For context, RCS (Rich Communication Services) is the mobile messaging protocol that enhances traditional SMS by enabling richer interactions such as images, buttons, and other interactive features. RCS for Business is the business-to-customer application of this protocol, allowing companies to create dynamic, rich-media experiences directly within the customer’s messaging app.

Why the name matters

The rebrand addresses a long-standing source of confusion in the messaging ecosystem. RBM, the previously used acronym for RCS Business Messaging, is also used to refer to Rich Business Messaging. The problem? Rich Business Messaging has been understood as a broader descriptor that includes RCS for Business and other over-the-top (OTT) platforms, such as WhatsApp for Business.

Without context, the overlapping acronyms created ambiguity. Adding to the confusion, brands often used RCS and RBM interchangeably, which is technically incorrect. RCS is the communication protocol that enhances person-to-person (P2P) messaging, while RCS for Business is the application-to-person  (A2P) implementation of the same technology for business communications with customers.

To clarify the meaning of terms:

• RCS: The foundational Rich Communication Services protocol for enhanced P2P messaging.
• RCS for Business (formerly RBM): The official implementation of RCS for business messaging, enabling interactive, branded, and rich messaging directly with customers.
• Rich Business Messaging (RBM): The umbrella term covering all advanced business messaging platforms, including RCS for Business, WhatsApp, and other OTT apps.

By simplifying the naming, Google removes a key barrier to understanding the promotion of RCS as a business messaging channel. It makes it easier for messaging providers to talk about the technology with clarity within the provision of omnichannel or Communications Platform as a Service solution. The renaming provides channel clarity within the fast-paced mobile messaging market.

What this means for businesses

Google’s announcement confirms that there are no technical changes, this is only a change in naming protocol for the channel. APIs, endpoints, and integrations remain unaffected. Existing services will continue to run without interruption.

The only immediate action for businesses is to begin adopting the new name. This includes updating external communications, marketing materials, sales collateral, and customer-facing campaigns to reflect “RCS for Business”. Google also recommends using the full name consistently and avoiding unofficial acronyms

You’ll see we’ll be using RCS for Business going forward on our website and the earlier instance of RCS Business Messaging will be phased out and content updated to the new nomenclature.

Are you ready to unlock a richer mobile experience for your customers with RCS for Business?

Visit our our RCS Business Messaging page to discover more about how Kero can support your rich business messaging campaigns.