Basic Terminology for RCS Business Messaging

RCS Business Messaging (RBM)

The use of the RCS protocol for business communications, enabling both application-to-person (A2P) and person-to-application (P2A) messaging.

To know more about RCS Business Messaging click here.

To know more about Terms of Service for RCS business Messaging click here.

Verified Sender

A verification process that ensures the sender's identity is authenticated, significantly reducing the risk of spam and fraud. Verified senders can display brand information, logos, and contact details in their messages

RBM Agent

An RBM Agent, often referred to as a bot, is a verified Sender ID assigned to a brand. It serves as the interface through which businesses engage with users via rich media messages.

Agent Use Cases Each RBM agent is designated with a specific use case aligned with the type of conversations it aims to conduct with end users. For RBM Agents launching in India, the following use cases are supported:

  • OTP (One-Time Password): Securely authenticate accounts or transactions by delivering one-time passwords.
  • Transactional: Provide notifications, updates, or alerts directly relevant to a customer's existing services or products, such as account activities, purchase confirmations, and shipping notifications.
  • Promotional: Deliver sales, marketing, and promotional messages aimed at increasing awareness, engagement, and sales among new or existing customers.

Important:

  • Brands are required to create separate agents for each use case. For Example, Brand X requires separate agents for OTPs, transactional notifications, and promotional messages. Thus, they create three agents: Brand X for Promotional, Brand X for Transactional, and Brand X for OTPs.
  • Once a RBM Agent is created, the brand can create multiple templates against the agent and use them for running campaigns. You can add images, videos, and suggested actions for your template.

Please read this for more details about What can RBM Agents do?.

Please read RBM Agent Guidelines.

Note: For one EnableX project, one RBM agent can be created.

Message

A Message is the basic unit of communication over RCS channel. The term "Messaging" can be explained as message in transaction or in-transit. Messaging is bi-directional, viz. Incoming and Outgoing with respect to the registered RBM Agent.

Bi-Directional Messages

  • Incoming Messages: These are the messages sent by end-customers and received by the business via the RCS platform. This includes text messages, media, location information, and responses generated from interactive suggestions.
  • Outgoing Messages: These are the messages sent by the business to end-customers using the RCS platform. This includes text messages, rich media, location information, and interactive elements such as buttons and lists.

Type of Message Contents

Unlike text messaging through SMS, RCS messages can contain different types of content to create engaging communication experiences. These include rich media content (e.g., audio, video, images) and structured components like location and contacts.

  • Text Messages: Text messages are the most basic message type and allow businesses to send text messages to their customers. The length of a text message is limited to 2500 characters.
  • Rich Cards: Interactive cards with text, images, and action buttons.
  • Carousels: A series of rich cards (minimum 2 and maximum 6)that users can scroll through horizontally.
  • Template Messages: Pre-approved message formats used for business-initiated conversations, particularly in regulated markets like India.

Please read RBM Agent Guidelines.

Businesses in India can't use RCS directly via Google. You must direct traffic through a single gateway carrier (Vodafone India).

Interactive Elements

Features such as suggested replies, quick action buttons, and carousels enhance user interaction and streamline the customer journey.

  • Suggested Replies: Predefined responses that brands can offer to users based on their queries, reducing the time required by users to type, and improving query resolution and response time.
  • Suggested Actions: Interactive buttons within RCS messages that allow users to quickly complete tasks using the functionalities of their device. For instance, in a promotional message, an "Add to Cart" button can add a product directly to the user's shopping cart in the app.

Types of RCS Messaging

  • A2P (Application-to-Person) Text-Only Messaging: A2P messages shift to A2P Conversations if a user replies within 24 hours. The conversation window extends for an additional 24 hours from the initial reply.
  • A2P with Rich Content (One-Way): A Single Rich Message is a business-initiated A2P message that contains rich elements or exceeds 160 characters (up to 2500 characters if a template is used).
  • A2P Conversation (Two-Way): A2P messages shift to A2P Conversations if a user replies within 24 hours. The conversation window extends for an additional 24 hours from the initial reply.
  • P2A (Person-to-Application) Conversation (Two-Way): P2A conversations allow customers to initiate communication with businesses, leading to two-way interactions.

Template

  • RBM mandates that a RBM Conversation must be started by businesses using a message sent using a pre-approved Message Template. This is to ensure that messages comply with RBM's guidelines and are approved for use to reach out end-users.
  • Business can choose whether to respond to user-originated messages or send follow-up messages with any text or pre-approved templates within 24 hours. This gives businesses some flexibility in how they communicate with users while still adhering to RBM’s guidelines.
  • A Message Template may be created using any type of Contents., i..e; Text, Rich Card or Rich Carousel. A Message Template may have placeholder for data which will be replaced with data while sending message using the template.

