Key Insight
A financial services company was spending ₹90,000 per lakh messages on WhatsApp API. After switching to RCS Messaging + OBD Voice with Scalify Labs, the same reach cost ₹16,000 — an 80% saving. Full case study with real numbers.
A financial services company in India was doing everything right on paper.
Large customer base. Active outbound communication. WhatsApp API set up and running. Regular broadcasts for EMI reminders, new product announcements, and policy renewals.
But every month, the messaging bill was eating into their budget. ₹0.90 per message. Lakhs of customers. The math was brutal.
Send 1 lakh messages — pay ₹90,000. Send twice a month — pay ₹1,80,000. Just on messaging.
When they came to Scalify Labs, the ask was simple: is there a smarter way to reach our customers at scale without this cost?
The answer changed how they think about mass communication entirely.
The Real Problem With WhatsApp at Scale
WhatsApp API is excellent for conversational marketing — two-way chats, lead nurturing, sales follow-up. It is built for 1-to-1 or small group communication.
But for mass outbound broadcasts — reaching 50,000 to 5,00,000 customers with an EMI reminder, a new loan offer, or a policy renewal notice — WhatsApp API is one of the most expensive channels available in India.
At ₹0.90 per message, a company broadcasting to 1 lakh customers spends ₹90,000 per campaign. Run 4 campaigns a month and that is ₹3,60,000 — just on message delivery.
For financial services companies, NBFCs, insurance providers, and any business with a large customer database, this cost is unsustainable at scale.
What We Recommended: RCS Messaging + OBD Voice
We proposed a two-channel outbound stack that replaced high-cost WhatsApp broadcasts while adding capabilities WhatsApp does not even offer.
Channel 1 — RCS Messaging (Rich Communication Services)
RCS is the next generation of SMS — but it sits in the customer's default messaging inbox (not a separate app), supports rich media, and costs a fraction of WhatsApp.
What RCS can send:- Full-colour images and promotional banners
- PDF documents — loan statements, policy documents, product brochures
- Brand videos embedded directly in the message
- Clickable buttons with CTA (Apply Now, Call Us, Visit Website)
- Multi-card carousels showing multiple products at once
- Smart automation — trigger follow-up based on button taps
| Channel | Cost Per Message | 1 Lakh Messages | You Save |
|---|---|---|---|
| WhatsApp API | ₹0.90 | ₹90,000 | — |
| RCS (50k volume) | ₹0.18 | ₹18,000 | ₹72,000 |
| RCS (1L volume) | ₹0.16 | ₹16,000 | ₹74,000 |
Channel 2 — OBD Voice Call Broadcasting
OBD (Outbound Dialling) sends a pre-recorded AI voice message to thousands of numbers simultaneously. It does not require any app. It works on any mobile or landline number.
- 15-second call: ₹0.13 per connected call
- 30-second call: ₹0.25 per connected call
The Strategy: OBD + RCS as a Combined Stack
The most powerful configuration is not one channel or the other — it is both working in sequence.
How the combined flow works:```
Step 1: OBD Voice Call sent to full database
→ Creates instant awareness ("Your EMI is due on 5th June")
Step 2: Customer hangs up or listens
→ RCS message triggered automatically within minutes
Step 3: RCS message lands in inbox
→ Rich branded content: payment link, PDF statement, CTA button
Step 4: Customer taps "Pay Now" or calls back
→ Lead/action captured
```
The OBD call creates the awareness. The RCS message in the inbox drives the action. Together, they replicate what WhatsApp was doing — but at a fraction of the cost.
What Happened After Implementation
Horizon Financial Services (name changed) — a mid-sized financial services firm managing a customer base of several lakhs — implemented this stack in one monthly cycle.Free Strategy Call
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- Monthly broadcast budget: ₹1,80,000+ for 2 lakh messages
- No rich media delivery capability
- Single channel dependency
- No voice touchpoint
- Same 2 lakh customer reach
- RCS cost: ₹32,000 (2 × 1 lakh messages at ₹0.16/msg)
- OBD cost for 15-second reminder calls: ₹26,000 (2 lakh calls at ₹0.13/call)
- Total broadcast spend: ₹58,000 — vs ₹1,80,000 earlier
- Monthly saving: ₹1,22,000
- Added capability: rich media, PDF delivery, video broadcast, automation triggers
The monthly managed service (₹5,000 for OBD + ₹7,500 for RCS = ₹12,500/month) handled 4 broadcasts per channel, creative design, script-to-voice conversion, and delivery reports.
