RCS vs WhatsApp Business: finding the right messaging service
| July 3, 2025
Clearly Customer Service is no longer just about solving problems – but creating convenient, fast and personal experiences on the channels your customers already use. Wheter is getting support, receiving updates or asking quick questions, consumers expect brands to be just a tap away. At BeCloud Solutions, we specialise in empowering businesses with modern, cloud-based contact centre technologies, and two of the most powerful tools in our omnichannel suite are WhatsApp Business and the brand-new RCS (Rich Communication Services).
Both channels offer rich, mobile-first interactions, but they serve different needs and audiences. So, how do you choose the one that best fits your business? The answer isn’t one-size-fits-all. It’s about selecting the right tool for your customer service strategy. Sometimes, that means using both.
Let’s break it down, shall we?
WhatsApp Business
Building trust through a familiar, global channel
With over 2 billion users in 190+ countries WhatsApp Business is not just a messaging app. It’s a global communication standard. Your customers already use it daily to chat witrh friends and family. So why not meet them where they’re most comfortable? The WhatsApp Business channel is designed for medium to large businesses looking to engage customers at scale, while maintaining personalised, secure connections.
Channel’s key features
- Real-time communication: chat with customers through Meta-approved messages.
- Rich Content: send images, docs, voice notes, locations, videos and more.
- Interactive messages: use quick reply buttons, product catalogs, and appointment pickers.
- End-to-end encryption: keep conversations private and secure.
- Automation-ready: integrate bots and workflows. Create marketing campaigns.
Why choose WhatsApp Business?
If your customers are already on WhatsApp, using WhatsApp Business as support and notification channel can feel natural, convenient and trusted. Businesses in need of great two-way interactions – we’re thinking retail, or travel – can benefit from this Meta channel. The pre-approved Meta messages – needed for the service – allow for quick replies to FAQs, great marketing campaigns and overall offer a 24/7 support service. However, Meta’s messaging-policies can be a bit of an hussle if working on specific markets and sectors. That’s where RCS make the difference.
Rich Communication Services
Reinventing SMS
Imagine SMS but smarter, more engaging and interactive. That’s RCS, bringing app-like messaging experiences directly on the defauklt messaging app on android and ios devices. No need to download anything. Supported by major carriers and manufacturers (including Google), RCS is the natural evolution of SMS – and is growing fast. Expecially in regions where Android dominates.
Channel’s key features
- High-quailty images and videos: unlike WhatsApp, RCS has no need to compress images and the likes, keeping great quality.
- Richer content: carousels, docs, GIFs and more always at your disposal.
- Branding: the channel allows full customisation of the business page – logo, banners and colors to name a few – making it extrimely recognisable.
- CTAs and Buttons: they help create an immersive experience, guiding customers to featured servises.
- Fall-back: if an RCS is not supported by a phone, the fall-back into an SMS is automatic.
Why choose RCS?
While WhatsApp remains a powerful tool for customer communication, there are markets and use cases where offers unique advantages. As a native messaging solution for Android devices, RCS enables businesses to deliver rich, branded, and interactive experiences directly through the default SMS app. No need for downloads or third-party platforms. RCS is particularly effective for audiences that are Android-centric and for industries looking to engage users with visually immersive, app-like messaging – at scale. It transforms the simplicity of SMS into a dynamic customer engagement tool, supporting features like carousels, buttons, image sharing, and real-time updates.
For sectors like financial services or healthcare, where messaging needs to remain highly accessible, clear, and built into the mobile experience, RCS provides a seamless and secure channel – enhancing trust and visibility without compromising on functionality.
