RCS Faces Critical Period for Growth in Messaging Technology
According to the GSMA, the next six to twelve months are crucial for RCS to cement its status in the evolving landscape of messaging. The outcome will determine if RCS becomes a leader in AI-driven conversations or falls behind its competitors.
This warning comes as RCS experience gains traction in popularity. However, the concern lies not in the sheer volume of messages sent but in whether those messages can evolve beyond basic notifications in a world where AI is increasingly adept at executing tasks.
In a recent report, GSMA Intelligence stressed that RCS must transition from being primarily a notification platform to facilitating meaningful two-way discussions. Emanuel Kolta, the lead analyst for network innovation and sustainability at GSMA Intelligence, noted the urgency of the situation, highlighting the intense competition from established messaging platforms and evolving AI technologies.
RCS has a true opportunity, but the clock is ticking. The next 6–12 months will determine if RCS leads in conversational messaging or merely keeps pace.
RCS: Widespread Usage, Limited Engagement
Recent figures reveal an intriguing situation: as of early 2026, approximately 3.2 billion RCS messages are sent daily worldwide. However, businesses collectively sent just over 20 billion RCS messages throughout 2025, equating to about 0.4 messages per subscriber each month, in stark contrast to around 15 traditional SMS messages.
While there’s ample opportunity for growth—projecting a 25% increase in RCS adoption in 2026 and a further 38% in 2027 merely connecting more devices won’t sharpen the conversational quality of those interactions.
Picture a scenario where an airline informs passengers about a delayed flight. Instead of merely apologizing for the inconvenience, passengers could inquire about alternative flights, adjust their bookings, and receive an updated itinerary all within the same conversation. This is the future that the GSMA hopes to achieve.
Companies like United Airlines, IHG Hotels & Resorts, and Nespresso are already showcasing richer interactions through RCS for customer support, travel, and shopping. However, platforms like WhatsApp currently offer more immersive conversational experiences, and the rising expectations set by AI assistants mean that failure to adapt could render basic chatbots obsolete before widespread adoption.
Google Messages has faced its own limitations, only allowing scripted responses rather than freeform inquiries in its business chat feature. In response, the GSMA is developing new capabilities for RCS that are intended to support more dynamic conversation styles, including those driven by AI, though specific details and timelines for these features have not yet been disclosed.
Kolta’s warning signals a pressing need for RCS: while it has strong integration with native phone systems, verified business identities, and expanding interoperability, the challenge lies in transforming these advantages into context-aware dialogues that can respond intelligently and fulfill user needs.
If not, RCS risks becoming proficient at sending notifications while meaningful conversations take place on other platforms.
