RCS Message Types: How to Use Basic, Single, and Conversation the Right Way

Theodor Nørgaard2025-03-31

Estimated reading time: 12 minutes

RCS Business Messaging is redefining how brands connect with customers - combining the familiarity of SMS with interactive, media-rich features that feel right at home in today’s messaging-first world. But as RCS adoption grows across both Android and iOS, businesses need to understand how to use the right message types at the right time.

At LINK Mobility, we help global brands navigate the RCS ecosystem with confidence - from onboarding to campaign design to performance tracking. In this post, we break down the three RCS message types - Basic, Single, and Conversation - and explain how to use each effectively.

What Are the Different RCS Message Types?

RCS Business Messaging is built for flexibility. Whether you want to send a simple branded update, a visually rich campaign, or launch a fully interactive journey, RCS offers a message type that fits. Let’s explore the core formats:

1. Basic RCS Messages

When you need reach and simplicity.

Basic messages are the RCS equivalent of a branded, trusted, and validated SMS. They are text-only messages, enhanced with your company logo, verified sender and UTF-8 character encoding (which means they support emojis, special characters, and multiple languages).

• Character Limit: 160

• Features: Logo, plain text, UTF-8 support

• Use case: Alerts, appointment reminders, verification codes, or quick updates

💡 Best for time-sensitive communication where a simple format is enough - but branding still matters.

2. Single RCS Messages

When you want to make a visual impact.

Single RCS messages combine multimedia and interactivity in one 'rich card'. This could include an image, GIF, or video - plus text and call-to-action buttons (e.g., “Shop Now” or “Get Quote”).

• Format: One rich card or carousel

• Features: Media + text + CTA buttons

• Use case: Promotions, product launches, service highlights, event invites, bookings

💡 Best for driving clicks and engagement through visual storytelling.

3. Conversational RCS Messages

When you want a two-way experience.

This is where RCS shines the most. Conversational RCS messages support two-way interactions over an active session - typically 24 hours, depending on the operator. You can send an unlimited number of rich messages during the session, enabling full customer journeys within the messaging app.

• Format: Unlimited messages in a session

• Features: Media-rich content, quick replies, suggested actions, branching logic

• Use case: Customer support, guided shopping, surveys, upsell flows

💡 Best for building relationships and providing real-time assistance.

How to choose the Right RCS Message Type

Each RCS message type serves a unique purpose. To get the most out of your campaigns, it is essential to match the format to the intent behind your communication. Whether you are informing, engaging, or starting a conversation, the structure of your message directly impacts how your audience responds. By selecting the right format based on your business objective, you ensure the content is not only delivered effectively - but also resonates with your customer.

How to Track Performance: Interactions & Behavior

With RCS Business Messaging, you do not need to guess whether your campaigns are working. You can track user engagement down to the click - and beyond. Here’s how:

Interaction Data

Track real-time engagement inside the message:

• Read rates: Know how many users opened the message

• Click-through rates: Measure engagement with CTA buttons

• Reply tracking: Understand customer intent via quick replies

This level of insight allows you to fine-tune your messaging in real time, improve content relevance, and continuously optimise for better results - making your communication smarter and more impactful.

Bring Your Messaging Strategy to Life with LINK Mobility

Choosing the right message type is just the beginning. With LINK Mobility, you gain a trusted partner to support you throughout the entire RCS Business Messaging journey - from ideation and campaign creation to execution, tracking, and optimisation. We help you craft high-performing campaigns using the right message formats, integrate interaction tracking for continuous improvement, and ensure you connect seamlessly with your customers across both Android and iOS. Whether you are sending a quick update, launching a visually rich promotion, or creating a fully conversational experience, LINK Mobility ensures you deliver the right message in the right format - every time.