RCS Messaging: The New Application Development Platform | nativeMsg
RCS (Rich Communication Services) is the next evolution of SMS/MMS services on the mobile device. Essentially, RCS brings features of advanced, rich messaging to the native SMS inbox. All the cool buttons, carousels and widgets you see in over-the-top messaging apps like Facebook Messenger, Telegram and WhatsApp will soon be available in the native SMS inbox on your phone. One caveat to date, RCS is only supported natively on Android devices – Apple/iOS has not yet publicly announced support for it. 
The upgrade from SMS/MMS to RCS is not a slight one and that makes this even more compelling. You have the most used channel by volume globally upgrading from command line text to a rich graphical interface in the year 2019 and beyond. Here are some of the features you will see with RCS: the verified sender giving improved customer peace of mind; branding with name, logo and color; rich media with images, videos, and GIFS; true metrics supplying read receipts and other advanced analytics ; QR codes for tickets, tracking, and redemptions; suggested replies giving customized reply buttons; suggested actions with URL, map, calendar, or dialer functionality (GSMA).
RCS Business Messaging | Google Developers
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