Published on 2025-03-06

LINK Mobility powers the launch of METRO Chat in Germany

METRO Germany is introducing a new way to communicate with its customers - directly through their smartphone’s default messaging app. By switching to RCS (Rich Communication Services), METRO can now deliver offers, brochures, and promotions in a more interactive and seamless format, without the need for additional apps.

RCS, the next-generation messaging technology, merges the reach of traditional text messages with the interactive features of modern messaging apps - available on all mainstream smartphones.

LINK Mobility provides the software for planning and sending innovative RCS campaigns and coordinates the partnership with Google, Telekom, Vodafone, and O2 Telefónica.

LINK Mobility supports METRO Germany with the launch of METRO Chat

Hamburg/Graz, March 6, 2025 – LINK Mobility, a leading European provider of mobile communication solutions, has partnered with METRO Germany to launch the new RCS-based communication channel, METRO Chat. Customers will now receive offers, brochures, and promotions directly via RCS through their pre-installed messaging app - without the need for an additional app.

METRO Chat is gradually replacing the previous WhatsApp service used for customer communications. "Customer expectations for digital communication have fundamentally changed. They want quick and easy access to relevant information without additional barriers," explains Michael Baumann, Head of Digital Business Development at METRO Germany. "With METRO Chat, we offer a communication channel that meets these needs."

Together with LINK Mobility and partners such as Vodafone, Telekom, O2 Telefónica, and Google, METRO Chat was implemented within just a few weeks. LINK Mobility provided its proprietary software, the RCS channel, and managed the full project execution and partner coordination. METRO Chat is now available to all METRO customer cardholders.

RCS is Transforming Mobile Marketing with Rich Messaging

"With RCS, we are opening a new era of mobile customer interaction for METRO Germany," says Josef Grabner, Managing Director of LINK Mobility DACH. The full potential of RCS for messenger marketing has been unlocked by Apple’s iOS 18.1 update in late 2024. Now, nearly all Apple and Android smartphones can receive RCS messages via their default messaging app, allowing businesses to fully leverage its benefits.

"Put simply, RCS combines the visual capabilities of modern messaging apps with the efficiency and reach of SMS," Josef Grabner explains. "High-resolution images, videos, read receipts, voice messages, emojis, carousels, and longer texts are now possible with RCS. These rich media messages can be sent quickly and securely through the most direct mobile channel. Initial use cases show that leveraging the native messaging app results in higher open and conversion rates compared to email."

According to Juniper Research, more than 639 billion RCS messages will be sent globally by 2027, making RCS the third most important business communication channel after phone and email by 2028. Additionally, RCS is considered a highly secure, anti-phishing channel, as mobile carriers verify businesses before granting access. Verified businesses are easily recognizable by a blue checkmark and an official logo within their messaging profile.

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Press contact LINK Mobility DACH: Kerstin Papst