RCS Compliance: What Marketers Need to Know About Rules, Consent, and Delivery
As we conclude 2025, the messaging landscape has undergone a seismic shift. With Apple’s full integration of RCS on iOS and the maturation of carrier-led verification, RCS compliance has moved from a technical footnote to a mandatory strategic framework for B2B marketers.
Rich Communication Services (RCS) offers a visually stunning, app-like experience within the native mobile inbox. However, this premium real estate comes with a higher level of scrutiny. Because RCS is a “Verified” channel, carriers and platform providers (like Google and Apple) have established rigorous standards to ensure the medium remains free of the spam and “smishing” that have occasionally plagued traditional SMS. For the B2B marketer, understanding these rules is the only way to protect sender reputation and ensure high delivery rates.
The Core Pillars of RCS Compliance
To ensure your messages reach the inbox and your brand remains in good standing, you must master the four core pillars of the RCS ecosystem.
1. Verified Sender Identity (The “Verified” Badge)
Unlike SMS, where a message arrives from a random 10-digit long code (10DLC) or a short code, RCS features a “Verified Agent” profile.
- The Registration Requirement: You must register your Brand Name, Logo, and Website with an aggregator or carrier-approved platform.
- The Trust Factor: Carriers vet your business identity to ensure you are a legitimate legal entity. This verification process is what triggers the “Checkmark” badge in the user’s inbox. Failing to maintain a consistent brand identity across your registration and your message content can lead to a suspension of your sender rights.
2. Express Written Consent and Opt-In Expectations
In the B2B world, marketers often lean on “implied consent”, the idea that because someone is a client or shared a business card, they are open to all forms of communication. Under RCS compliance guidelines (and TCPA/CTIA regulations), this is a dangerous assumption.
- Specific Consent: You must have clear, verifiable proof that the user agreed to receive mobile messages specifically.
- The Audit Trail: Carriers can, and often do, request “Proof of Opt-In” if your spam report rates spike. This audit trail must include the timestamp, the source (e.g., a specific web form), and the exact language the user agreed to.
3. Data Handling and Privacy Disclosures
Because RCS can transmit high-resolution media, interactive carousels, and even location data, privacy expectations are heightened.
- The Privacy Link: Your RCS Agent profile must link directly to a functional Privacy Policy.
- The Non-Sharing Rule: Most carrier frameworks now strictly forbid the sharing or selling of mobile opt-in data to third parties. Your privacy policy should explicitly state that mobile numbers are used only for the purpose for which consent was given.
4. Functional Mandatory Keywords
Every RCS conversation must support standard keywords like HELP and STOP. One of the benefits of RCS is that these can be presented as “Suggested Reply” buttons (chips) at the bottom of the message. While this makes it easier for users to opt out, it is a mandatory requirement for the sender. If your backend system is not configured to process these interactive opt-out triggers in real-time, you are in violation of carrier standards.
RCS vs. SMS and 10DLC: A Compliance Comparison
If you are already familiar with the 10DLC (10-Digit Long Code) registration process for SMS, you will find RCS compliance to be more rigorous but significantly more rewarding in terms of ROI.
| Feature | SMS (10DLC) | RCS for Business |
| Identity | Unverified phone number | Verified Brand Profile & Logo |
| Vetting | The Campaign Registry (TCR) | Carrier-Level Agent Verification |
| Trust Signal | Risk of “Spam Likely” tags | Verified Checkmark Badge |
| Interactive Opt-out | Keyword text only | One-tap Suggestion Chips |
| Data Richness | Text/Basic Links | High-Res Media & Carousels |
As shown in the comparison, RCS trades the “low barrier to entry” of SMS for a “high trust” environment. For B2B brands, this is a net positive: while the compliance hurdle is higher, the reward is a channel where your customers feel safe engaging with your content.
Use Cases: Navigating Compliance in B2B Workflows
Staying compliant isn’t just about avoiding fines; it’s about optimizing the customer experience. Here is how RCS compliance looks in common B2B scenarios:
- Event and Webinar Onboarding: When a prospect registers for a webinar, your opt-in checkbox should be clear and unbundled from the general terms and conditions. Example: “I agree to receive event updates via RCS/SMS at the number provided.”
- Product Education and Onboarding: If you are sending a carousel of “How-To” videos to a new user, ensure the first message identifies your brand and provides a clear path to opt-out.
- Renewal Reminders: Even for transactional messages, such as a subscription renewal alert, the message must follow the same branding and verification rules as a promotional blast.
How to Avoid Delivery Issues and Mitigate Risk
The biggest risk to your RCS strategy is a high “Report Spam” rate. In the RCS environment, carriers have much more visibility into how users interact with your messages than they do with traditional SMS.
- Monitor Your Reputation: Regularly check your delivery logs for “User Block” events. If your block rate exceeds 3-5%, your Agent is at risk of being throttled.
- Avoid Using Third-Party Lists: This cannot be overstated. Purchased lists are the fastest way to have your brand permanently blacklisted from the RCS ecosystem.
- Provide Value Immediately: Since the user can see your brand logo and name before they even open the message, ensure the “preview text” (the first few words) clearly states the value proposition of the message.
By treating RCS compliance as a pillar of your brand’s integrity rather than a legal hurdle, you can build a mobile communication channel that is both highly effective and perfectly aligned with global messaging standards.