세계의 리치 커뮤니케이션 서비스(RCS) 시장 평가 : 용도별, 최종사용자별, 기업 규모별, 최종 용도 산업별, 지역별, 기회, 예측(2018-2032년)

Global rich communication services (RCS) market is projected to witness a CAGR of 22.14% during the forecast period 2025-2032, growing from USD 2.58 billion in 2024 to USD 12.78 billion in 2032. The global rich communication services (RCS) market is rapidly expanding as businesses seek more engaging and secure ways to connect with consumers. Backed by telecom operators and technology providers, RCS is evolving into a preferred channel for delivering interactive, branded messaging experiences across industries.

Since SMS and MMS legacy are inherited, RCS inherits the carrier-based messaging reach, backed by the capabilities of modern chat apps, including reading receipts, branded messages, multimedia sharing, carousels, and verified sender identity, all within the native messaging app. Among the strongest push factors for this transformation are the rapid deployment of 5G technology and mobile devices, as well as pressure from telcos and technology giants to incorporate RCS into Android platforms. Additionally, RCS is emerging as a key player in business-to-consumer (B2C) communication, particularly in retail, banking, travel, and healthcare. RCS enables businesses to send rich, context-aware, AI-driven messages that engage open, drive response rates, and conversion rates higher than SMS. With increased emphasis on data privacy, conversational commerce, and automation, RCS will power digital communication strategies globally. With greater telecom operators shifting to the GSMA Universal Profile and companies investing in CPaaS (Communications Platform as a Service) integrations, the RCS market is expected to experience long-term traction, making it an absolute medium for next-gen communication ecosystems.

Growing Demand for Enhanced Customer Engagement and Brand Communication Drives Market Growth

The global rich communication services (RCS) market is advancing aggressively, with the major driver being the growing consumer demand for interactive, real-time, and multimedia-enhanced messaging experiences. The existing SMS lacks the degree of customizability, multimedia enrichment, and brand interaction possibilities. RCS, on the other hand, gives companies the ability to use carousels, video mode, suggested responses, read receipts, and brand features that enable them to make simple texts interactive, two-way conversations. This is increasingly important in business areas such as retail, travel, BFSI, and customer support, where context-aware, real-time messaging greatly enhances interaction, conversion, and customer satisfaction.

For instance, Attentive Mobile Inc. launched its RCS Business Messaging solution in May 2025 at Shoptalk 2025, aiming to reach 2.2 billion active subscribers by 2028, and leveraging AI-powered personalization alongside Verizon, AT&T, and T-Mobile. The move demonstrates the strategic value of RCS within the future of enterprise messaging. Through the adoption of AI to provide personalized customer experience and trail the age-old spectrum of big telecommunication operators, our solution demonstrates how RCS can offer businesses scalable, efficient, and intelligent communication solutions. With an increasing number of smartphone vendors and telecommunications carriers natively supporting RCS messaging, businesses are quickly abandoning antiquated SMS for richer, brand-specific experiences. This innovation is revolutionizing the way companies engage with their customers and will continue to make RCS a vital building block component in the future mobile-first wave of customer engagement and marketing campaigns.

Strategic Collaborations and Infrastructure Shifts Among Telecom Giants Propel Market

The other most significant driver of the RCS market growth is the direct interest and infrastructure investment of technology companies and telecom operators in standardizing and scaling RCS services. These companies are replacing legacy SMS infrastructure with ones that are compatible with RCS and forming strategic partnerships to enable higher interoperability and faster worldwide adoption. Telecom operators are embracing cloud-based messaging infrastructure, such as Google's Jibe platform, and smartphone and software vendors are pre-loading RCS-compatible apps to facilitate user adoption. These are necessary to deliver a seamless and universally available messaging experience that is critical to RCS mass-market scalability.

One example is America's top carrier, AT&T Inc., which made the switch from its proprietary internal backend to Google's Jibe platform in June 2023. As a result, AT&T set Messages by Google as its default RCS messaging client across its Android user base, resolving years of messaging delivery and interoperability issues. This move further broadens customer experience and yet points toward an even larger industry shift toward adopting a shared, cloud-based RCS infrastructure for enhanced service assurance. These kinds of steps are making mass RCS deployment a reality, ensuring messaging quality is equal across networks, and enabling firms to invest in RCS-based customer experience platforms with confidence.

Retail and E-commerce Segment Dominates the Global Rich Communication Services Market

The retail and E-commerce segment holds the largest market share in the international RCS market due to the industry's need for more personalized, interactive, and conversion-driven customer communication. In comparison to SMS, RCS enables retailers to engage with branded multimedia messages, product carousels, real-time information, and proposed responses, providing an app-like experience within the messaging interface. Not only does it encourage increased click-throughs, but it also boosts customer satisfaction and loyalty. The rising adoption of digital commerce, mobile-first consumer journeys, and the increasing relevance of direct-to-consumer (D2C) strategies have made RCS an essential marketing tool for online retail companies. RCS-based services, such as real-time delivery status updates, cart abandonment alerts, offer campaigns, and customer support interactions, all encourage interaction throughout the funnel.

