Overview: RCS

Rich Communication Services (RCS) is a next‑generation mobile messaging channel that brings app‑like experiences to native messaging apps. Compared to SMS and MMS, RCS offers:

• Branded, verified sender profiles
• Media cards and carousels with images, video, and actionable buttons (links, suggestion replies)
• Read receipts, delivery confirmations, and enhanced analytics
• Higher engagement through visually rich, guided experiences

To enable the RCS channel in your Cordial account, please contact your Cordial Client Success Manager. You will need a configured and verified RCS Agent as part of your channel setup.

Create a new RCS message

1. To get started, log in to Cordial and navigate to Messages > Create New Message and select SMS from the Channels dropdown.
2. Fill in the required fields and select Continue.
3. Select Edit in the Message Content pane.
4. Select the RCS Message type.

5. Choose a Message editor

Form Editor

If using the Form Editor, start by choosing an RCS layout type (also see: RCS Advanced Code Editor)

RCS message types available:

• Rich Messages: Primarily text with optional suggestion chips (e.g., “View order,” “Track package”)
• Rich Media Messages: One rich card or a carousel of cards (image/video, title, description, CTAs)

Suggested uses:

• Rich Messages for brief alerts, reminders, and transactional notifications
• Rich Media Messages for promotional content, product discovery, or guided browsing

Add content to your RCS Rich message

What to add:

• Message text: The primary copy recipients see in their messaging app
• Buttons: Up to 10 short, action-oriented buttons
• Use the Cordial link shortener to reduce message size and enable link tracking (hint: the AI Content Generator will create the link shortener Smarty automatically if provided with a link)

Message sizes and character counts:

• Rich Messages are limited to 160 characters and, similar to SMS will be split into multiple parts for billing purposes. 
• Unlike SMS, multiple parts will show as a single message when delivered to contacts and emojis typically count as a single character.
• RCS also removes the SMS limitation of emojis reducing total character counts from 160 to 80.
• The built-in character count and preview feature will dynamically calculate and warn against multi-part sends based on rendered content for a specified contact. This includes a conservative count of 4 characters per emoji.

Personalization with Smarty:

• Insert fields like first name, loyalty tier, or order details directly in text and chip labels using Smarty
• Include fallbacks (e.g. default values) to ensure graceful rendering when data is missing
• See Smarty variables for more detailed usage

Add content to your RCS Rich Media message

RCS Rich Media messages support both media cards and media card carousels.

Media options

• Images (JPG, PNG), animated GIFs
• Video (commonly MP4/H.264)
• Documents (e.g., PDFs) when supported by the partner/client device
• Single rich card or carousel with per-card media, title, description, and CTAs
• Smarty can be used directly with Media fields to add personalized content per contact
• There is a maximum of 100MB total media size per message
• Titles have a 200 character limit and Message text has a limit of 2000 characters

How to build a rich media message

1. Choose Single Card or Carousel.
2. For each card, add:
   • Media (by uploading a file or entering an HTTPS URL)
   • Add a Title and Message text
   • Add up to 4 buttons (either URL or Suggested reply)
3. For carousels:
   • Add up to 10 cards

   • Add up to 3 Outer buttons which sit below the carousel cards (URL or Suggested reply)

     

Sample Preview

Using generative content in RCS messages

Cordial’s generative content assistant can help draft on-brand RCS copy

How to use:

1. In the composer, select Generate Content
2. Provide inputs: goal (e.g., “announce new collection”), audience, tone, length, and key points
3. Review suggested message text variations
4. Choose content to use within the card or message

Learn more about using generative AI content in MMS messages.

Adding SMS fallback content

Devices without RCS support will receive your fallback as SMS, ensuring reach and continuity. All RCS messages must contain SMS fallback content.

1. Write a concise SMS version of your message.
2. Include a single primary link and required compliance text (brand signature, HELP/STOP).

