Key Insight
Apple added RCS support in iOS 18 — here is what it means for Indian businesses. RCS now works on both Android and iPhone, doubling your addressable market for rich messaging campaigns.
Apple Finally Supports RCS — Here''s Why It Changes Everything for Indian Businesses
For years, RCS had one major problem: it did not work on iPhones. That changed with iOS 18 in 2024. Apple officially adopted RCS — and the implications for businesses in India are significant.
What is Apple RCS Messaging?
Apple RCS messaging refers to the RCS (Rich Communication Services) support Apple added to iPhones starting with iOS 18. Previously, messages between Android and iPhone users defaulted to SMS/MMS. Now, with RCS, those conversations can include rich media, read receipts, and larger file sharing.
For consumers, it means better messaging between Android and iPhone users.
For businesses, it means RCS campaigns can now reach both Android and iPhone users — something that was impossible before October 2024.
How RCS Appears on iPhone
When a business sends you an RCS message on iPhone:
- It appears in the native Messages app — the same app used for iMessages and SMS
- RCS messages appear in green bubbles (distinct from blue iMessage bubbles)
- You see the business logo and verified sender name
- Interactive buttons and rich media display inline
- No app download required
Requirements for iPhone RCS:
- iOS 18 or later
- A carrier that supports RCS on iPhone (Jio, Airtel, and Vi are rolling out support)
- An active text messaging plan
What Changed for Businesses: The Market Size Doubled
Before Apple RCS: Businesses could run RCS campaigns only to Android users — approximately 95% of India''s smartphone market, but only ~65–70% globally.
After Apple RCS: RCS campaigns can reach Android AND iPhone users — covering nearly 100% of the modern smartphone market globally.
In India specifically, iPhone penetration is growing rapidly — particularly in urban markets like Delhi, Mumbai, Bangalore, Ranchi, and Jamshedpur among higher-income demographics. These are often the exact customers that premium businesses, hospitals, real estate developers, and financial institutions most want to reach.
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"With Apple''s official support for RCS, your brand can now connect with almost every mobile user worldwide." — Infobip
Apple RCS vs iMessage: What''s the Difference?
| Feature | iMessage (Apple) | RCS on iPhone | SMS on iPhone |
|---|---|---|---|
| Bubble color | Blue | Green | Green |
| Works between Apple users | Yes | Yes (with Android too) | Yes |
| End-to-end encrypted | Yes | No | No |
| Rich media | Yes | Yes | Limited |
| Business messaging | No | Yes (verified brands) | No |
| Internet required | Yes | Yes | No |
iMessage remains Apple''s premium encrypted messaging system for Apple-to-Apple communication. RCS fills the gap for Android-to-iPhone communication and for verified business messaging.
What Indian Businesses Should Do Now
If you are running RCS campaigns in India, here is what Apple''s support means practically:
- Expand your audience targeting — previously RCS-only Android campaigns can now include iPhone users in your database
- Test iPhone-specific messaging — Apple''s RCS implementation may render certain card formats slightly differently; test before full launch
- Prioritise verified sender setup — iPhone users seeing branded RCS for the first time will engage more with recognizable brand identities
Scalify Labs · Ranchi, Jharkhand
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Founder, Scalify Labs · 17+ years in digital marketing · Ranchi, Jharkhand
Arvind has helped 100+ Indian businesses build profitable digital marketing systems across Jharkhand and India. He writes about performance marketing, SEO, CRM automation, and AI tools.