Tyrus Emory
RCS Will Redraw Your Org Chart
2025
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If you're a B2B2C or B2C company without an RCS strategy, you're optimizing for the wrong future.
Most companies are still guessing. They build models that approximate what customers want because they can't just ask. That ends with RCS.
Rich Communication Services (RCS) isn't SMS with pictures: it's a two-way channel where you ask customers what they need and act on it. Carousels, surveys, rich media, programmatic responses. At scale.
Apple tried this with Business Chat. Clean interface, tight integration, full Apple ecosystem support. It didn't matter. Adoption stalled because it required users to be on iOS and businesses to adopt a walled-garden platform. Network effects never materialized.
RCS is different. It's carrier-level infrastructure, not a proprietary platform. T-Mobile, Verizon, AT&T — they're already deploying it. Android adopted it as default. Apple finally enabled it in iOS 18. It's not opt-in. It's the new standard for messaging, rolling out through the pipes that already exist.
Here's what breaks: your org chart assumes communication is broadcast and intelligence comes from inference. Marketing sends. Product guesses. Support reacts.
When you can ask directly and respond in real-time, those boundaries are fiction. The team that owns the conversation owns the relationship. The team that acts on answers owns growth.
The infrastructure you need isn't in your marketing stack — it's in your data warehouse. CRM enrichment. Clean attribution. Pipes that connect what customers say to what your product does.
AI agents are too brittle for this today. In two years, they won't be. Companies with clean data and real conversational infrastructure will run individualized communication at impossible scale.
The rest will still be A/B testing subject lines while CAC climbs.
Your site should already know who's visiting. Your product should be context-aware. Dynamic landing pages are table stakes now.
Are you building the pipes now or are you going to be scrambling later?
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v3.0