Key Insight
RCS messaging in India is entering a growth phase — Apple iOS 18 adoption, Jio 5G expansion, AI-powered campaign personalisation, and video RCS are the four trends reshaping business messaging. Complete 2026 outlook for Indian businesses.
RCS messaging in India entered a new phase in 2024-2025. Apple added RCS support in iOS 18. Jio and Airtel expanded RCS infrastructure significantly. The GSMA reported India as one of the fastest-growing RCS markets globally.
For Indian businesses evaluating or already using RCS, these are the four trends that will define the channel through 2026 and beyond.
Trend 1: Apple iOS 18 Expands RCS Audience by 30%
Before September 2024, RCS was an Android-only channel in India. iPhone users received SMS fallback — plain text, no images, no buttons.
iOS 18 changed this. Apple added RCS support, bringing approximately 15-20 crore Indian iPhone users (on Jio, Airtel, Vi) into the RCS ecosystem.
What this means for businesses:- RCS campaign reach now covers 85-90% of all Indian smartphone users (Android + iPhone)
- iPhone users see slightly simplified RCS (Apple's implementation differs in some visual elements) but core features — images, buttons, branded sender — work
- The "Android-only" limitation that some businesses cited for avoiding RCS is now effectively resolved
Trend 2: Jio and Airtel 5G Expansion Improves RCS Delivery Reliability
RCS performs better on 4G and 5G networks than on 2G/3G — higher bandwidth means faster image loading and better carousel performance.
Jio has the most aggressive 5G rollout in India, with 5G now covering 99% of India's districts. Airtel 5G covers major metros and tier-1 cities comprehensively.
What this means for businesses:- RCS campaigns will see improved CTR as network quality improves — images and carousels load faster
- Rural RCS delivery reliability is improving as 4G/5G coverage expands
- RCS campaigns targeting semi-urban and rural audiences (which previously had lower engagement due to network issues) are becoming more viable
Trend 3: AI-Powered RCS Personalisation
The next evolution of RCS is not just sending rich messages — it is sending the right rich message to each recipient based on their behaviour, preferences, and purchase history.
AI-powered RCS personalisation means:
- Dynamic product carousels: The carousel each recipient sees is generated from their browse history or purchase behaviour — not a static product selection
- Predictive send time: AI determines the optimal time to send each individual message based on when that specific user typically engages
- Churn prediction: AI identifies customers showing signs of disengagement and triggers re-engagement RCS before they are lost
- Price sensitivity segmentation: Different offers shown to different segments based on purchase price history
Current state in India: Basic personalisation (name, product, location) is standard. Advanced AI-driven personalisation is beginning to emerge through integrations with CRM platforms and e-commerce systems. By 2027: AI-generated personalised RCS messages — where the content adapts to each recipient from a set of variables — will be the standard approach for large-scale campaigns.
Trend 4: Video RCS and Rich Animations
Current RCS supports images, GIFs, and static carousels. The RCS standard supports video — and video delivery within RCS messages is becoming more reliable as Indian 4G/5G coverage expands.
Video RCS use cases emerging in India:- Product demonstration videos in the message (watch the feature before clicking)
- Testimonial videos from past customers embedded in the RCS
- Real estate property walkthrough videos
- Restaurant and hotel atmosphere videos
Free Strategy Call
Launch Your Digital Marketing Career in 3 Months
Get a custom plan for your business — free 30-min session with Arvind.
Trend 5: RCS + Chatbot Integration (Conversational RCS)
Standard RCS is broadcast — one message to many, with button options. The next phase is conversational RCS — where clicking a button initiates a multi-step dialogue inside the message thread.
Example — Real estate RCS chatbot flow:- User receives launch invitation
- Taps "Book Site Visit"
- RCS bot asks: "Which configuration interests you? [2BHK] [3BHK] [4BHK]"
- User taps "3BHK"
- Bot shows: "Available time slots this weekend: [Saturday 10 AM] [Saturday 3 PM] [Sunday 11 AM]"
- User selects slot
- Confirmation message sent with location and parking details
Trend 6: RCS for B2B — LinkedIn Alternative for Mobile Outreach
While RCS is primarily B2C today, B2B RCS is emerging for certain use cases:
- Sales outreach: Verified branded RCS to procurement managers (replacing cold SMS)
- Invoice and payment reminders: Rich RCS with invoice PDF button and payment link
- Conference and webinar invitations: Event details with RSVP button
- Partnership proposals: Visual company portfolio carousel
RCS Market Statistics: India 2026
| Metric | Status |
|---|---|
| RCS-capable Android devices in India | 55-60 crore (and growing) |
| RCS-capable iPhones (post-iOS 18) | 15-20 crore |
| Total RCS-addressable audience | 70-80 crore devices |
| Indian carriers with full RCS | Jio, Airtel, Vi (3 of 4 major) |
| Annual RCS business message volume India | 8-12 billion (and growing 40% YoY) |
| Average RCS open rate (India) | 82-90% |
| Average RCS CTR (India, well-targeted campaigns) | 8-15% |
What Businesses Should Do Now
If you have not started RCS: The channel is now mature enough and affordable enough (Rs 0.18/message, 50,000 minimum) to pilot immediately. Start with your highest-intent use case — appointment reminders, abandoned cart recovery, or admission campaigns. If you are running RCS campaigns: Invest in personalisation and segmentation now. The businesses that build sophisticated RCS systems in 2025-2026 will have significant competitive advantage when AI-powered personalisation becomes standard. If you are in a visual-heavy industry (real estate, hospitality, furniture, auto): The video RCS wave is coming. Start experimenting with video content so you are ready when delivery reliability improves.Frequently Asked Questions
Will RCS eventually replace WhatsApp for business in India?
Unlikely in the short term — WhatsApp has 50+ crore active users in India and deep consumer familiarity. RCS and WhatsApp serve different functions: RCS is better for mass broadcast and transactional messaging; WhatsApp is better for conversational and high-intent B2C interactions. Both will coexist.
Is RCS investment safe given that WhatsApp is dominant?
Yes. RCS is carrier infrastructure — not dependent on a single company. It is the GSMA standard backed by Google, Apple, and all Indian carriers. It is not going away.
When will BSNL fully support RCS in India?
BSNL has been slower than Jio/Airtel/Vi in RCS deployment. Full BSNL RCS support is expected by 2026-2027 based on their infrastructure upgrade timeline. Most campaigns can exclude BSNL numbers (SMS fallback) without significant reach loss — BSNL has approximately 7-8% of Indian mobile subscribers.
Stay ahead of RCS trends — launch campaigns with Scalify Labs today: RCS Messaging Service Related: What is RCS Full Form · Best RCS Provider India Author: Arvind Gupta, Scalify Labs. Last updated: May 2026.
Scalify Labs · Ranchi, Jharkhand
Ready to grow your business with digital marketing?
Free 30-minute strategy session with Arvind — no commitment, no pitch, just a clear growth plan.
Founder, Scalify Labs
Founder of Scalify Labs · 17+ years in digital marketing · Ranchi, Jharkhand. Has helped 100+ Indian businesses build profitable digital marketing systems.