The best RCS solution for marketing and customer engagement

As mobile messaging becomes more central to marketing and customer engagement, brands are increasingly looking beyond text-only communication. RCS introduces richer formats and two-way interaction without requiring customers to install additional apps.

Rich Communication Services (RCS) is an evolution of SMS that enables branded, interactive messaging experiences directly within the native mobile messaging app.

While adoption is growing, many organizations still struggle to use RCS as a consistent and measurable marketing channel. Campaigns can be difficult to design, performance is not always easy to evaluate, and RCS is often treated as an experiment rather than a repeatable part of the marketing mix.

Industry recognition offers a useful reference point. Juniper Research has awarded LINK Mobility Gold for Best RCS Monetization Solution, highlighting MyLINK Studio and its Multichannel API for their structured approach to RCS and campaign measurement.

What is an RCS monetization solution?

An RCS monetization solution supports brands in using Rich Communication Services as a structured RCS marketing solution, rather than as a message delivery channel alone. It provides the tools needed to design interactive messaging experiences, manage campaigns at scale, and evaluate how customers engage with content inside the mobile inbox.

Rather than treating RCS as a standalone format, a monetization solution helps integrate it into existing marketing workflows and commercial objectives.

In practice, an RCS monetization solution enables brands to:

• Create interactive RCS messages using images, carousels, buttons, and quick replies

• Run two-way messaging campaigns that allow customers to respond and act

• Measure engagement and interaction at the campaign level

• Adjust content and flows based on observed performance

• Connect messaging activity to broader marketing and revenue initiatives

In simple terms, an RCS monetization solution helps brands:

• Design interactive mobile messaging campaigns

• Engage customers through two-way communication

• Measure campaign performance consistently

• Connect messaging activity to business outcomes

Without this structure, RCS campaigns often remain limited in scope and difficult to scale consistently.

Why MyLINK Studio was recognized for RCS monetization

Recognition from Juniper Research reflects how MyLINK Studio supports RCS as a practical and measurable marketing channel rather than a standalone messaging format.

MyLINK Studio brings campaign creation, delivery, performance tracking, and system integration into a single environment. This allows teams to manage RCS activity with clearer structure and oversight throughout the campaign lifecycle.

Capabilities behind the recognition

Juniper Research’s recognition reflects a combination of practical capabilities that support RCS campaigns from setup through evaluation. These capabilities focus on usability, measurement, and integration rather than isolated features.

• Accessible campaign creation: marketers can design RCS campaigns using images, carousels, videos, buttons, and much more through a no-code interface.

• Campaign-level measurement: built-in analytics provide visibility into engagement and interaction, allowing teams to review performance during and after campaigns.

• Integration with existing platforms: connections to CRM systems such as Adobe Campaign support coordinated targeting and messaging aligned with broader customer journeys.

• Support for transaction-driven interactions: payment functionality with MyLINK Payment also enables customers to complete actions directly within the messaging experience.

• Scalable campaign management: the platform supports repeated and large-scale campaigns without requiring custom development for each launch.

These capabilities were part of the broader assessment behind Juniper Research’s decision to award LINK Mobility Gold for Best RCS Monetization Solution.

How brands use MyLINK Studio in practice

Brands use MyLINK Studio to manage RCS as part of their broader marketing and customer engagement efforts rather than treating it as a one-off channel. The platform supports repeatable campaign structures that can be adapted across markets, audiences, and use cases. Studio also allows brands to establish an automated SMS fallback solution if RCS messages become undeliverable, ensuring that a brand's complete audience still receives their message.

By centralizing campaign creation, performance tracking, and system integration, teams can plan and execute RCS activity with clearer coordination and fewer manual steps.

Common RCS use cases

• Promotional campaigns and product launches

• Seasonal and event-based marketing activity

• Customer reactivation and retention initiatives

• Guided product discovery within the messaging inbox

• Conversion-focused journeys, including payments

These use cases allow brands to test, refine, and reuse campaign components while maintaining consistency across RCS activity.

Results observed from live RCS campaigns

The impact of MyLINK Studio can be assessed through live campaign activity at enterprise scale, where RCS has been used as part of time-sensitive and high-volume marketing initiatives.

One example is French retailer Boulanger, which used MyLINK Studio to support RCS campaigns during the Black Friday period. The campaigns were evaluated based on customer interaction and engagement patterns.

Campaign results

Higher response rates

RCS campaigns recorded response activity of up to 17% during the campaign period.

Improved customer satisfaction

Customer feedback indicated a more positive experience with RCS than with traditional SMS messaging.

Lower unsubscribe rates

Fewer customers opted out of messaging compared with previous SMS campaigns.

These observations illustrate how RCS, when planned and executed within a structured campaign framework, can support both customer engagement and commercial objectives.

Evaluating RCS campaign performance in marketing

RCS campaigns are typically evaluated using a broader set of indicators than traditional messaging. Rather than focusing solely on delivery, brands review how customers interact with content and how campaigns perform throughout their lifecycle.

Evaluation often looks at how different message elements perform, how users move through interactive flows, and how campaigns compare with previous messaging formats.

RCS message performance commonly reviewed

These performance areas help teams understand how RCS campaigns behave in practice and support more informed planning for future activity.

The role of RCS monetization for brands

Customer expectations for mobile communication continue to change. One-way messaging formats such as SMS are effective for notifications, but they offer limited interaction when compared with richer messaging experiences.

RCS allows brands to present content, options, and actions directly within the mobile inbox. This creates opportunities for more structured engagement without requiring customers to download or switch to another application.

From a business perspective, RCS monetization focuses on connecting these interactions to measurable outcomes. Rather than treating rich messaging as an isolated experiment, brands can use RCS to support campaigns that are planned, evaluated, and refined over time.

When used as part of a broader marketing strategy, RCS can complement existing channels by offering:

• Rich, visual communication within the native messaging environment

• Two-way interaction that supports guided customer journeys

• Clear performance data tied to campaign activity

This positions RCS as a practical extension of mobile messaging rather than a replacement for existing channels.

Using RCS as a long-term marketing capability

RCS delivers the most value when it is treated as an ongoing capability rather than a one-time campaign format. This means planning for reuse, consistent design standards, and regular performance review as part of normal marketing operations.

Brands that adopt RCS over time often focus on building repeatable campaign structures, refining interactive elements based on performance, and aligning RCS activity with broader customer journeys across channels.

MyLINK Studio supports this approach by allowing teams to reuse campaign components, adjust content without rebuilding campaigns, and integrate RCS activity with existing systems and workflows.

By managing RCS in a structured way, brands can gradually expand how and where rich messaging is used, while maintaining control over execution, measurement, and optimization as adoption continues to grow.

Bringing structure to RCS marketing

RCS offers brands new ways to engage customers through richer and more interactive mobile messaging within the native inbox. To use it effectively, however, it needs to be supported by the right tools, processes, and measurements.

MyLINK Studio provides a structured approach to RCS marketing by combining campaign creation, analytics, system integration, and transaction support within a single platform. This allows brands to move beyond isolated experiments and manage RCS as a repeatable and measurable part of their marketing and customer engagement strategy.

As RCS adoption continues to expand across markets, having a clear framework in place helps brands evaluate performance, refine campaigns, and integrate rich messaging into their broader communication mix over time.