Template Components

An RCS Message Template consists of several components that help structure the content of the message and provide a better user experience. These components include a title, subtitle, image, and buttons:

  • Title: The title is a mandatory component that provides the main headline for the message. It can contain up to 200 characters.
  • Subtitle: The subtitle is an optional component that provides additional context or information to complement the title. It can contain up to 200 characters.
  • Image: The image is an optional component that can be included to make the message more visually appealing. Images can be used in both vertical and horizontal orientations, with specific aspect ratios
  • Buttons: Buttons are optional components that make messages interactive. Each card can include up to four buttons with the following actions:
    • Link: Directs the user to a specific URL.
    • Navigation: Provides navigation instructions or directions.
    • Publish text: Allows the user to send predefined text responses.

Template Approval

Once submitted a template may be approved or rejected. Approval and Rejection are automated process and takes few seconds to minutes to get it approved or be rejected.

Only approved templates can be used to send message. A rejected template may be appealed for review.

Opt-in and Opt-out Requirements for RCS Business Messaging

As part of the RCS messaging protocol, your application must incorporate explicit user opt-ins and provide clear opt-out mechanisms to ensure compliance and user satisfaction.

Know Messaging Process

There are two types of messaging that businesses can send to customers after they have given opt-in consent:

  1. Template Messages: Business can initiate a message to a user using a pre-approved message. However, business can't send any subsequent message to the same user without getting a response within 24 hours. Without being replied, a business must wait for 24 hours to send the next message using a Template.
  2. Session Messages: Once being replied by the user, a user can send message, with or without a Template within 24 hours of first message sent.

Conversation

Exchange of messages between a business and an end user over the RCS Business Messaging platform within a 24-hour period, calculated from the time the user responds to the business's initial message, is called a Conversation.

  • A Business Initiated Conversation occurs when a business sends the first message to a user. In RCS business messaging, only businesses can initiate conversations, using a pre-approved message template.
  • The first message for a Business Initiated Conversation must use a pre-approved template, which can be either a Basic message template or a Rich message template.
  • All subsequent messaging between the business and the user within the next 24 hours of the first message is considered part of the same conversation.
  • If a Business Initiated Conversation is started, the business can't send subsequent messages (follow-up messages) within the 24-hour window until the user responds by sending a message to the business. Once the user responds, the business can send any number of messages, and all messages are treated as part of the same conversation.

How Businesses Are Charged for RCS Business Messaging

Businesses are charged based on the type of messages sent and the conversations that follow:

Charge per message type

Basic Message:

  • Character Limit: Up to 160 characters.
  • Cost: Rs. 0.17 per message.
  • Usage: Used for text-only messages that do not require rich media content.

Rich Message:

  • Character Limit: Between 161 and 2500 characters.
  • Cost: Rs. 0.22 per message.
  • Usage: Used for more detailed messages that may include rich media such as images, videos, or interactive elements.

Charge per conversation

  • Cost: Rs. 0.12 for the conversation
  • Duration: Each conversation window lasts for 24 hours from the user's response.
  • Usage:
    • Allows 6 business messages and 5 user messages exchange between the business and the user during this 24-hour window.
    • The conversation is charged at Rs. 0.12 after the business responds to the user's message.
    • Business can send pre-approved template message to the users during the conversation. In this case, each message will be charged at the messaging rate given above (Basic or Rich).

Business Rules for RBM Agents launched in India:

  • Agents can only send approved Template Messages to users unless the user start communication with the brand.
  • Once the user engages with the brand, non-template messages can be sent by the RBM Agent.
  • Opt-out options must be provided to users for unsubscribing from future messages.
  • Messages sent by agents must adhere to local regulations and privacy policies.
  • RBM Messages can only be sent during the hours of 10 am to 9 pm IST, seven days a week.
  • Each brand can send a maximum of four Application-to-Person (A2P) messages per user per month. Exceeding this limit will result in an error.
  • Brands can respond back to Person-to-Application (P2A) messages from users
  • Each time a user responds, brand is allowed to send 2 additional A2P messages.

Test Connection:

The test connector is an essential tool designed for validating and ensuring the proper functionality of your registered RCS (Rich Communication Services) sender and connection. This can be achieved via a web interface or through the EnableX API.

Web Interface:

  • Login to the EnableX web portal.
  • Navigate to the RCS testing section.
  • Enter the details of your registered RCS sender.
  • Send a test message to the safe listed mobile number.
  • Verify the delivery status and message receipt.

API Integration:

  • Authenticate your application using the EnableX API.
  • Use the API endpoints to send a test message from your registered RCS sender.
  • Monitor the API response for delivery status and any errors.
  • Validate the message receipt on the safe listed mobile number.
    • Turn on RCS chats in Google Messages
    • Depending on the RCS technology provider, you may also receive a Google tester invitation. If you receive this message, click Make me a tester. You will receive a confirmation message.
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