This market study examines the RCS Business Messaging landscape in detail, assessing the impact of Apple supporting RCS on the growth of RCS business messaging in 2025. The report delivers an in-depth analysis of the strategic opportunities for vendors; addressing key challenges impacting future growth, and how stakeholders must navigate these to maximise growth of the RCS business messaging market next year.
It also evaluates country level opportunities for RCS business messaging growth via Juniper Research’s Country Readiness Index, identifying the key markets that messaging vendors should focus on next year.
Please note: the online download version of this report is for a global site license.
- 1. Key Trends & Strategic Recommendations
- 1.1 Key Trends
- 1.2 Strategic Recommendations
- 2. Future Market Outlook
- 2.1 Introduction to RCS Business Messaging
- Figure 2.1: SMS vs RCS: Key Features & Capabilities
- 2.2 Future Market Outlook
- Figure 2.2: Total Revenue from RCS Business Messaging ($m), 2024-2029, Split by 8 Key Regions
- 2.2.1 Market Drivers
- i. Apple’s Launch of RCS in iOS 18 Update
- Figure 2.3: Proportion of Mobile Subscribers Which Were RCS-capable in 2023 in Key Markets (%)
- Figure 2.4: Total Number of RCS-Capable Subscribers in the US (m), 2023 vs 2024
- ii. Basic RCS Messages
- iii. Increased Demand for Conversational Use Cases
- 2.2.2 Market Challenges
- i. Brand Verification Process
- ii. Competition from OTT Messaging Platforms
- iii. Fraud
- iv. Unity Amongst Operators
- 2.3 RCS Use Cases
- 2.3.1 Authentication & Verification
- Figure 2.5: Example of a Verification Message
- i. Strengths
- ii. Weaknesses
- iii. Opportunities
- iv. Threats
- 2.3.2 Reminders & Notifications
- Figure 2.6: Example of a Transactional Message
- i. Strengths
- ii. Weaknesses
- iii. Opportunities
- iv. Threats
- 2.3.3 Promotional Messages
- Figure 2.7: Example Promotional RCS Business Message
- i. Strengths
- ii. Weaknesses
- iii. Opportunities
- iv. Threats
- 2.3.4 Conversational-based Use Cases
- Figure 2.8: Example RCS Conversation
- i. Strengths
- ii. Weaknesses
- iii. Opportunities
- iv. Threats
- 2.4 RCS Monetisation
- 2.4.1 Pay-per-message
- 2.4.2 Session-based
- 2.4.3 Call-to-action
- 2.4.4 Access-based
- 3. Future of RCS Business Messaging Fraud
- 3.1 Future Impact of Fraud on RCS Business Messaging
- Table 3.1: The Role of RCS in Preventing Types of Fraud Observed Over SMS
- 3.1.1 Emerging Types of Messaging Fraud
- 4. Country Readiness Index
- 4.1 RCS Business Messaging Country Readiness Index
- Figure 4.1: Countries in Each Region
- Table 4.2: Juniper Research RCS Business Messaging Country Readiness Index: Scoring Criteria
- Table 4.4: RCS Business Messaging Country Readiness Index: Market Segments
- 4.2 Focus Markets
- 4.2.1 High Acceptance of A2P SMS Will Increase Transition Rate to RCS Business Messaging
- Figure 4.5: Average A2P SMS Message per Mobile Subscriber per Month in 2024 for Key Markets: US, Canada & France
- 4.2.2 Lack of Competition from OTT Messaging Players Will Create Demand for an Alternative Rich Media Messaging Channel
- Figure 4.6: Penetration of OTT Messaging vs RCS Messaging in France in 2024 (%)
- 4.2.3 ROI for RCS Business Messaging to Enterprises
- Figure 4.7: Average Revenue per RCS business message in Key Markets in 2024 ($)
- 4.2.4 Support for Chatbots Will Create Demand for Conversational Use Cases
- 4.3 Growth Markets
- 4.3.1 A High Smartphone Penetration Will Create High Opportunity for Future Growth
- Figure 4.8: Smartphone Penetration in Key Growth Markets (%)
- 4.3.2 Successful Implementation of RCS to Date Will Encourage Adoption by Other Brands
- 4.4 Saturated Markets
- 4.4.1 Several Factors Create a Low Demand for RCS Business Messaging
- 4.5 Developing Markets
- 4.5.1 Low Smartphone Penetration Resulting in Low Reach of RCS
- Figure 4.9: Average Smartphone Penetration in Focus and Developing Markets
- 4.5.2 Low Mobile Messaging Acceptance
- Figure 4.10: Average A2P SMS Sent per Mobile Subscriber in Key Developing Markets in 2024
- Table 4.11: Juniper Research Country Readiness Index Heatmap: North America
- Table 4.12: Juniper Research Country Readiness Index Heatmap: Latin America
- Table 4.13: Juniper Research Country Readiness Index Heatmap: West Europe
- Table 4.14: Juniper Research Country Readiness Index Heatmap: Central & East Europe
- Table 4.15: Juniper Research Country Readiness Index Heatmap: Far East & China
- Table 4.16: Juniper Research Country Readiness Index Heatmap: Indian Subcontinent
- Table 4.17: Juniper Research Country Readiness Index Heatmap: Rest of Asia Pacific
- Table 4.18: Juniper Research Country Readiness Index Heatmap: Africa & Middle East
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