RCS: The Future of SMS – is your business ready for RCS?

What exactly is RCS?

RCS stands for Rich Communication Services. It works directly within the phone’s existing messaging app, but instead of just 160 characters of plain text, RCS gives you access to visual, interactive features with up to 3,072 characters.

It allows you to:

Send images, videos, and audio files directly in the thread.

Add “Call-to-Action” buttons such as “Buy Now,” “Book Appointment,” or “Get Directions.”

Create carousels, allowing customers to swipe through product images directly in the message.

Display your business name, logo, and a “verified” badge, creating instant trust and recognition.

Share (live) locations and calendar events.

See when the recipient has read your message or is typing back.

Create group messages with multiple recipients in one thread.

Conduct more vibrant, chat-like conversations with your customers.

Measure clicks, views, and interactions in real-time to optimize campaigns.

In this way, RCS makes it possible to deliver tailored, personalized messages directly in the recipient’s existing messaging app via Wi-Fi or mobile data. You can use your data to recommend relevant products and guide the customer further along the buying journey—all within a single thread.

Status in Denmark and the Nordics: How far have we come?

Although the technology is widespread globally, the rollout in Denmark is currently in full swing. Here is the current overview (as of January 2026):

Denmark: Support is growing. While the carrier “3” has been a frontrunner, major players like Norlys, Telenor, and Nuuday are expected to follow suit during the autumn of 2026. It is also expected that iOS devices in Denmark will receive full support during the same period.

The Nordics: Sweden is the frontrunner with approximately 30% coverage, followed by Norway at approximately 20%. This makes RCS particularly relevant for companies with a Nordic customer base.

The clever part about RCS? If the recipient does not have a phone that supports the format, the system uses SMS as an automatic “fallback.” This ensures your message always reaches its destination—either as a rich RCS experience or as a classic SMS.

Why should your business consider RCS now?

Data from inMobile shows that recipients are 35 times more likely to read an RCS message than an email, and 74% are more likely to engage with a brand through RCS.

Here are three reasons to start now:

Competitive advantage: Very few Danish companies are utilizing the format yet. You can stand out in the inbox right now.

Higher conversion: With buttons and product feeds inside the message, friction in the buying journey is minimized. The customer doesn’t have to leave the messaging app to make a purchase.

Measurable data: Unlike standard SMS, RCS provides deep insights into read receipts, click rates, and real-time interactions.

How to get started

The most important thing right now is preparation, so you are ready when the rollout truly takes off across the Nordics. This means ensuring your SMS permissions are in order and starting lead generation now.

Three quick tips:

Manage your permissions: RCS requires the same consent as SMS.

Think visually: Start considering how your products are best presented in short videos or carousels.

Test small: You don’t have to wait for 100% of the market to be ready. Use RCS as a test channel for selected campaigns and see the difference in engagement compared to standard SMS.

Are you curious about how RCS can be integrated into your digital strategy?

At Iternum Digital, we help you implement RCS into your marketing mix and develop a preparatory lead generation strategy, ensuring you stay one step ahead of the competition. Feel free to write or call and we can have a chat about how we can help.

Nana Kristensen

Social Media & E-mail Marketing Consultant

info@iternumdigital.com

+4532121100

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