Big news for RCS message marketing, as late last month the GSMA announced the availability of the Universal Profile Version 2.0 for Advanced RCS Messaging. This release by the GSMA introduces the needed components for Messaging as a Platform (MaaP), which includes support for Application-to-Person (A2P) messaging, Rich Cards, privacy control and spam protection. This is a big deal, as the GSMA estimated that A2P business RCS messaging will be worth an estimated $74 billion by 2021.
What is RCS messaging? RCS messaging stands for “Rich Communication Services”, and is a communication protocol that is built right into the native Android Messages chat app. RCS messaging is going to be extremely beneficial, as it’s going to allow businesses to develop more enhanced mobile messaging campaigns. Interested in learning more about business RCS messaging, and the impact it will have on mobile marketing, watch this video, or read this blog post.
This is the second version of the Universal Profile for Advanced RCS Messaging, with the first version being released in November 2016. The first version of the Universal Profile for Advanced RCS Messaging, laid the groundwork for version 2, as it created the core RCS messaging features such as chat, group chat, file transfer, audio messaging, video share, enriched calling, location share and live sketching.
The Universal Profile for Advanced RCS Messaging already has support from 47 wireless networks, servicing 4.7 billion wireless subscribers globally, 11 wireless handset manufacturers, and 2 mobile operating systems. Below are the names of all the
Wireless Operators
- AIS
- América Móvil
- AT&T
- Axiata Group
- Beeline
- Bell Mobility
- Bharti Airtel
- China Mobile
- China Telecom
- China Unicom
- Claro Brazil
- Claro Colombia
- Deutsche Telekom
- Etisalat
- Globe Telecom
- Indosat Ooredoo
- KPN
- M1
- Megafon
- Millicom
- MTN, MTS
- Optus
- Orange
- Personal Argentina
- Personal Paraguay
- PLAY
- Reliance Jio
- Rogers Communications
- Singtel
- Smart Communications
- Sprint
- StarHub
- Telcel Mexico
- Tele2
- Telefónica
- Telenor Group
- Telia Company
- Telkomsel
- Telstra
- Telus
- TIM
- T-Mobile US
- Turkcell
- Verizon
- VimpelCom
- Vodafone
Wireless Handset Manufacturers
- Alcatel
- ASUS
- Huawei
- General Mobile
- HTC
- Intex Technologies
- Lava International Ltd.
- LG Electronics
- Lenovo/Motorola
- Samsung Electronics
- ZTE
Mobile Operating Systems
- Microsoft
If you’re interested in reading the entire GSMA Universal Profile Version 2.0 for Advanced RCS Messaging, all 263 pages, you can view the document on the GSMA website here. A table of contents is included below for your reference.
- RCS Introduction
- RCS Device Provisioning
- RCS Capability Discovery and Service Availability
- RCS Operator Messaging
- RCS 1-1 Messaging
- RCS Group Chat
- RCS File Transfer
- RCS Audio Messaging
- RCS Messaging for Multi-Device
- RCS Green Button Promise for Voice
- RCS Green Button Promise for IP Video Call Services
- RCS Enriched Voice Calling
- rcsVVM Service
- RCS APIs
- RCS Messaging as a Platform: Chatbots and Plugins
- RCS Security against Malware
- RCS Data Off
- RCS Settings
- RCS Multi Device Voice and Video
