Since its creation in 2009, WhatsApp has been one of the apps messaging service with the largest number of users in the global market. However, constant technological evolution and the demand for new functionalities have opened space for competitors seeking to take their place. In recent months, new messaging has emerged that, it seems, has the potential to be a game-changer.
A recent study by the consulting firm Omdia revealed an important change in the mobile messaging landscape. According to a report by Infobip, a global communications platform, message traffic using the Rich Communication Services (RCS) protocol will grow exponentially in the coming years. This increase projects a scenario where this technology becomes the main alternative to leading applications such as WhatsApp, challenging its hegemony in the world of instant messaging.
RCS Accelerated Growth
Research from consulting firm Omdia predicts that RCS traffic, both in application-to-person (A2P) and person-to-person (P2P) messages, will reach 6 billion by 2029.
WhatsApp’s dominance in instant messaging could be compromised after the appearance of a new application that has captured the attention of millions of users. | Foto: Getty Images
Charlotte Palfrey, senior analyst for messaging and advanced communications at Omdia, assures that “RCS offers important benefits to both companies and mobile operators.”
According to Palfrey, Businesses can significantly improve the messaging experience by using generative artificial intelligencewhich allows the creation of more personalized and effective campaigns, which can increase conversion rates.
“RCS represents the evolution of traditional SMS, allowing users and companies to send rich messages through data or Wi-Fi connections, using the standard SMS inbox,” the portal stated. mobility zone.
Apple adopts the RCS standard
One of the most significant moves that will drive the growth of RCS is Apple’s recent decision to adopt this standard. After years of pressure from Google, Apple has finally integrated the RCS protocolallowing its users to communicate through this system with Android devices. This change marks a milestone in interoperability between the world’s two largest mobile platforms.
A new messaging platform has reportedly started to gain popularity, raising questions about the future of WhatsApp as the preferred option globally. | Foto: Getty Images
Despite the benefits and projected growth of RCS, there is concern surrounding the safety of this technology. Apple has noted that, Unlike its own iMessage service, messages sent via RCS are not end-to-end encrypted. This means that, during the transmission of messages, a third party could access and read the content.
About how to avail this service, Apple mentioned that: “To use RCS, you must have iOS 18 and a text messaging plan from a carrier that supports RCS on iPhone. Contact your cell phone carrier for more information.”
