What Is RCS Chat and When to Use Conversational Messaging

RCS chat is changing the way businesses communicate - bringing app-like conversations directly to the default messaging app on mobile phones. With RCS Business Messaging (RBM), brands can now offer rich, interactive, and branded messaging experiences that go far beyond traditional SMS.

One of the most powerful formats in this space is the Conversational RCS message. It unlocks two-way customer journeys - from guided shopping to real-time support - without ever leaving the chat window. In this blog, we explore what makes RCS chat so effective and how to use the Conversational message type to engage customers and drive results.

What Is RCS Chat?

RCS chat (Rich Communication Services chat) is the evolution of SMS, delivering a native, enriched messaging experience through supported native mobile messaging apps.

RCS chat enables:

• Branded sender names

• Rich media (images, videos, GIFs)

• Action buttons and suggested replies

• Read receipts and delivery tracking

• Two-way, interactive sessions

RCS chat eliminates the need for third-party apps and helps businesses communicate in a format that feels natural to today’s mobile users.

Types of RCS Business Messages

RCS is not a one-size-fits-all solution. The power of RCS lies in its flexibility - giving you multiple ways to communicate based on your business goal and customer intent. Whether you are sending a simple update, showcasing a product, or handling support inquiries, choosing the right message format makes all the difference.

At LINK Mobility, we help businesses unlock the full potential of RCS Business Messaging through three key message types:

While Basic and Single messages work well for notifications and promotions, Conversational RCS is ideal for businesses looking to move beyond one-way updates and create real-time, two-way engagement through RCS chat.

What Makes Conversational RCS Chat Unique?

As customer expectations shift toward immediacy and interactivity, businesses need messaging tools that support real-time engagement - not just one-off blasts. This is where Conversational RCS chat stands out. It goes beyond traditional formats by enabling a true back-and-forth experience within the native messaging app.

Conversational messages allow for ongoing dialogue between the brand and the customer, typically within a 24-hour session.

Unlike static formats, this type of RCS chat enables:

• Multiple messages in one session

• Interactive flows with branching logic

• Real-time replies and updates

• Support for media, buttons, and quick replies

Whether you are automating customer service or offering dynamic product recommendations, Conversational RCS gives you the flexibility to guide and respond in real time - creating a more personalized and helpful customer journey.

LINK Mobility Helps You Get the Most from RCS Chat

RCS chat is more than a feature - it is a strategy. At LINK Mobility, we guide you through every stage of your RCS journey, from setup and compliance to campaign execution and reporting.

As a two-time winner of the Juniper Research Platinum Award for Best RCS Business Messaging Solution in Europe, LINK is trusted by thousands of European businesses for our innovation, local expertise, and proven results. Whether you are launching your first conversational campaign or scaling to multiple markets, we are ready to support your goals.

The Future of Business Messaging Is Conversational

RCS chat empowers your brand to build stronger customer relationships through richer, more interactive communication. With the Conversational message type, you can transform messaging into a channel for real engagement - not just updates.