How METRO Germany Modernized Customer Messaging with LINK’s RCS-powered METRO Chat

Poor uptake on old communication channels

METRO Germany needed a modern messaging solution to replace its WhatsApp-based service and meet evolving customer expectations for fast, app-free digital communication. The goal was to create a branded, secure, and interactive mobile channel to distribute offers, brochures, and promotions without relying on third-party apps.

Creating METRO Chat with rich, native messaging

METRO partnered with LINK Mobility to launchMETRO Chat, anRCS (Rich Communication Services) channel fully integrated into the customer’s default messaging app.

LINK provided:

• The RCS channel and campaign management platform

• Full project execution and partner coordination with Google, Vodafone, Telekom, and O2 Telefónica

• Ongoing support for media-rich campaigns, including videos, brochures, carousels, and read receipts

• Integration with METRO’s CRM for targeting METRO customer cardholders

With iOS 18.1 adding Apple compatibility in 2024, METRO Chat now reaches nearly all smartphone users natively, bringing the power of rich messaging to their fingertips.

Stronger reach, seamless rollout, and future-ready messaging

METRO Chat successfully replaced WhatsApp as a more direct, secure, and scalable channel. RCS helped METRO deliver visually rich, branded content straight into customers’ messaging inboxes—no app install required.

📈 Highlights include:

• Full RCS rollout completed within a few weeks

• Higher open and conversion rates vs. email (early benchmarks)

• Verified business messaging (blue checkmark, official logo) enhances trust

• Launch-ready for all major German mobile networks and smartphone platforms