The RCS Timeline
2007: Introduction of the RCS Universal Protocol
In 2007, the GSM Association (GSMA) introduced the RCS Universal Protocol, aiming to enhance traditional SMS messaging with richer features like multimedia sharing, group chats, and read receipts for peer communication as well as business communication with cards, buttons, and quick replies. This initiative sought to provide a more interactive and versatile messaging experience across different mobile devices and networks.
2015: Google's Strategic Acquisition of Jibe Mobile
Google made a significant move in the RCS landscape by acquiring Jibe Mobile in 2015. This acquisition provided Google with the foundational technology that would eventually become the backbone of the RCS ecosystem. However, despite having this crucial technology, the initial years were marked by challenges in coordinating the various stakeholders toward a unified vision for RCS implementation.
The path forward proved complex, with various industry players initially pursuing independent strategies. Major U.S. carriers (AT&T, T-Mobile, and Verizon) attempted to advance RCS through their own joint venture, while Samsung developed a separate implementation. Eventually, these fragmented efforts converged as carriers and manufacturers aligned with Google's approach, with Samsung ultimately adopting Messages by Google as its default messaging application in the U.S. market.
2017: RCS Business Messaging Takes Shape
Google launched the RCS Business Messaging (RBM) Early Access Program, partnering with select businesses and carriers to pilot enhanced messaging capabilities. During this phase, businesses began exploring RCS-based messaging as a new channel for customer engagement. The platform introduced support for rich media features, including interactive carousels, high-quality images and videos, quick replies, and suggested actions, setting the foundation for more dynamic business-to-consumer communication.
2019: Google's Support for RCS on Android Grows
Google collaborates with more carriers globally, increasing RBM reach. Brands use RBM for use cases like booking confirmations, customer support, and promotional campaigns. Verified business profiles are introduced to ensure security and trust in RBM.
2022: EU Digital Markets Act Influences Messaging Interoperability
The European Union's Digital Markets Act (DMA) came into effect, introducing regulations that would significantly impact the messaging landscape. While not directly mandating RCS adoption, the DMA's requirements for major platform interoperability created a regulatory environment that encouraged standardized messaging protocols. The Act required "gatekeeper" platforms to enable interoperability with other messaging services, indirectly supporting the case for universal messaging standards like RCS. This regulatory framework helped pave the way for broader industry adoption of interoperable messaging solutions.
This eventually led to Apple adopting RCS in good faith in 2024, similar to how Apple switched from lighting chargers to USB-C chargers to avoid regulatory issues in the EU and how that led to the release of iPhones worldwide with the USB-C port.
June 2024: Apple's Announcement of RCS Support
In June 2024, during the Worldwide Developers Conference (WWDC), Apple announced that it would add support for RCS in the Messages app with the release of iOS 18. This move aimed to improve messaging interoperability between iPhone and Android users, addressing long-standing compatibility issues.
October 2024: Release of iOS 18.1 with RCS Support
On October 28, 2024, Apple released iOS 18.1, which included support for RCS business messaging, allowing iPhone users to communicate with businesses using RCS features like rich cards, interactive buttons, and media sharing.
June 2025: Full Carrier Support for RCS in the U.S.
By June 2025, all major U.S. carriers are expected to fully implement support for RCS, ensuring a seamless and feature-rich messaging experience across different networks and devices. This widespread adoption will mark the culmination of efforts to establish RCS as a universal standard for messaging.
This timeline highlights the collaborative efforts of industry stakeholders to enhance messaging services, ultimately providing users with a more integrated and enriched communication experience.