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CLX API to Push A2P RCS
With nearly 140 million users worldwide, RCS is formidable market, and is expected to exceed a billion users by 2019. In October, the GSMA noted the number of mobile operators currently offering RCS at 50, and one can expect this number to grow as well. Enterprises are leveraging A2P RCS (Rich Communications Service) for customer engagement, and finding great success. So, the bar is set high for this burgeoning space.
This week, CLX announced the arrival of what it calls the first global RCS messaging API with SMS fall-back. CLX is opening a limited beta trial in select countries allowing enterprises to take the A2P RCS for a test drive. The A2P market is on the rise, and a big reason why the space is projected to reach a valuation of $74 billion by 2021 is RCS.
TJ Thinakaran, COO at Callfire (News - Alert), one of the first CLX client CLX RCS API commented, “At Callfire we're excited to launch RCS into the US market and provide a rich customer experience with the advanced features RCS messaging brings. Deliverability being critical, it is important be able to manage a hybrid between RCS and SMS for the foreseeable future. CLX has done great job of making it easy for enterprises to use RCS without losing the reach of SMS.”
Enabling SMS fall-back ensures all messages are delivered, regardless is an RCS client isn’t installed on a device. And, in using RCS Universal Profile 2.0 enterprises gain the capability of sending videos and images with reply buttons that lead to further functions and menus. The RCS standard was developed with a focus on driving two-way interaction for a number of use cases.
Another benefit to implementing RCS for marketers are read/receipt notifications, which help in A/B testing and hone campaigns to ensure optimal engagement.
Rob Malcolm, VP of Marketing & Online Sales at CLX said “It's clear that RCS will drive the Enterprise messaging market forward in to a new era of customer service and engagement. Importantly it is now possible to include AI based enriched services such as chatbots in a native Mobile messaging channel.”
A2P messaging is a proven enterprise engagement tool. Add innovation in AI, chatbots and the like, and robust solutions await.
Does your company use SMS or RCS to engage customers?
Edited by Mandi Nowitz