For example, in May 2024, Mumbai digital marketing firm Troika Tech Services launched RCS Chat and WhatsApp Business API services to transform the way retail and e-commerce brands communicate with their customers. The development reflects an increased appetite towards more dynamic, richer mobile communication platforms optimized for high-volume customer interaction. As companies are increasingly keen on improving user interaction and enriching transactional discussion through messaging, retail and e-commerce are likely to continue holding sway in the RCS arena for the next few years.

North America Leads the Global Rich Communication Services Market

North America is at the forefront of the global Rich Communication Services (RCS) market due to its mature telephony infrastructure, rapid 5G rollouts, and high smartphone penetration. Companies in various industries in the U.S. and Canada are quickly adopting RCS to phase out legacy SMS platforms with rich, multimedia-rich messaging experiences. The region's focus on customer interaction and engagement through digital communication has positioned it at the forefront of RCS growth. The complete involvement of key leading telecom giants, such as AT&T, Verizon, and T-Mobile, in supporting and building RCS business messaging further solidifies their regional dominance. These carriers are investing in interoperability and standardized APIs to enable RCS to reach businesses at scale for B2C communication, particularly brands, for higher engagement and conversion.

A notable advance occurred in June 2024, when Application-to-Person (A2P) RCS rolled out in North America by Infobip, a global cloud communications platform. The move enabled businesses on the continent to send interactive, branded messages directly to customers, stimulating customer experience and response rates. Rising enterprise demand, supported by robust telecom infrastructure, is expected to maintain North America's position as the market leader in RCS during the forecast period.

Impact of U.S. Tariffs on Global Rich Communication Services (RCS) Market

U.S. tariffs have had a significant influence on the global rich communication services (RCS) market, albeit restricted, in some markets. Although RCS is a software-based service that relies on the internet and telecommunications infrastructure, tariffs on imported telecommunications equipment, smartphones, and cloud-related hardware can indirectly influence deployment costs. These added expenses can hinder infrastructure upgrades required for the mass adoption of RCS, particularly among emerging economies that rely on U.S. based technologies or components. Additionally, geopolitical tensions stemming from tariffs can lead to caution in global partnerships, impacting cross-border collaborations within the RCS ecosystem. The software-oriented nature of RCS, however, enables most businesses to mitigate the impact of tariffs by utilizing local cloud services and regional infrastructure. Overall, although U.S. tariffs have not significantly hindered RCS growth, they are an item to watch, especially for equipment-dependent elements of service delivery.

Key Players Landscape and Outlook

The global RCS market is diversified, with both telecommunication majors worldwide, technology giants, and messaging platform operators continually influencing the competitive landscape. The rivals are looking forward to enhancing their services, forming strategic alliances, and implementing AI capabilities to offer personalized customer engagement and establish a distinct market niche. Major industry stakeholders, including Google LLC, AT&T Inc., Vodafone GmbH, Samsung Electronics Co., Ltd., and Infobip Ltd., lead the RCS ecosystem in innovation. For example, in October 2024, Sinch AB partnered with Singtel to bring Singapore's first RCS Business Messaging service to life. This expansion builds Sinch's CPaaS (Communications Platform as a Service) prowess in the Asia-Pacific and strengthens its foothold in high-growth markets. The alliance is an emerging trend of top players investing in local expansion and sophisticated messaging solutions geared towards business customers. In the long run, the market is expected to witness rapid consolidation, with major players acquiring regional players to expand their reach and capabilities.

At the same time, AI- and API-powered innovations would drive competition in providing end-user personalized, rich media content. As RCS, in conjunction with e-commerce, digital payments, and marketing automation capabilities, constitutes a must-have asset for brands seeking to enhance interaction and conversion rates, it becomes essential that marketers put RCS-based offerings at the forefront. For businesses and consumers considering this space, it is crucial to select partners that provide scalable, secure, and interoperable RCS solutions, which are future-proof and aligned with evolving consumer communication behaviors.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase

