What is a RCS/RBM agent ?

Question

What is a RCS/RBM agent ?

Applies To

• Rich Communication Services
• Messaging

Answer

An RCS Agent, also known as an RCS Sender Agent, is the digital identity that represents a brand in a customer’s RCS (Rich Communication Services) messaging experience. Similar to a Sender ID (like a short code or long code) in SMS, an RCS Agent provides an enhanced, branded interface where customers and brands can interact within the RCS messaging platform.

Unlike traditional SMS, an RCS Agent offers more than just a phone number; it includes rich elements like the brand’s name, logo, color scheme, and even verification status, which adds an additional layer of trust and authenticity to the communication. This agent appears directly in the consumer’s messaging inbox, showing alongside other SMS and RCS messages, helping the brand stand out in the customer’s conversation list.

An RCS Agent doesn’t generate messages or initiate conversations by itself but rather serves as the framework that hosts messages, media, and other interactive features. It holds and organizes all elements of the conversation—such as text, images, carousels, and quick reply buttons—providing a cohesive, engaging experience that allows consumers to interact seamlessly with the brand.

This branded, interactive approach helps businesses build stronger connections with customers, offering them an enriched communication experience beyond the limitations of standard SMS.