With more than 75% of South African consumers already using smartphones for shopping, mobile now sits at the centre of how people browse, engage, and buy. At the same time, conversational messaging adoption is gaining momentum across Africa as customers increasingly expect seamless, real-time interactions with brands. This shift highlights the need for a mobile-native channel that reduces the need for app downloads, eases app fatigue, and provides a secure, trusted space for engagement.
Rich Communication Services (RCS), a next-generation mobile messaging standard, is emerging as a key enabler in retail messaging strategies, complementing traditional SMS, and messaging apps while integrating seamlessly across platforms. It is not simply an alternative to existing channels but a critical component of a flexible, cross-channel customer engagement strategy.
RCS makes communication more dynamic and engaging through interactive features such as video, audio, clickable buttons, typing indicators, and customizable business profiles. Because it runs in the native messaging inbox, users don’t need to download anything new. Compared to traditional SMS, RCS delivers a media-rich experience – similar to WhatsApp – without requiring a separate app.
While not yet commercially launched in South Africa, RCS has seen strong adoption in regions such as Europe, North America, Brazil, India, and APAC, positioning it as a catalyst for changing how brands in Africa engage with their customers.
Currently, RCS is in a proof-of-concept (POC) phase locally, reaching a limited audience through pilot campaigns. Yet, as Omdia expects RCS to become one of the world’s biggest business messaging platforms, with global A2P revenue expected to reach $4.2 billion by 2029 at a 68% CAGR, many leading brands have already begun piloting the service for their marketing campaigns, capitalising on its advantages.
Fuelling the uptake is Apple’s latest iOS 18 update, which enables RCS on iPhones in several regions. However, local carriers have not yet activated RCS for commercial use.
Although SMS remains essential, especially in markets with uneven digital access, RCS builds on SMS’s foundation by adding interactivity and enhanced security. This makes it a valuable channel for brands aiming to tailor outreach strategies to varying levels of connectivity. Early pilots in Southern Africa have already shown how this capability translates into meaningful customer experiences.
Seeking alternatives to monopolised channels
If widely adopted by local carriers, RCS would complement SMS by providing retailers and e-commerce brands with a secure, interactive, and measurable messaging channel. When used through messaging platforms that manage RCS integration and routing, RCS can automatically fall back to SMS or other apps if a customer’s device or network doesn’t support it, ensuring delivery even in areas with uneven connectivity.
Because RCS integrates directly into the default messaging inbox, customers receive messages in a familiar environment at the right moment, without needing extra downloads. It also uses minimal mobile data, helping maintain connectivity in areas with limited internet access.
Verified branded IDs build trust and security, while features such as product carousels, interactive menus and multimedia storytelling enhance messaging beyond one-way alerts to richer, two-way conversations.
RCS can also automate two-way engagement for customer service, promotions and transactional updates, while providing actionable insights through delivery, engagement and conversion metrics.
Forward-thinking brands are already testing RCS alongside traditional channels to boost engagement, increase conversion rates, enhance customer experiences, and ease pressure on call centres through automated communication.
Industry studies and Infobip’s data indicate that traffic and engagement metrics underscore the potential of RCS in retail. During peak events such as Black Friday, global messaging platforms have seen interaction volumes surge by up to 277%. Open rates for RCS messages can reach 72%, with click-through rates typically between 15% and 30%, and in exceptional cases up to 51%. RCS journeys can also improve cost efficiency, with some campaigns seeing cost per click up to 14 times lower than SMS and significantly fewer messages needed to achieve the same conversions. Rich media formats further boost performance, with RCS messages achieving up to 10 times higher engagement than SMS and being far more likely to be read than emails.
A fresh alternative to the status quo
RCS represents more than a technical upgrade; it offers retailers and e-commerce players a new way to shape customer journeys, personalise outreach and regain more control over their engagement strategies. As the ecosystem matures, RCS has the potential to become a key pillar in South Africa’s mobile customer experience mix, complementing established channels with a richer, more interactive messaging layer.
For example, a fashion brand could use RCS carousels to send personalised lookbooks featuring items tailored to a shopper’s preferences, complete with “Buy Now” or “Share with a Friend” options. Similarly, a supermarket chain could share personalised grocery deals, recipes, or digital coupons, aligning with the growing trend of app-based and online shopping services already available in the market.
Adoption will be an ongoing process that requires phased implementation, strategic channel management, rigorous testing, clear user communication, and continuous performance tracking. Retailers should start small with experienced partners and take a flexible, cross-channel approach that complements existing platforms rather than replacing them.
Consumer awareness and trust
Despite early adoption challenges, RCS can introduce a more trust-driven approach to customer communication, giving retailers a differentiated channel to connect with consumers. With the right strategy, retailers can unlock its full potential while managing risks and investments, positioning themselves as leaders in mobile engagement innovation.
Once mobile carriers formalise agreements with Google to launch RCS commercially in South Africa, retail and e-commerce adoption is likely to accelerate, supported by increased telco investment. As mobile network operators recognise RCS’s business potential, their support will further enhance accessibility.
Ultimately, RCS will not replace SMS but will work alongside it, empowering retailers to deliver richer, more trusted and human-centric communication. For South African retailers willing to invest early, RCS offers a clear competitive advantage, drawing on global momentum, proven engagement metrics, and a robust fallback strategy to navigate connectivity challenges.