6. Global Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Applications
    • 6.2.1.1. Advertising Campaign
    • 6.2.1.2. Content Delivery
    • 6.2.1.3. Integrated Solutions
  • 6.2.2. By End-user
    • 6.2.2.1. Consumers
    • 6.2.2.2. Enterprises
  • 6.2.3. By Enterprise Size
    • 6.2.3.1. Small and Medium Enterprises (SMEs)
    • 6.2.3.2. Large Enterprises
  • 6.2.4. By End-user Industry
    • 6.2.4.1. BFSI
    • 6.2.4.2. Telecom and IT
    • 6.2.4.3. Media and Entertainment
    • 6.2.4.4. Tourism and Logistics
    • 6.2.4.5. Retail and E-commerce
    • 6.2.4.6. Healthcare
    • 6.2.4.7. Others
  • 6.2.5. By Region
    • 6.2.5.1. North America
    • 6.2.5.2. Europe
    • 6.2.5.3. Asia-Pacific
    • 6.2.5.4. South America
    • 6.2.5.5. Middle East and Africa
  • 6.2.6. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
• 6.3. Market Map Analysis, 2024
  • 6.3.1. By Applications
  • 6.3.2. By End-user
  • 6.3.3. By Enterprise Size
  • 6.3.4. By End-user Industry
  • 6.3.5. By Region

7. North America Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 7.1. Market Size Analysis & Forecast
  • 7.1.1. By Value
• 7.2. Market Share Analysis & Forecast
  • 7.2.1. By Applications
    • 7.2.1.1. Advertising Campaign
    • 7.2.1.2. Content Delivery
    • 7.2.1.3. Integrated Solutions
  • 7.2.2. By End-user
    • 7.2.2.1. Consumers
    • 7.2.2.2. Enterprises
  • 7.2.3. By Enterprise Size
    • 7.2.3.1. Small and Medium Enterprises (SMEs)
    • 7.2.3.2. Large Enterprises
  • 7.2.4. By End-user Industry
    • 7.2.4.1. BFSI
    • 7.2.4.2. Telecom and IT
    • 7.2.4.3. Media and Entertainment
    • 7.2.4.4. Tourism and Logistics
    • 7.2.4.5. Retail and E-commerce
    • 7.2.4.6. Healthcare
    • 7.2.4.7. Others
  • 7.2.5. By Country
    • 7.2.5.1. United States
    • 7.2.5.2. Canada
    • 7.2.5.3. Mexico
• 7.3. Country Market Assessment
  • 7.3.1. United States Rich Communication Services (RCS) Market Outlook, 2018-2032F
    • 7.3.1.1. Market Size Analysis & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share Analysis & Forecast
      • 7.3.1.2.1. By Applications
        • 7.3.1.2.1.1. Advertising Campaign
        • 7.3.1.2.1.2. Content Delivery
        • 7.3.1.2.1.3. Integrated Solutions
      • 7.3.1.2.2. By End-user
        • 7.3.1.2.2.1. Consumers
        • 7.3.1.2.2.2. Enterprises
      • 7.3.1.2.3. By Enterprise Size
        • 7.3.1.2.3.1. Small and Medium Enterprises (SMEs)
        • 7.3.1.2.3.2. Large Enterprises
      • 7.3.1.2.4. By End-user Industry
        • 7.3.1.2.4.1. BFSI
        • 7.3.1.2.4.2. Telecom and IT
        • 7.3.1.2.4.3. Media and Entertainment
        • 7.3.1.2.4.4. Tourism and Logistics
        • 7.3.1.2.4.5. Retail and E-commerce
        • 7.3.1.2.4.6. Healthcare
        • 7.3.1.2.4.7. Others

All segments will be provided for all regions and countries covered

8. Europe Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 8.1. Germany
• 8.2. France
• 8.3. Italy
• 8.4. United Kingdom
• 8.5. Russia
• 8.6. Netherlands
• 8.7. Spain
• 8.8. Turkey
• 8.9. Poland

9. Asia-Pacific Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 9.1. India
• 9.2. China
• 9.3. Japan
• 9.4. Australia
• 9.5. Vietnam
• 9.6. South Korea
• 9.7. Indonesia
• 9.8. Philippines

10. South America Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 10.1. Brazil
• 10.2. Argentina

11. Middle East and Africa Rich Communication Services (RCS) Market Outlook, 2018-2032F

• 11.1. Saudi Arabia
• 11.2. UAE
• 11.3. South Africa

12. Porter's Five Forces Analysis

13. PESTLE Analysis

14. Market Dynamics

• 14.1. Market Drivers
• 14.2. Market Challenges

15. Market Trends and Developments

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. AT&T Inc.
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products/Services Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 17.3.2. Vodafone Group Plc
  • 17.3.3. Deutsche Telekom AG
  • 17.3.4. Google LLC
  • 17.3.5. Verizon Communications Inc.
  • 17.3.6. Telefonica, S.A.
  • 17.3.7. Orange S.A.
  • 17.3.8. China Mobile Limited
  • 17.3.9. KDDI Corporation
  • 17.3.10. Slovak Telekom, a.s.

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer