RCS is evolving into the next generation marketing channel for MNOs and advertisers,

Rich mobile messaging allows mobile operators and advertisers to engage consumers with useful, media-rich interactions that can be measured and optimized for maximum conversions.

MNOs are uniquely positioned to use RCS potential

RCS performance statistics

RCS performance statistics

London, Rio de Janeiro, Athens, May 19, 2022 – RCS (Rich Communication Services) Messaging will be responsible for the growing proportion of global mobile operator revenue and is expected to become an important channel for advertisers as they seek to enhance direct-consumer interaction and their first-party databases. This is according to a new white paper, “Unlocking Multi-Channel Marketing with RCS”, published by mobile marketing automation experts Upstream, which explores the rise of rich mobile messaging as an important part of the digital marketing mix.

RCS messaging allows MNOs and advertisers to create highly targeted media-rich messages that can be widely personalized to engage and convert users. Performance metrics, including open-rate and message interactions, can also be used to help advertisers optimize their content for maximum impact.

‚ÄúListeners today have come to expect very fragmented and personalized communication. There is currently no single communication channel that effectively meets all of these needs, so marketers have had to adapt using a mix of different channels to maximize engagement. RCS brings unique value to any multi-channel mix, combining the rich media capabilities of digital channels with hyper-personalized engagement in the SMS world. The use of marketing for the channel can only be limited by imagination, “said Costas Castanis, deputy CEO of Upstream.

Upstream data suggests that RCS is already becoming an important tool to help advertisers connect with users on a personal level, with a click-through rate (CTR) of up to 22.2%.[1] And a 37% conversion rate increase[2] Traditional SMS campaigns are carried out across various industries.

Since 2020[3] And its global rollout from the Google Messages app, RCS is gaining significant traction and the number of RCS-enabled subscribers is expected to reach 3.8 billion by 2026.[4].

This emerging trend towards rich mobile messaging comes when third party cookies, once the cornerstone of digital marketing, will be permanently retired. Advertisers who cannot tap into third-party cookies as a means to reach a wider audience through a broad but often superficial marketing campaign will instead focus on creating a compelling and highly personalized experience to increase their first-party customer base.

Compatible with MSISDN (Mobile Subscriber Integrated Services Digital Number), each user’s unique mobile number allows RCS mobile operators to verify customer identities, making it easy to deliver targeted and personalized messages. Global MNO revenue from RCS is expected to reach $ 4.6 billion in 2026[5].

“It’s time for mobile operators to capitalize on and play a leading role in the development of the digital advertising ecosystem,” Castanis said. They are uniquely positioned to do so through their millions of subscriber-base and “proprietary” channels such as RCS and SMS. Using technology platforms that allow them to effectively run multichannel campaigns – and in numbers – is a step towards that goal, and will help increase revenue in the years to come. “

Upstream is one of Google’s official messaging partners that enables RCS, and is recognized by GSMA as one of the key players in the RCS ecosystem.[6]. In Brazil, one of the leading RCS markets in the world, Upstream is the largest RCS sender.

[1] Upstream Martek platform data. Increase, campaign for food retailers, increase web traffic
[2] Upstream Martek platform data. Increase, Campaign for MNO, Pay Plan Migration / Upgrade
[3] Techradar, “Google Releases RCS Messaging Worldwide”, November 2020
[4] Juniper, “RCS vs. OTT: Why 2022 is an Important Year”, February 2022
[5] Juniper, “RCS vs. OTT: Why 2022 is an Important Year”, February 2022
[6] GSMA Future Networks, “The RCS Ecosystem”, accessed 20.4.2022.


About upstream
Upstream is a leading technology company in the field of mobile marketing in the world’s most important emerging market. Its mobile marketing automation platform, GRO, combines the innovation of multi-channel digital communications with its unique, marketing automation and data, protection from online advertising fraud and the creation of a personalized experience for end consumers. With over 4,000 successful mobile marketing campaigns, Upstream Team helps its customers, leading brands around the world, communicate more effectively with their customers, increase digital sales and increase their revenue. Upstream Solutions targets 1.2 billion customers in more than 45 countries in Latin America, Africa, the Middle East and Southeast Asia.

Please contact for details:
Chevan Ceresinhe
Sonus PR for upstream
E: [email protected]
P: +44 20 3751 0330

Sophia Marino
Upstream Corporate Communications
E: [email protected]
[email protected]
P: +30210 6618532

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