Mumbai: Apple is reportedly in discussions with Google to introduce Rich Communication Services (RCS) messaging to Indian mobile users—a development that could reshape the country’s digital marketing and business communication landscape. As the next-generation messaging standard, RCS brings advanced features such as read receipts, real-time typing indicators, and high-resolution media sharing, offering brands new ways to elevate customer engagement.
In a cluttered digital landscape where agencies come and go, Oktobuzz has quietly built a reputation as one of India’s most trusted and effective independent digital partners. Founded in 2013 by Hemal and Neha Majithia, the Mumbai-based agency combines data-led creativity with a deep-rooted client-first philosophy: “When the client wins, we win. When the client grows, we grow.” With a 92.8% client retention rate and a place among the top 15 most effective independent digital agencies in India (Effie Index), Oktobuzz isn’t just delivering campaigns—it’s shaping brand journeys and nurturing business growth, one insight at a time.
A passionate marketer, Hemal speaks on topics about Digital Media Marketing, Company Culture and the Law of Averages. After spending over a decade as a marketer and a social media specialist, Hemal started his entrepreneurial journey as a Founder & Chief OktoMind at OktoBuzz – a 360-degree Digital agency which aims to Create Remarkable Campaigns that work & Train companies to do the same.
Food, Cinema & a Good Book are his vices.
In conversation with Hemal Majithia Founder & Chief OktoMind @OktoBuzz on how India’s growing reliance on SMS and WhatsApp for business communications, this collaboration raises key questions and the how this collaboration will reshape the business and much more…….
How will RCS adoption affect the balance between SMS, WhatsApp, and other messaging platforms in India?
RCS is gradually reshaping the messaging landscape. SMS still dominates for transactional alerts but lacks engagement. WhatsApp leads the space with over 600 million users in India (Statista, 2024), but now with Apple in talks to fully support RCS, the dynamics are shifting. This partnership will create a dent. Brands now can deliver interactive, app-like messages directly within a user’s native messaging app, on both iPhone and Android, making communication seamless and immediate. That opens real possibilities, especially for time-sensitive campaigns in sectors like travel, BFSI, and retail.
What will be the opportunities that RCS will present for brands looking to enhance customer engagement and marketing automation?
RCS enables brands to go beyond plain text, imagine sending a movie ticket with a QR code, a carousel of new arrivals from a fashion brand, or clickable call-to-action buttons in a food delivery promo. It’s especially promising for marketing automation, where brands want to create end-to-end journeys without needing multiple touchpoints. According to the MEF Global Trust Study 2024, 27% of smartphone users in India are already receiving RCS messages from brands, more than double countries like South Africa or France. That number will only grow with iPhone compatibility.
Will telecom operators and enterprise messaging providers adapt to this shift or will need more clarity on this move?
Telecom operators in India have already begun enabling RCS infrastructure in partnership with Google. But Apple’s confirmation will speed things up. Messaging providers will need to evolve quickly, rethinking opt-in flows, analytics integration, and automation pipelines. That said, most players in the ecosystem have been anticipating this, so it’s more about execution than understanding.
Could this collaboration drive more businesses to integrate RCS into their communication strategies, reshaping India’s digital marketing ecosystem?
Now that Apple supports RCS, it removes one of the biggest adoption hesitations, platform inconsistency. With both Android and iOS in sync, RCS will become a unified and powerful communication channel. For businesses juggling the complexity of SMS compliance or rising WhatsApp Business costs, RCS offers a far more native, affordable, and interactive alternative.
Today data privacy is an issue, what role will data privacy and security play in shaping consumer trust in RCS messaging?
Trust will be everything. Users are more aware than ever of how their data is being used. RCS, being telco-backed and natively embedded, must offer clear consent flows, data minimization, and encryption standards. The more transparent the brands and platforms are, the more adoption we’ll see. Without strong privacy foundations, no messaging channel can succeed today.
And now, with the Digital Personal Data Protection (DPDP) Act in place, brands have a framework to lean on, things are only going to get better on this front.
Will RCS gain widespread adoption in India, or will businesses continue to prioritize WhatsApp and traditional SMS for customer communication?
Widespread adoption will depend on how well the ecosystem executes and educates. With Apple and Google both aligned, businesses now will have a compelling alternative, but that doesn’t mean WhatsApp or SMS are going anywhere. Brands may still use WhatsApp for deeper conversations or community engagement, but for broad, timely, rich media updates, RCS will become a serious option.
Especially when RCS costs up to 30-40% (approx) less than WhatsApp Business API. It’s more likely that we’ll see RCS complementing existing strategies, especially for promotions and transactional communication, where cost, speed, and visual impact matter. Some brands may take a wait-and-watch approach, but many will jump in for the sheer efficiency and native experience it offers.
How will Indian consumers respond to RCS messaging—will it offer a compelling enough experience to drive engagement?
Indian consumers are highly responsive to content that’s visual, fast, and frictionless. Since RCS messages land directly in their phone’s messaging app, with no app download, and no setup, it lowers the barrier to engagement. If the experience is personalized, fast, and visually engaging, they’ll respond. For example, a flash sale alert with a direct “Shop Now” button or an insurance renewal message with a one-click payment could see far better engagement than a plain SMS. The key will be to ensure that what brands send is not just rich in format, but meaningful in content.
What factors will determine whether RCS becomes a game-changer or just another messaging option in an already crowded market?
It’ll depend on three things: consistency across devices, pricing advantages, and trust. If users receive the same rich experience whether on iPhone or Android, and brands see ROI on messaging spend, RCS could become the go-to channel. But if telcos or platforms overcomplicate the flow, it risks becoming just another option instead of a breakthrough.
Will regulatory considerations, telecom partnerships, or pricing models influence the success of RCS in India’s business messaging landscape?
Absolutely. Regulatory clarity around opt-ins, data protection and storage will influence how confidently brands adopt RCS. Strong telecom partnerships will be needed for reliable delivery. Finally, pricing will drive decisions at scale, especially for brands used to affordable SMS and increasingly expensive WhatsApp Business APIs. If RCS stays cost-effective, that alone will drive serious interest.
The fact that RCS is generally 30-40% cheaper than WhatsApp Business gives it a strong edge already.
