Twilio has announced the general availability of Rich Communication Services (RCS) messaging for business users worldwide.
This development allows brands using Twilio’s services to send branded, verified messages with interactive features to customers on compatible mobile devices. With the rollout, over 349,000 Twilio customer accounts can now access RCS via the company’s Programmable Messaging and Verify APIs, with existing customers able to upgrade without making code changes and new clients able to implement both SMS and RCS through a single platform integration.
The RCS functionality includes branded messaging, which automatically upgrades basic SMS messages up to 160 characters to RCS on devices where it is supported, at no additional cost. These messages feature business logos, taglines, and trusted sender verification provided by Google. Other features include interactive call-to-action buttons, carousels, location sharing, and support for rich media content, aimed at boosting engagement and driving conversion rates. Clients can manage configurations through the Twilio Console, which automates carrier management and, where RCS is not available, automatically falls back to SMS to ensure continuous message delivery.
Inbal Shani, Chief Product Officer and Head of R&D at Twilio, said:
Security and trust have become key concerns in business messaging due to increasing instances of fraud and rising consumer scepticism. According to Twilio’s 2025 State of Customer Engagement Report, 90% of consumers trust at least some brands but only 15% trust brands absolutely with their data. Personalisation in real time is highly valued, with 88% of customers more likely to buy when engagement is personalised on the spot, yet only 44% of brands report achieving this standard.
RCS, supported by verified branding and trust badges, is designed to address these issues, particularly in areas such as transactional communications, marketing campaigns with media content, and service interactions requiring rapid replies. A recent Futurum Research study cited by Twilio suggests that businesses using RCS have seen a 32% increase in customer engagement and conversion rates when compared to traditional SMS.
The platform manages the overall carrier registration and onboarding process, handles device capability checks, and ensures SMS fallback, aiming to provide reliable message delivery at scale for businesses across industries. Existing Twilio Messaging clients can add RCS as an additional channel with their current APIs, while new customers can use both RCS and SMS via a single integration.
Adam Holtby, Principal Analyst at Omdia, said:
Following Apple's adoption of RCS support on iPhones starting with iOS 18.2, Twilio’s RCS messaging is now available across more than 20 countries and 55 carriers. This expanded coverage means RCS can now reach users across the two major mobile platforms. Companies such as Nova Gestões in Latin America and Fresha in Europe are among the early adopters employing RCS to enhance their customer communications.
Steve Brough, Global GTM Head for RCS for Business at Google, commented:
Jeremy Miller, Head of Product at Fresha, said:
Terence Lai, Vice President of Digitalisation, Products and Partnerships at Singtel, added:

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