RCS vs WhatsApp Business: finding the right messaging service
| July 3, 2025
BRIEFLY…
Want to boost your open rates and enhance your customer experience? Explore the power of WhatsApp Business and RCS messaging.
Two channels designed to deliver fast, personalised, and engaging customer interactions.
Discover feature, use cases and which solution best fits your business needs.
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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.
Why choose WhatsApp Business?
If your customers are already using WhatsApp – and chances are, they are – then adopting WhatsApp Business as a support and notification channel can feel like a natural extension of your customer experience. It’s convenient, familiar, and most importantly, trusted. For businesses that rely heavily on real-time, two-way communication – think retail, travel, or logistics – WhatsApp Business can become a game-changing asset in building meaningful, fast, and secure connections with customers.
Through pre-approved Meta message templates, businesses can send proactive updates, reminders, order confirmations, and promotional content directly to their customers’ phones. This opens the door to faster resolutions to common customer queries, more engaging marketing campaigns, and a seamless 24/7 support presence without relying solely on human agents. It’s a powerful tool for increasing customer satisfaction, reducing friction, and creating a more consistent experience across touchpoints.
However, it’s not without its challenges. Meta’s messaging policies – while designed to protect user experience – can introduce a layer of complexity, especially when navigating regional regulations or serving niche sectors where tailored communication is essential. Industries like finance, healthcare, or regulated e-commerce may find Meta’s approval process for templates and message use cases restrictive or time-consuming. That’s where RCS (Rich Communication Services) steps in as a compelling alternative or complementary channel.
Rich Communication Services
Smarter, engaging SMS evolution
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.
Why choose RCS?
While WhatsApp remains a powerful tool for customer communication, there are markets and use cases where offers unique advantages. RCS offers a native messaging experience directly within Android’s messaging app, supporting rich media, carousels, buttons, and verified business sender IDs – without requiring a third-party app like WhatsApp.
For markets where WhatsApp isn’t dominant or where greater flexibility and branding control is needed RCS provides a valuable opportunity to deliver personalised, interactive customer experiences without the hurdles of Meta’s approval processes. 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.
