RCS : The Future of Digital Communication

As digital ecosystems mature globally, Rich Communication Services (RCS) has emerged as a transformative force in business-to-consumer communication. In the GCC, where digital transformation is a top priority, RCS offers not just a technological upgrade but a strategic opportunity to redefine customer engagement. With the integration of Generative AI (GenAI) and Apple’s decision to support Rich Communication Services (RCS) on iOS, aligning with Google’s long-standing backing, RCS is set to revolutionize communication for governments, enterprises, and brands, further driving economic growth, ensuring regulatory compliance, and ensuring secure interaction.

According to a recent white paper issued by Infobip and Omdia, Application-to-Person (A2P) RCS revenue will soar to $4.2 billion by 2029, driven by a compound annual growth rate (CAGR) of 68%. With the GCC’s digital-first economies and smartphone penetration rates exceeding 96% in countries like the UAE as of 2023—the region is perfectly positioned to capitalise on this growth.

RCS allows enterprises and government entities to create richer, more interactive messages. Unlike SMS, which is limited to static text, RCS enables dynamic content such as carousels, videos, and actionable buttons. This capability aligns perfectly with the GCC’s ambitious digital strategies, such as UAE Vision 2031 and Saudi Vision 2030, which prioritise innovation, citizen engagement, and economic diversification. By enabling richer, more interactive messaging RCS drives higher engagement and conversion rates, helping businesses better connect with their audiences. Moreover, RCS consolidates multiple communication tools into a unified platform, reducing operational costs. For Small and Medium Enterprises (SMEs) in the GCC, this represents a strategic advantage. RCS allows SMEs to engage customers in a way that was once only possible for larger enterprises with bigger budgets.

Unlocking Rich Communication Services for Seamless Communication

RCS adoption

For years, RCS adoption was hindered by fragmented support across platforms, particularly the lack of integration on Apple devices. This changed in 2023 when Apple announced its support for RCS on iOS 18, marking a significant milestone for the technology. With Apple and Google now aligned, RCS achieves universality, enabling seamless communication across 2.5 billion monthly active users as of 2024, bridging the gap between Android and iOS ecosystems.

This development presents significant implications for the GCC. Consumers can now access advanced RCS features, including verified sender identity, media-rich messages, and seamless two-way interactions without platform constraints. For enterprises, this means the ability reach their entire customer base through a unified channel, eliminating the complexities of fragmented communication strategies. The collaboration between Google and Apple positions RCS as a true successor to SMS and a superior alternative to over-the-top (OTT) messaging apps, providing a robust foundation for innovation and sustainable growth.

GenAI-Powered RCS: Supercharging RCS for Customer Engagement

The Role of Generative AI (GenAI) in RCS

The integration of GenAI into RCS can be a game-changer for personalised communication. GenAI enables the creation of highly tailored content that adapts to user preferences and behavior in real time. According to a 2024 McKinsey Global Survey, 65% of respondents report that their organisations are regularly using GenAI. Retailers can leverage GenAI to analyse customer browsing history and abandoned carts, delivering personalised discounts and offers directly through RCS.

Additionally, GenAI-powered chatbots engage customers in conversational interactions that feel natural and intuitive. These bots can handle complex queries, recommend products, and even complete transactions, all within the RCS interface. In fact, 58% of business leaders believe AI chatbots will be the most impactful AI-driven personalisation technology over the next five years

Beyond engagement, GenAI proactively addresses customer needs by sending flight updates or troubleshooting messages, timely reminders, ensuring a smooth and hassle-free user experience. With GenAI, RCS transforms into a dynamic tool for enterprises enabling hyper-personalised, efficient, and secure customer interactions.

Driving Secure Communications in the GCC with Rich Communication Services (RCS)

The GCC places a strong emphasis on regulatory compliance and cybersecurity, and RCS aligns seamlessly with these regional priorities. Each RCS message includes a verified sender badge, instilling confidence among users in the authenticity of the communication – an invaluable feature for government entities and financial institutions where trust is paramount.

RCS also addresses the current gaps of SMS  security global concerns through advanced authentication features, such as verified senders and read receipts, which build trust and transparency into the communication process. As end-to-end encryption (E2EE) becomes a standard feature, RCS’s security profile will further strengthen. GenAI can also support in enhancing security, allowing organisations to monitor message patterns, detect anomalies and intercept fraudulent activities in real time. These features make RCS an ideal choice for secure communication, particularly in sensitive sectors such as government and finance.

The Role of RCS in Secure Financial Transactions

Unlike OTT messaging apps, RCS operates within the regulated telecom ecosystem, ensuring full compliance with domestic regulations, including lawful interception requirements. This creates a secure channel for sensitive communications, particularly in sectors like finance and public services. RCS also enhances data privacy by ensuring that data remains within regulated boundaries, aligning with the region’s data sovereignty laws.

The importance of robust cybersecurity measures in the GCC is underscored by the region's rapidly growing cybersecurity market, at US$1.37 billion in 2024 with a steady growth rate, at an annual compound annual growth rate (CAGR) of 8.34% through 2029.

This significant investment reflects the region's commitment to safeguarding digital infrastructure and underscores the relevance of secure communication platforms like RCS.

By aligning with these regional cybersecurity priorities, RCS offers a compliant and secure communication solution that meets the stringent regulatory standards of the GCC.

Rich Communication Services (RCS) for Smarter Public Services

RCS in Smart City Initiatives Across the GCC

RCS presents a powerful opportunity for governments in the GCC to enhance public communication and deliver user-friendly services. During emergencies—such as natural disasters or public health crises—RCS can serve as a reliable tool for real-time, verified notifications, ensuring critical information reaches citizens promptly and accurately.

Beyond emergency communication, RCS can streamline e-government services by enabling citizens to schedule appointments, make payments, and access key services directly within a secure, interactive messaging platform. This improves accessibility, efficiency, and overall user satisfaction.

Rich Communication Services (RCS) can also drive smart city initiatives across major GCC cities like Abu Dhabi, Dubai, and Riyadh. By delivering personalised updates on public transportation, community events, and urban development projects, RCS creates a dynamic communication channel that fosters citizen engagement and strengthens trust in government services.

As a secure, user-centric, and scalable solution, RCS empowers governments to transform citizen interactions, improve service delivery, and advance regional digital innovation goals.

The Next Frontier of Communications in the GCC

The GCC stands at the threshold of a transformative digital era, with Rich Communication Services (RCS) paving the way for smarter, secure, and more personalised communication. By integrating GenAI and leveraging the collaborative efforts of Google and Apple, RCS offers a powerful platform to drive innovation, build trust, and unlock economic growth across the region.

To realise this potential, regulators must prioritise policies that promote Rich Communication Services (RCS) adoption while upholding stringent security and compliance standards. Telecom operators can play a leading role by adopting RCS for their own operations, showcasing its capabilities to inspire confidence among enterprises. At the same time, brands and businesses must explore RCS’s advanced features—such as interactive, media-rich messaging and GenAI-driven personalisation—to deepen customer engagement and foster lasting loyalty.

RCS and AI Are Shaping the Future of Communication

The convergence of RCS, GenAI, and cross-platform compatibility positions the GCC as a global leader in the digital communication revolution. Far beyond a messaging upgrade, RCS serves as the cornerstone of a connected, secure, and innovation-driven digital ecosystem. The time to act is now—by championing Rich Communication Services (RCS) , the GCC can set new benchmarks for interactive and transformative communication, creating a future defined by connectivity, security, and unparalleled growth.

Read the full article in Arabic on Arabian Business