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Rich Business Messaging Channels

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Rich Business Messaging is a term used to describe the evolution of mobile communications between businesses and their contacts using channels that supports text and rich media engagements. The channels are, for example, RCS Business Messaging and the WhatsApp Business API. Rich Business Messaging does not describe SMS messaging, which is text-based communications only, although Rich Business Messaging may use SMS fallback. 

SMS, RCS and WhatsApp are all channels that deliver messages to mobile devices, but they differ significantly in terms of features, reach and functionality. Below is a brief comparison of these three mobile messaging channels as used for business communications.

Key features SMS  Messaging RCS  Business Messaging WhatsApp Business API 
Messages
Text messages limited to 160 characters. Can include URL links.
Rich media (images and video) and interactive elements.
Rich media (images and video) and interactive elements.
Sender ID
Alphanumeric. Usually a long number. Branded text sender ID only available in some countries.
Verified sender ID, with brand logo.
Verified sender ID, with brand logo.
Reach
Global.
Expanding adoption in several mature markets. Widely available on Android devices that are RCS-enabled. Apple is currently rolling our RCS Business Messaging on iOS devices in some priority markets.
Widely available in most markets where the WhatsApp app is a popular personal messaging channel.
Engagement
High delivery rates, even in areas with poor network coverage.
Good delivery rates, improved click-through rates.
High delivery rates, improved click-through rates.
Infrastructure
Mobile networks.
Mobile networks and IP platform.
IP platform.
Security
Not end-to-end encrypted.
End-to-end encryption.
End-to-end encryption.
Cost
Cost per message sent.
Set up fees, month platform fees, and cost per message sent.
Set up fees, month platform fees, and cost per message sent.
Analytics
Delivery rate reporting.
Delivery rate, read rate and engagement rate reporting.
Delivery rate, read rate and engagement rate reporting.
Target market
SMEs and enterprises.
Growth-orientated SMEs and enterprises.
Enterprises.

The choice between using an SMS, RCS or WhatsApp channel often depends on your mobile messaging strategy and would need to include considerations such as target audience, budget and desired messaging goals. Many businesses use a combination of these channels to maximise their reach and effectiveness.

  • RCS Business Messaging is aimed at engaging customers with rich content, enhancing brand engagement, and improving customer interactions.
  • WhatsApp Business API is best for building strong customer relationships, providing personalised support, and reaching a specific target audience.
  • SMS messaging is ideal for short, urgent messages, notifications, and reaching a wide audience.

Register on www.kero.chat to open an account and select the rich business messaging service or services you wish to use.