages will nearly quadruple, from 125 billion globally in 2026 to more than 485 billion by 2030.
Mobile Message Builder puts SMS and RCS on the same production line, with the same brand standards, collaboration and approval workflows teams already use for every other asset they ship.
Mobile Message Builder is built into Knak and includes:
One production line across channels: Build SMS and RCS in the same environment as email and landing pages, on shared assets, brand guidelines and design rules, so a campaign holds together across every channel it runs on.
RCS and its SMS fallback in one asset: Create both versions together, with AI generating the SMS variant from the RCS message, and keep them together through review and approval instead of tracking them separately.
Preview before export: See personalized messages in light and dark mode with merge tags resolved, so rendering problems get caught before execution rather than after.
Governance built in: Comment, tag colleagues, run multi-step approvals, and keep version history and a full audit trail — alongside brand voice checks and mobile-specific requirements like character limits, required opt-out language and RCS fields.
Brendan Farnand, co-founder and CCO at Knak
Mobile is the channel customers open first, and it’s usually the one with the least production rigor behind it. Teams spent years building approval chains and brand control into email. Mobile never got that treatment, and RCS is making that hard to ignore. Adding a channel shouldn’t mean adding another process and another tool. A text should clear the same review as everything else you ship.
Felipe Giannazzo, Manager, Product Technology – MarTech at AT&T
When email, SMS and RCS are built for the same journey, they need to be reviewed in the same place. We have to prove an SMS or RCS message will render the way creative intended before it goes to execution, and that usually means test sends and manual validation across a pile of devices. Having that content sit alongside our email pipeline in Knak takes the manual work out of it.
Ray Sharma is an Industry Analyst and Editor at The Fast Mode. He has over 15 years of experience in mobile broadband technologies and solutions, conducting research and analysis on various technology segments and producing articles and write-ups on the latest developments within the sector. He is also in charge of social media engagement and industry liaisons.
Follow him on LinkedIn or Facebook. He can be reached at [email protected]
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