How to gather RCS marketing consent

RCS marketing consent follows the same regulatory foundation as SMS marketing consent. Businesses must obtain explicit, informed permission from recipients before sending promotional RCS messages. The key difference is not the consent model itself, but the increased visibility and verification requirements that come with RCS as a channel.

This article explains how to gather RCS marketing consent in a compliant and practical way, with clear guidance on opt-in principles, common collection methods, and regulatory considerations.

What RCS marketing consent means in practice

RCS marketing consent is permission from a recipient to receive promotional messages on their mobile number using RCS. Consent must be actively given, clearly documented, and limited to the purpose described at the time of opt-in.

As with SMS, RCS marketing consent requires an affirmative action from the user. Silence, inactivity, or pre-selected options do not qualify as valid consent. Recipients must also be able to withdraw consent easily at any time.

Core principles for gathering RCS marketing consent

RCS marketing consent is built on a small set of well-established principles that apply across markets and messaging channels. These principles help ensure that consent is valid, transparent, and defensible under applicable regulations.

Explicit opt-in

Recipients must actively choose to receive RCS marketing messages. Consent cannot be bundled into general terms and conditions or hidden behind pre-checked boxes. A clear action, such as checking a box or submitting a keyword, is required.

Informed consent

Consent must be based on clear information.

At the time of opt-in, recipients should understand:

• Who is sending the messages

• What type of messages will be sent, such as promotions or offers

• How often messages may be delivered

• How to opt out

This information should be presented in plain language and be easy to access later.

Verifiable consent records

Businesses must be able to demonstrate how consent was obtained. This includes keeping records of when, where, and how the opt-in occurred. These records are essential for meeting requirements under regulations such as GDPR and TCPA.

Easy opt-out

Recipients must be able to withdraw consent at any time. A simple opt-out option, such as replying “STOP”, should always be available. In RCS, this can also include buttons or menu-based actions within the conversation.

Common ways to collect RCS marketing consent

RCS marketing consent can be collected through several established channels. The same methods used for SMS can generally be applied to RCS, as long as the opt-in action is explicit and the consent language clearly covers marketing communication.

Regardless of the method used, the opt-in must be voluntary, traceable, and documented to support compliance with applicable regulations.

Legal and platform requirements to consider

Collecting RCS marketing consent must align with applicable local laws, regulations, and industry guidelines. While requirements vary by market, most frameworks focus on explicit opt-in, transparency, and user control.

Common regulatory and industry frameworks include:

• GDPR in the European Union

• TCPA and CTIA guidelines in the United States

• CASL in Canada

In addition to legal requirements, RCS operates as a verified messaging channel. Businesses must comply with carrier and platform rules, including sender verification, accurate brand information, and approved messaging use cases.

RCS marketing consent in a multi-channel setup

RCS marketing consent is often collected alongside SMS consent as part of a broader mobile messaging strategy. Consent language should clearly state that marketing messages may be delivered using RCS and, when needed, SMS.

In environments where RCS is not supported on a recipient’s device or network, messages may fall back to SMS delivery. This fallback does not change consent requirements. The consent must cover the marketing purpose itself.

Businesses should ensure that:

• Consent wording explicitly allows delivery via RCS and SMS

• Opt-out handling functions consistently across both channels

• Consent records reflect the use of fallback delivery

By accounting for SMS fallback during consent collection, businesses can ensure broader reach while maintaining compliant and transparent RCS marketing communication.

How LINK Mobility supports consent-based RCS messaging

LINK Mobility supports RCS and SMS through a unified messaging setup, allowing businesses to use the same mobile number-based consent records, opt-out handling, and delivery logic across channels. This makes it possible to manage RCS marketing consent alongside SMS.

LINK Mobility provides the technical framework for message delivery and channel selection.

Keeping RCS marketing consent compliant over time

RCS marketing consent should be reviewed on an ongoing basis. Changes to message content, frequency, or delivery setup may require updates to consent language or internal documentation.

Businesses should periodically:

• Review consent wording to ensure it reflects current messaging practices

• Confirm opt-out mechanisms continue to function across RCS and SMS

• Maintain accurate and accessible consent records

• Monitor changes in regulations or platform rules

Maintaining compliant RCS marketing consent over time helps ensure consistency, transparency, and alignment with both regulatory and platform expectations.