RBM Agent Guidelines

What is an Agent?

An RBM Agent is a bot that sends messages to users on behalf of a brand. It includes any user interface that interacts with users and the necessary code and infrastructure to power these interactions. Agents can provide a simple one-way experience, like sending a notification, or they can be conversational and react to users' responses in a back-and-forth exchange.

How to create an RBM Agent?

  • EnableX will create your RBM agent at the time of your RCS request fulfilment. For that you need to provide some details, like:

  • Brand Name: The name of the brand your agent will represent.

  • Agent Details: Name, region where RBM agent can operate, billing category, and use case of your agent.

What are Agent Use Cases?

Each RBM agent must have a predefined use case. Use cases help improve agent performance and apply relevant business rules.

RBM supports four use cases:

  1. One-time passwords (OTP),

  2. Transactional,

  3. Promotional,

  4. Multi-use

These use cases serve specific functions and ensure the appropriate business rules are applied.

Right Use Case for Your Agent?

One-time Passwords (OTP)

The OTP agent sends one-time passwords needed to securely authenticate an account or confirm a transaction.

Suitable forNot Suitable for
OTP/2FA for account loginProduct information and notifications
Password resetsOffers, promotions, discounts, upgrades, or related information
Completing online transactions


The Transactional agent sends notifications, updates, or alerts relevant to a customer's existing services or products.

Suitable forNot Suitable for
Fraud and suspicious activity alertsOffers
Purchase confirmations (appointment, ticket)Promotions
Updates for existing services (boarding pass, delivery information)Discounts
Account or product updates (account statement, terms of use)Upgrades for products/services
Requesting feedback on existing services
Editorial & media content like news alerts


The Promotional agent sends sales, marketing, and promotional messages to increase awareness, engagement, and sales.

Suitable forNot Suitable for
Offers, promotions, discounts, upgrades for products and servicesOTP and 2FA for account login
Reminders about abandoned shopping cartsTime-sensitive product and service information

Multi-use (Not applicable in India)

The Multi-use agent combines transactional and promotional messages. Suitable for conversations that include both elements.

Suitable forNot Suitable for
Transactions leading to promotions (boarding pass followed by seat upgrade offer)OTP/2FA for account login
Promotions leading to purchases and followed by transactional updates (shipping notifications, customer satisfaction surveys)Password resets
Promotions leading to account creation followed by regular updates (appointment reminders)Secure account information
Transmission of pins, passwords for transactionsTransactional-only use cases
Promotional-only use cases

Use Cases and Business Rules

RBM agents must follow country-specific requirements for the subscribers they reach. Availability and business rules for use cases vary by country and may be updated over time.

Use CaseAvailable'Block & Report' Shown?Business Rules - India Specific
OTPGloballyNoNo business rule
TransactionalGloballyYesNo business rule
PromotionalGloballyYesTime of day: 7am-10pm (7 days a week). Message limits: 4 A2P messages per brand per user per month. If exceeded, then error. Note: P2A messages are exempt. User response allows two additional messages.
Multi-useNot available in IndiaYesNot applicable

To Know more, Read Agent use case

What is Agent's Billing Category?

Billing category is the classification that determines how your agent's messaging activities are charged based on its behaviour.

Billing Framework

  • Conversational: This category applies to agents that engage in complex user interactions where messages are exchanged in both directions within a given time period. It involves multiple messages being sent and received.

  • Rich/Single Message: This category is for agents that generally send rich messages, such as Rich Cards or Carousels, and seldom expect to receive replies. Each rich message is billed individually.

  • Basic Message: This category is for agents that typically send plain text messages of up to 160 characters. It is an upgrade from SMS to RBM, and the agent seldom expects to receive replies.

Note: The Single Message and Basic Message categories do not create conversational billing events. Each message is billed based on the content delivered.

To Know more, Read Agent's Billing Category

What is Agent's Region?

The agent's region is the geographical area where your RBM agent operates. RBM support three regions:

  • North America
  • Europe
  • Asia Pacific

Note: Region is not country specific. You can't change your agent's region after you create your agent.

To Know more, Read Agent region

Template Guidelines for RCS Meassaging

  • Template name: It shouldn't exceed 20 characters.

