The RCS format is currently accepted by the most recent Android smartphones

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And not the least: reach  (Huawei, LG, Samsung, etc.) or those with the Google Messages application. It is deployed across the world in 10 countries (including France, the United Kingdom, Spain, Italy and the United States). According to Google data, the protocol is currently used by 700 million people worldwide and is expected to reach around 2 billion active users by 2024 .  But with a market share representing only 30%, the success of RCS lies more in the adoption of this new channel by advertisers than by the Apple brand.

This symbolic milestone would allow RCS to join WhatsApp in Cambodia WhatsApp Number Data terms of users. In France, deployed by mobile telephone operators Orange, Bouygues and SFR, 16 million terminals are already compatible in 2021 , and there will be 30 million by 2023 (source MMAF). RCS compatibility Evolution of RCS compatibility of mobiles in France (according to MMAF data). On the Apple side, the firm remains silent on possible future compatibility with this new mobile messaging standard.



Especially since omnichannel strategies are to be favored. Indeed, the preliminary step of identifying the compatibility of the contact base upon receipt of the RCS is systematically carried out downstream of an RCS campaign. This allows advertisers to set up with a failover by SMS or a switch to another channel for recipients whose smartphone does not allow them to receive RCS. A major asset which allows both to combine media with an innovative and creative experience, and a fallback solution to ensure the deliverability of its message.