RCS Opt-Out Requirements and How to Stay Compliant

RCS Opt-Out Requirements and How to Stay Compliant

RCS (Rich Communication Services) is a powerful upgrade to traditional SMS. It allows brands to send branded, media-rich, and interactive messages to users’ default messaging apps. But with its capabilities comes the responsibility to respect user preferences and comply with regulations - especially around RCS opt-out.

In this blog, we cover what RCS opt-out means, how it works globally, and how your business can remain compliant while building trusted customer relationships.

What RCS Opt-Out Means

RCS opt-out gives recipients the ability to stop receiving business or marketing messages through RCS by replying with a command such as “STOP.” This mechanism mirrors the traditional SMS opt-out process and is essential for maintaining legal compliance and user trust.

Opt-out for RCS must be:

  • Free for the user

  • Clearly presented in every message

  • Processed immediately by the brand

  • Respected across all future messaging from that sender

RCS falls under the same consent rules as SMS. If a user has given valid consent to receive marketing messages via SMS, that same consent typically covers RCS - provided the purpose and scope remain the same.

You do not need to collect new consent for RCS if the user already agreed to receive SMS from you, and you are not changing the message purpose.

However, it is still your responsibility to clearly inform users about the channels and types of communication they may receive, and to provide an opt-out path for each.

RCS and GDPR Compliance

In the EU and many global markets, RCS messaging is subject to GDPR and national telecom rules.

That means:

  • Consent must be clear and explicit

  • Users must be informed about how their data is used

  • Opt-out must be simple and immediate

  • Consent logs must be kept, along with opt-out records

Whether your brand sends via SMS or RCS, the same rights apply to users - and the same responsibilities apply to you.

Local Variations in RCS Opt-Out Rules

Since RCS is still evolving, national rules may differ in detail, but the core expectations are clear: provide opt-out in every message and honor it immediately.

Here is a summary of RCS opt-out requirements across LINK Mobility’s key markets:

CountryRCS Opt-Out Rule
FranceRegarded like SMS. Must include a visible opt-out (e.g., “STOP”). Enforced by CNIL.
GermanyGDPR applies. Explicit consent required. Opt-out must be processed instantly.
United KingdomICO treats RCS under SMS-like rules. Opt-out required in every message.
United StatesRCS falls under TCPA and CTIA guidance. Immediate opt-out required. Consent logs must be kept.
ItalyRCS must include opt-out options in each campaign. Governed by GDPR and national rules.
SpainConsent and opt-out requirements match SMS. Must comply with GDPR and LSSI.
SwedenRCS is personal communication. Must include opt-out and follow IMY guidance.
NorwayTreated as SMS. Prior consent and free opt-out required. Regulated by the Consumer Authority.
DenmarkConsent must be documented. RCS messages must include a valid opt-out option.
FinlandRCS marketing requires clear opt-out. Enforced by Traficom under telecom rules.

Best Practices for RCS Opt-Out

To ensure trust, deliverability, and compliance, follow these global best practices when sending RCS messages:

  • ✔ Include Opt-Out in Every RCS Message

    Use clear, standardized text like: “Reply STOP to unsubscribe” or use the RCS quick-reply button format where supported.

  • ✔ Process Opt-Outs Immediately

    Do not delay opt-out actions. Update your contact lists in real time to avoid further sends.

  • ✔ Match SMS and RCS Opt-Out Policies

    If a user opts out of SMS, they should also be opted out of RCS (and vice versa) if consent was shared across both channels.

  • ✔ Keep Logs of Consent and Opt-Outs

    Maintain records to demonstrate your compliance with local data laws.

  • ✔ Clear Brand Identity

    Help users understand who is messaging them. Include brand names, logos, or verified sender IDs in all RCS communications.

Why RCS Opt-Out Matters

With richer messaging comes greater responsibility. RCS lets you build interactive, dynamic customer conversations - but only if the recipient chooses to receive them.

A smooth and respectful opt-out process:

  • Builds customer trust

  • Increases long-term engagement

  • Reduces spam complaints and blocks

  • Helps your campaigns stay compliant and deliverable

The ability to opt out is not a technical feature - it is a user right that reflects your brand’s commitment to responsible communication.

Did you find the article and topic interesting?

If you would like to explore the subject further, discuss ideas, or understand how it could apply to your business, we are here to continue the conversation.

LINK Mobility Group
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Email: info@linkmobility.com
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