  • Template Type: Select the type for which you want to create the template

    • Text

    • Rich Card

    • Carousel

Rich Card

  • Card Orientation: Horizontal / Vertical

  • Card Title: 200 (Character limit) including Variable parameter [Variable]

  • Card Description: 2000 (Character limit) including Variable parameter

**For Horizontal Card Orientation select alignment **

AlignmentImage RatioImage File SizeVideo File SizeMedia ThumbnailResolution (Pixels)Format
Left/Right3:42MB10MB250x330 pixels (Vertical), 770x335 pixels (Horizontal)768x1024 pixelsJPEG, JPG, PNG, or GIF

For Vertical Card Orientation select Media Height

Media HeightImage RatioImage File SizeVideo File SizeResolution (Pixels)Format
Short3:12MB10MB1440 x 480 pixelsJPEG, JPG, PNG, or GIF
Medium2:12MB10MB1440 x 720 pixelsJPEG, JPG, PNG, or GIF

###Rich Carousel

Carousel means multiple rich cards minimum of 2 cards and max of 6 cards.

  • Card Width: Small/Medium

  • Media Height: Short/Medium

  • Card Title: 200 (Character limit) including Variable parameter [Variable]

  • Card Description: 2000 (Character limit) including Variable parameter

Card WidthMedia HeightImage RatioImage File SizeVideo File SizeResolution (Pixels)Format
SmallShort5:41MB5MB960 x 720 pixelsJPEG, JPG, PNG, or GIF
SmallMedium4:51MB5MB576 x 720 pixelsJPEG, JPG, PNG, or GIF
MediumShort2:11MB5MB1440 x 720 pixelsJPEG, JPG, PNG, or GIF
MediumMedium4:31MB5MB1440 x 1080 pixelsJPEG, JPG, PNG, or GIF

Text Message

Here you can send up to 2500 Char limit, if the content included only 160 characters, then it will be considered as Basic message, if it exceeds 160 characters then it will be considered as rich message.

Suggested Actions/Reply Buttons

RBM Supports 4 buttons with 3 categories:

  • Reply (25 Character limit)

  • Dialer (25 Character limit)

  • URL Action (2048 Character)

Where you can have the same category for all 4 buttons or you can have a mixture of categories.

For all the message types you can have Suggested Actions and Reply Buttons.

Other Guidelines (for all templates)

  • Button: Dialer (Phone Number), URL and Reply (static and dynamic).

  • Messages that have been sent but not delivered (e.g., if the customer's device is offline) will attempt to be delivered for 30 days.

  • Templates can be added in multiple languages under the same template name.

  • Once the template is approved you are not allowed to edit the template, you have to create a new template.

  • There is no restriction to have the same name in the template or any special character can be used (20 Character limit).

  • You can add 'n'number of variable content within the mentioned limit.

  • PDF and MP3 are not supported.

Template Rejection Reasons

  • Cross Branding.

  • Creating different type templates by selecting different categories.

Template Status

  • Pending: When a template is submitted to an operator and not yet approved.

  • Approved: The template is approved and will be visible in the panel.

  • Rejected: The template is rejected by the operator due to the above-mentioned reasons.

Template Content Policies:

Our content policies are categorized into two groups: Prohibited content and Restricted content.

Prohibited Content

  • RBM does not support unlawful, offensive or inappropriate content. This is a non-exhaustive list of content we do not allow:

  • Dangerous products or services: Products or services that cause damage, harm, or injury.

  • Products or services that enable dishonest behaviours: Products, services, or content that help users to mislead others.

  • Dangerous or derogatory content: Content, products, or services that incite hatred or promote discrimination.

  • Shocking content: Content, products, or services that contain violent language, gruesome imagery, or graphic images.

  • Animal cruelty: Content that promotes or depicts cruelty or gratuitous violence towards animals.

  • Adult content: Content, products, or services that are sexually explicit, sexually suggestive, or promote sexual themes.

Restricted Content

Agents using RBM cannot send advertisements, promotional content, or commercial content or updates related to restricted content categories such as:

  • Tobacco: Promoting the sale or consumption of tobacco products

  • Alcohol: Promoting alcoholic beverages or irresponsible consumption.

  • Gambling and games: Content related to casinos, lotteries, gambling offers, and social casino games.

  • Healthcare-related products and services: Prescription drugs, over-the-counter medicines, unapproved substances, online pharmacies, and miracle cure products

  • Political content: Must comply with local regulations, including restrictions during election periods.

Best Practices

To ensure the safety of clients' and customers' information, avoid sharing sensitive content during chats or RCS messaging.

  • Credit card numbers

  • Social Security, PAN, Aadhar, passport, or other government ID numbers

  • Login credentials, like passwords

  • Avoid sharing sensitive information

  • Adhere to content policies by avoiding prohibited and restricted content categories

  • Ensure all content complies with local laws and regulations to maintain a safe and respectful communication environment