"Marketing happens to be, at this stage, the largest use case of RCS, and a big success story for RCS," said Inderpal Singh Mumick, CEO of Dotgo, a company that bills itself as the world's largest RCS business messaging hub.
"RBM is not yet supported among major U.S. carriers at this time including AT&T and T-Mobile, though that is expected to change in the coming months," according to Alex Campbell, co-founder and chief innovation officer at mobile engagement platform Vibes.
Though Apple's support of RCS is new, the capability itself is over a decade old. The RCS standard allows for greater media-sharing capabilities and stronger communication functionality.
However, because Apple for years had rejected the standard to instead promote iMessage, an RCS message sent to an iPhone would previously default to SMS format and be displayed with a green text bubble.
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