The Future of Customer Loyalty with Messaging Channels in 2025

In 2025, customer loyalty is no longer just about collecting points. It is about building meaningful, relevant, and interactive relationships. As mobile usage evolves and customers demand more personalized experiences, three messaging channels are standing out as key tools for engagement: RCS, Rich SMS, and WhatsApp Business.

These are no longer just communication tools - they are central to loyalty strategies. Here is what to expect and how to get ready.

RCS Messaging Unlocks a New Era of Loyalty

RCS (Rich Communication Services) is finally fulfilling its long-awaited promise. Already available on Android, it is now live on Apple devices with iOS 18. That means RCS is becoming a universal messaging standard in 2025.

RCS upgrades the traditional SMS into an immersive and interactive experience: think image carousels, clickable buttons, real-time delivery tracking, and geolocation - directly inside the phone’s native messaging app.

With LINK Mobility’s RCS campaign tools, brands can design rich messaging experiences that feel like mini websites.

Use cases include:

• Birthday notifications with personalized discounts

• Interactive loyalty quizzes

• One-tap access to private sales

• Real-time loyalty point updates

RCS is transforming loyalty campaigns from static updates into dynamic, branded customer journeys.

WhatsApp Business Powers Smarter Loyalty Experiences

WhatsApp Business continues to grow in 2025, especially in Europe. Already a go-to channel for customer service and post-sales communication, it is now central to loyalty engagement.

New features like sponsored messages, in-app payments, and AI-driven chatbots are redefining WhatsApp’s role in marketing.

Brands use WhatsApp to:

• Automate product recommendations

• Qualify customer inquiries

• Personalize 1-to-1 loyalty communications

The result: 24/7 support with a human-like, intelligent experience. In 2025, customers do not just want fast responses - they want relevant, personal ones. WhatsApp delivers on that expectation with immediacy and accuracy.

SMS Marketing Reinvents Itself

Is SMS still relevant in 2025? Absolutely!!!

While it lacks the visual richness of RCS or the flexibility of WhatsApp, SMS remains a trusted channel: immediate, universal, and effective without the need for internet access. It is ideal for urgent notifications or loyalty reminders. What is changing is the rise of Rich SMS.

This upgraded format combines traditional SMS with:

• Short personalized links

• Previews of visuals

• Action buttons (e.g. add to wallet, fill out a form, visit a landing page)

Rich SMS acts as a bridge to a more complete digital experience. When used strategically, it boosts engagement while keeping the simplicity of SMS.

What Customers Expect in 2025

Consumers are overloaded with generic messages. Loyalty in 2025 is about meaningful communication - on the right channel, at the right time, and with the right tone.

Customers want:

• Omnichannel journeys: Start on a website, ask questions via WhatsApp, get updates via SMS, and complete the purchase through RCS.

• Personalization: First name, preferred time to contact, purchase history, and location all help tailor each message.

• Interaction: Loyalty programs should feel like a conversation - supportive, helpful, surprising.

With the right automation and AI, loyalty can become a living, evolving experience for each customer.

How to Build a Future-Ready Loyalty Strategy

In 2025, brands - whether small businesses or enterprises - must think smarter, not bigger. Loyalty programs must go beyond mass emails or generic SMS. Here is how to stay ahead:

Use the Right Channel for Each Moment

• Rich SMS for timely offers or updates

• RCS for immersive campaign experiences

• WhatsApp for ongoing, personal support and service

Combine Automation with the Human Touch

AI chatbots and automation handle routine tasks efficiently. But human support still plays a key role for complex questions, emotional conversations, or disputes. A hybrid model delivers both efficiency and empathy.

Prepare for What Comes Next

The messaging space is evolving quickly.

Brands should start exploring:

• Loyalty wallets and mobile passes

• Voice commerce integrations

• Messaging connected to smart devices (cars, watches, voice assistants)

Customer loyalty is no longer just about rewards. It is about showing up with relevance, value, and support - on any channel the customer prefers.

Ready to Future-Proof Your Loyalty Program?

LINK Mobility helps businesses combine RCS, SMS, and WhatsApp to build real customer relationships. From setup to automation to optimization, we are ready to help you engage, retain, and grow your customer base.