Key Insight
Google RCS Business Messaging (RBM) is the enterprise version of RCS used by Indian businesses for branded campaigns. Complete guide covering how it works, requirements, verification, and how to get started in India.
When Indian businesses talk about "RCS messaging for marketing," they are specifically referring to Google RCS Business Messaging (RBM) — the enterprise version of RCS that allows brands to send verified, interactive messages to Android users.
This guide explains everything about Google RCS Business Messaging — how it differs from consumer RCS, the technical requirements, verification process, and how to get started in India.
What Is Google RCS Business Messaging?
Google RCS Business Messaging (RBM) is the API-based system that allows businesses — not individuals — to send rich, branded messages to Android users using the RCS standard.
Consumer RCS: Person-to-person messaging. You and your friend chat over RCS. No brand registration required. Google RCS Business Messaging: Business-to-consumer messaging. Your company sends branded campaigns to customers. Requires brand registration and carrier approval.The "Google" in the name refers to Google's role in managing the RCS Business Messaging platform and API. Google works with carriers (Jio, Airtel, Vi in India) to enable branded business messaging through Google Messages.
How Google RCS Business Messaging Works
Step 1 — Brand registration: Your company registers with Google's RCS Business Messaging platform via an approved RCS service provider (such as Scalify Labs). Step 2 — Carrier approval: Your brand and message templates are approved by Jio, Airtel, and Vi. Each carrier independently verifies your business legitimacy. Step 3 — DLT registration: In India, all bulk messaging must be registered on TRAI's Distributed Ledger Technology (DLT) portal. This is mandatory and carrier-enforced. Step 4 — Template approval: Each message template — including the text, image types, button labels, and CTA structure — is approved before use. Step 5 — Campaign execution: Approved campaigns are sent through the RCS Business Messaging API to Android users on verified carriers. Step 6 — Analytics: Delivery, read, and button interaction data are available through the RBM API.Key Features of Google RCS Business Messaging
Verified sender identity: Every RBM message displays:- Your registered business logo
- Your verified business display name
- A carrier-verified checkmark
- URL action (opens a website)
- Dial action (opens phone dialler)
- Map action (opens Google Maps)
- Calendar action (adds event to calendar)
- Share location (requests user location)
- Open app action (opens a specific app)
Requirements for Getting Started with RBM in India
To use Google RCS Business Messaging in India, you need:
- Valid business registration: GST certificate or company registration. TRAI mandates registered entities for business messaging.
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- DLT registration: Mandatory. Your business entity, brand name (sender header), and all message templates must be registered on the DLT portal.
- RCS service provider: You cannot access the RBM API directly without going through a Google-approved service provider. Scalify Labs is an RCS provider managing these campaigns for Indian businesses.
- Compliant message templates: Templates must adhere to TRAI regulations (no spam, accurate product claims, opt-out mechanism) and carrier content policies.
- Customer opt-in database: Compliant mobile number database with prior consent (enquiry forms, account registration, prior business relationship).
Google RBM vs WhatsApp Business API — Technical Comparison
| Factor | Google RBM | WhatsApp Business API |
|---|---|---|
| Delivery network | Carrier (Jio/Airtel/Vi) | Internet (WhatsApp servers) |
| App required | No (Google Messages default) | Yes (WhatsApp) |
| iPhone support | Yes (iOS 18+) | Yes |
| Brand verification | Carrier-certified | Meta-certified (green tick) |
| Message pricing (India) | Rs 0.18/message | Rs 0.82/conversation |
| Template approval | Yes (per carrier) | Yes (Meta) |
| Conversational | Yes (via webhook) | Yes (via webhook) |
| Analytics | Delivery, read, button taps | Delivery, read |
The Verification Process Timeline in India
This is the most important thing to plan for — RBM verification in India takes time:
| Step | Who | Timeline |
|---|---|---|
| DLT entity registration | Provider (you/Scalify Labs) | 2-5 business days |
| DLT template registration | Provider | 1-3 business days per template |
| Brand registration on RBM | Provider via Google | 5-10 business days |
| Carrier approval (Jio/Airtel/Vi) | Carriers independently | 5-7 business days each |
| Test campaign | Provider | 1-2 days |
| Total from start to first campaign | 10-20 business days |
Scalify Labs handles the entire verification process. You provide business details and approve templates — we manage all registrations.
How Google RBM Messages Are Displayed in India
When a verified RBM message arrives on a Jio or Airtel Android phone:
- The Google Messages notification shows the verified business name (not a phone number)
- Opening the thread shows the business logo prominently in the chat header
- The message appears with the business colour scheme and branding
- Buttons are displayed at the bottom of each message card
- The thread shows "This is a verified business account" indicator
Scaling RBM Campaigns in India
For large-scale RBM:
Volume limits: Google RBM has daily sending limits that scale with campaign history. New senders start with lower limits and scale up based on delivery rates and complaint rates. Multiple carriers simultaneously: Scalify Labs sends to all three major carriers (Jio, Airtel, Vi) in parallel — maximising reach. Rate limiting: RBM API has rate limits (messages per second) that must be managed. For campaigns of 1 lakh+ messages, scheduling over multiple hours ensures smooth delivery. A/B testing: Different message formats can be tested against the same audience segment to identify which creative performs better before full deployment.Frequently Asked Questions
Is Google RCS Business Messaging the same as RCS?
RCS is the technical standard (set by GSMA). Google RCS Business Messaging (RBM) is Google's specific implementation of that standard for enterprise use. When businesses talk about "RCS marketing," they mean RBM.
Does Google directly manage RBM in India?
Google provides the platform and API. Indian carriers (Jio, Airtel, Vi) operate the delivery network. TRAI sets the compliance framework. RCS providers like Scalify Labs connect businesses to the system.
Can a business access the RBM API directly?
Technically yes — but it requires significant technical setup, carrier agreements, DLT compliance, and Google verification. Most Indian businesses use a managed provider rather than direct API access.
What happens if a recipient blocks RCS messages from our business?
The recipient can block your business from the Google Messages thread. Future messages to that number will not be delivered via RCS — they would fall back to SMS (if configured).
Get started with Google RCS Business Messaging via Scalify Labs: Contact Us Related: Best RCS Provider India · RCS Full Form Guide Author: Arvind Gupta, Scalify Labs. Last updated: May 2026.
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