How RCS can solve the trust and customer experience tension

Since the dawn of the digital age, brands have been navigating the fine line between providing customers with immersive, engaging experiences while ensuring data privacy and security. 

While the dilemma isn't new, it has gotten more pronounced. As we become increasingly connected and consumer expectations evolve, brands need to better personalise interactions and improve customer engagement. At the same time, security apprehension has heightened as data breaches, scams, and cyber threats continue to make headlines in Australia. 

Enter Rich Communication Services (RCS), a powerful tool that not only facilitates dynamic, interactive communication but also ensures trust through its security features.

Behind the erosion of trust

Australians lost a staggering $119 million in the first four months of 2025 alone to scams, many of which originated from fraudulent calls and text messages. With scammers using increasingly sophisticated tactics, consumers are more cautious than ever about unsolicited texts and calls, especially those urging them to click on unfamiliar links.

This shift in consumer behaviour means that businesses need to rethink how they engage with their customers. The convenience of SMS or text marketing may no longer suffice when customers are constantly on high alert for potential fraud. For brands aiming to build long-lasting relationships with customers, establishing trust has never been more critical.

Bridging the gap

RCS is uniquely positioned to resolve the tension between immersive, personalised customer experiences and privacy concerns. 

Unlike traditional SMS, RCS allows brands to deliver rich, interactive messages. For example, the Rich Card feature introduces a new dimension of interaction by allowing brands to send media-rich messages that include images, videos, quick reply, and call-to-action buttons. Media-rich content captures attention and conveys information more effectively than plain text, making it an invaluable tool for brands, whether it's a promotional video or providing a visual guide. These cards can be tailored to fit the context of the conversation, providing your customers with a more engaging and immersive experience. 

Crucially, RCS's advanced features like message authentication and secure communication pathways enable businesses to create dynamic interactions while maintaining high standards of trust and security. 

One of the most notable features of RCS is its ability to verify the sender's identity. When a customer sees a message from a verified business, it instils confidence, as they know it's coming from a legitimate source, not a scammer. Brands are also able to tap into branded messaging to send messages directly from a verified number or branded profile, enhancing brand recognition and trust.

RCS supports end-to-end encryption, ensuring that sensitive information such as passwords, payment details, or personal data remain safe and protected from potential cyber threats.

RCS in the real world

A recent Twilio survey conducted at Mobile World Congress 2025 found that a significant 60% of respondents found RCS having an 'overwhelmingly positive' impact on their customer communications. 

In markets where RCS is available, many global brands have embraced RCS to improve customer engagement and loyalty. 

Recently, French telco Orange entered into a partnership with Twilio to scale the use of RCS Business Messaging, providing French and international businesses with a rich, interactive, and secure communications experience directly in their messaging app. Twilio has also partnered with Singtel to offer businesses in Singapore a platform to connect with their customers through secure and branded messaging, directly in their mobile inboxes.

With RCS, brands can explore a range of new use cases - such as making loyalty programs more convenient and rewarding for customers. By sending personalised messages that display a customer's current point balance and offering one-click redemption options, such as instantly applying a discount or claiming a reward without leaving the conversation, brands can not only simplify the redemption process but also enhance engagement through visually rich content and real-time updates.

Another powerful example lies in the gift card industry. Traditional email communications are often ignored by younger, tech-savvy generations that are mobile-first and prefer instant, interactive messaging. With RCS, brands can ensure guaranteed delivery of critical messages (such as gift card delivery and activation) to the recipient's mobile inbox. RCS offers a direct line to Gen Zs and Alpha, bypassing the clutter of email inboxes and other less effective communication channels.

The ability to track and measure interactions in real-time has proven invaluable for businesses looking to optimise their marketing strategies. These findings underscore RCS's potential as a game-changer for customer engagement, offering a win-win situation for both brands and consumers.

Soon to be available in Australia, RCS offers a path forward that meets the needs of today's digital-savvy, security-conscious consumers. RCS provides a solution to brands looking to offer dynamic, engaging communication while prioritising data privacy and fraud prevention. By getting ready to incorporate RCS's rich features and robust security into brand and communication strategies, brands can drive customer engagement, build trust, and ultimately enhance the customer experience.