Best practices:

• Keep SMS under 160 characters per segment when possible; avoid special characters to reduce multi-part messages
• Use a branded short domain for links
• Ensure content parity: The SMS should convey the core message and action if rich media isn’t available

Review, test, and send your RCS message

Review checklist:

• Audience is correct
• Message type (Rich vs. Rich Media) matches your goal
• Copy is concise, accurate, and personalized with safe fallbacks
• Suggestion chips are clear, ordered, and functional
• SMS fallback enabled, compliant, and properly shortened

Testing:

1. Send test to internal RCS-capable devices (Android) and at least one non‑RCS device to verify SMS fallback
2. Validate rendering, CTAs, links, and deep links/intents
3. Check quiet hours and compliance considerations

Scheduling and sending:

• Send now or schedule for later with time-zone targeting
• Consider pacing/throttling for site traffic and agent load
• Confirm pre-send summary (audience size, message previews, sending windows)
• Optimize send time with Cordial's STO feature
• Monitor delivery, reads, clicks, and fallback usage

Advanced RCS code editor

Cordial's RCS feature supports an advanced Code Editor which allows flexible Smarty input to construct dynamic, personalized messages using the full power of your account's data. RCS constructor utilities enable full control over components such as media cards, buttons and carousels. All elements of your message can be populated using Smarty utilities and a combination of contact, product and supplement data to generate compelling customer experiences.

Some example advanced use cases:

• Coupon code generation
• Populate carousel based on contact’s Shopping cart
• Populate carousel with Product recommendations
• Loyalty program lookup and associated dynamic offer
• QR codes/Barcodes
   

Sample code

Rich Message

{$rich = $utils->createRCSRichMessage()} 
{$rich->setMessageText('Enhanced RCS Smarty text')} 
{$rich->setSMSFallbackText('Hello SMS Fallback')}

{$rich = $utils->createRCSRichMessage()} 
{$rich->setMessageText('Enhanced RCS Smarty text')} 
{$link = "{cordialLink href="https://google.com" shorten="6"}"} 
{$rich->addURLChoice('Trackable link', $link)} 
{$rich->addURLChoice('Non-trackable link', 'https://google.com')} 
{$rich->addTextChoice('Press ME')} 
{$rich->setSMSFallbackText('SMS Fallback text')}

{$rich = $utils->createRCSRichMediaCard()}
{$rich->setMessageText('Enhanced RCS Smarty text')}
{$rich->setTitle('Image title')}
{$rich->setMediaURL('https://examplefiles.org/files/images/jpg-example-file-download-500x500.jpg')}
{$link = "{cordialLink href="https://google.com" shorten="6"}"}
{$rich->addURLChoice('Trackable link', $link)}
{$rich->addURLChoice('Non-trackable link', 'https://google.com')}
{$rich->addTextChoice('Press ME')}
{$rich->setSMSFallbackText('SMS Fallback text')}

{$rich = $utils->createRCSRichMediaCardCarousel()}
{$card = $rich->addCard()}
{$card->setMessageText('Enhanced RCS Smarty text')}
{$card->setTitle('Image title')}
{$card->setMediaURL('https://examplefiles.org/files/images/jpg-example-file-download-500x500.jpg')}
{$link = "{cordialLink href="https://google.com" shorten="6"}"}
{$card->addURLChoice('Trackable link', $link)}
{$card->addURLChoice('Non-trackable link', 'https://google.com')}
{$card->addTextChoice('Inner card button')}
{$rich->addTextChoice('Outer carousel buton')}
{$rich->setSMSFallbackText('SMS Fallback text')}

Triggered Responses Using RCS

RCS provides a compelling opportunity to set up a chain of responses to contacts based on incoming triggers and Podium orchestrations. These responses can leverage contact and product data for rich follow-up messages related to product choices (from a carousel message), an offer selection, to query order status, and more.

1. Compose an RCS message that includes suggested replies
2. Within a Podium orchestration, create a trigger using a contact's real time behavior. (Also supported: Message Automations)
3. Choose the crdl_incoming_sms event and add a conditional event property for Raw Text matching the suggested reply from your RCS messages.
4. To help narrow the response to RCS-enabled contacts, add a conditional property that matches a Send Type of RCS.

5. Finally, add an Action to the orchestration that sends a follow-up SMS/RCS message, inclusive of dynamic rich media content.