Who Else Should Be Using This Stack
Any business that sends high-volume outbound messages is overpaying if they are using only WhatsApp API or SMS.
| Industry | Use Case | Why RCS + OBD Works |
|---|---|---|
| NBFCs & Lending | EMI reminders, loan offers, collection | OBD reminder + RCS payment link = 2-step conversion |
| Insurance | Premium due, policy renewal, new products | Rich PDF policy docs via RCS, voice alert via OBD |
| Real Estate | New launch announcements, site visit invites | Video of project via RCS, OBD call to announce |
| E-commerce | Order updates, offers, festive campaigns | Rich image + CTA button via RCS |
| Healthcare | Appointment reminders, test reports ready | OBD reminder + RCS with report link |
| Education | Fee reminders, exam schedules, new batch alerts | OBD call + RCS with schedule PDF |
| Retail Chains | Loyalty points, new store launch, sale offers | RCS product carousel + OBD announcement |
The common thread: any business with a database of 50,000+ customers that currently communicates via WhatsApp API, SMS, or OBD alone.
Setting It Up: What the Process Looks Like
The full setup from approval to first broadcast takes 7 working days:
| Day | What Happens |
|---|---|
| Day 1 | Proposal confirmed, brand KYC and sender name submitted |
| Day 1–2 | RCS brand verification initiated, OBD CLI number allocated |
| Day 2–5 | Operator-level registration completed (TRAI compliant) |
| Day 5–6 | Test broadcast on both channels — client approval |
| Day 7 | First full mass broadcast live |
After setup, the ongoing investment is:
- OBD management: ₹5,000/month (4 broadcasts, script-to-voice, delivery reports)
- RCS management: ₹7,500/month (4 broadcasts, creative design, PDF/video setup, automation)
Message volume is billed separately at actuals — minimum 50,000 messages for RCS.
RCS vs WhatsApp vs SMS — The Full Comparison
| Feature | SMS | WhatsApp API | RCS |
|---|---|---|---|
| Rich images | No | Yes | Yes |
| Videos | No | Yes | Yes |
| PDF delivery | No | Yes | Yes |
| Clickable buttons | No | Yes | Yes |
| Inbox storage | Yes | Yes | Yes |
| App required | No | Yes (WhatsApp) | No |
| Cost per message | ₹0.10–₹0.20 | ₹0.90 | ₹0.16–₹0.18 |
| TRAI compliant | Yes | Partial | Yes |
| Best for | Simple alerts | Conversations | Mass rich broadcast |
RCS sits exactly where the gap was — rich media capabilities like WhatsApp, but at near-SMS pricing and without the app dependency.
Frequently Asked Questions
Do customers need to download anything to receive RCS messages?No. RCS messages land in the native SMS/Messages app on Android phones — no download required. On iPhones, RCS delivery falls back to SMS automatically, so reach is not lost. Android holds 94%+ of the Indian smartphone market, meaning RCS reaches the vast majority of your database natively.
Is RCS messaging TRAI-compliant in India?Yes. RCS messages are delivered through telecom operators under TRAI's Distributed Ledger Technology (DLT) framework — same as SMS. Sender ID registration and brand verification are mandatory steps before go-live, which is why the 7-day setup process exists.
Can we keep our WhatsApp API for conversations and add RCS just for broadcasts?Absolutely — this is the recommended configuration. WhatsApp API handles inbound conversations and lead nurturing (where the ₹0.90/message cost is justified by higher conversion intent). RCS handles mass outbound broadcasts where cost-per-reach matters most.
What is the minimum volume for RCS?Minimum 50,000 messages per broadcast. For OBD, there is no strict minimum — even 10,000 calls can be run. Businesses with databases under 50,000 contacts are better served by WhatsApp API for the time being.
How does OBD perform compared to a human calling team?A human agent can make 50–80 calls per day. An OBD system can broadcast to 1 lakh numbers in the same day. For reminders and announcements — where the message is standard — OBD is significantly more efficient. For high-value sales calls requiring objection handling, human agents still outperform.
What kind of reporting is available?Post-broadcast reports cover: total messages sent, delivered, failed, opened (RCS only), and button taps/clicks. OBD reports cover: total calls attempted, connected, call duration distribution. This data helps optimise future broadcast timing and content.
Scalify Labs sets up and manages RCS Messaging and OBD Voice Call campaigns for businesses across India. If your company sends 50,000+ messages per month on WhatsApp API, there is a strong case for switching at least your broadcast volume to RCS. Talk to us and we will run the numbers for your specific database size. Related: RCS Messaging Service · WhatsApp Marketing Agency · OBD Voice Broadcasting
Scalify Labs · Ranchi, Jharkhand
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Founder, Scalify Labs
Founder of Scalify Labs · 17+ years in digital marketing · Ranchi, Jharkhand. Has helped 100+ Indian businesses build profitable digital marketing systems.