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Highlights
UK enterprises rapidly adopt RCS messaging after Apple iOS upgrade
Infobip data reveals increasing reliance on omnichannel strategies
Conversational messaging reshaping communication across sectors
The rising adoption of Rich Communication Services (RCS) is reshaping the customer engagement landscape across the FTSE, FTSE 100, and FTSE 350 indices. Businesses in the United Kingdom, including listed firms on the London Stock Exchange (LON) such as telecom and technology providers, have significantly increased their use of RCS messaging, influenced by key software updates and platform integrations.
Following Apple's integration of RCS support through the iOS update rolled out in the latter part of last year, enterprises across sectors have expanded their focus on interactive and brand-verified communication strategies. This has led to a marked increase in messaging traffic using RCS over traditional mobile messaging formats.
Omnichannel Messaging Gains Traction
Infobip, a global cloud communications provider, has reported a substantial surge in omnichannel messaging across its platform. Data indicates that businesses have diversified their communication efforts, combining RCS with channels such as WhatsApp, SMS, Voice, and Video.
The enhanced functionalities of RCS—like branded interfaces, high-resolution visuals, and real-time feedback—are enabling companies to deepen customer interactions. UK firms are reportedly using these features to deliver interactive content and drive engagement across customer touchpoints, without relying on third-party messaging apps.
RCS Drives Higher Conversion Through Interactivity
RCS has demonstrated clear performance advantages in A/B testing environments. Rich cards and interactive messaging formats have shown elevated conversion metrics compared to traditional MMS and other standard outreach tools. This format allows companies to maintain a direct, secure, and responsive line of communication with customers, enhancing their user experience strategy.
James Stokes, a senior leader at Infobip overseeing enterprise operations in the UK and Nordics, noted that the simplicity and branding capabilities of RCS are proving effective. Verified sender identity and multimedia integration help build consumer trust and drive engagement at scale, especially in campaigns requiring fast feedback or transactional clarity.
Telecom and Software Sectors Lead Usage
Within the United Kingdom, companies in communications services have emerged as the primary users of RCS messaging, followed closely by those in the telecom and technology & software industries. These sectors, many of which fall under the FTSE 100 and FTSE 350, continue to invest in enhancing customer experience infrastructure, particularly as competition intensifies across digital channels.
The United Kingdom remains the largest market for Infobip in Europe, and this accelerated growth underscores the country’s focus on adopting cutting-edge communication tools that align with evolving consumer expectations.
Shift Driven by Apple’s Ecosystem Alignment
The notable increase in RCS traffic can be attributed in part to Apple’s platform shift, which removed a long-standing limitation in messaging interconnectivity. As iOS users gained access to RCS features previously limited to Android, the channel's user base expanded, further encouraging brand adoption.
This evolution in device compatibility has helped UK businesses deliver unified messaging experiences to broader customer segments, reinforcing RCS as a viable long-term communication strategy.
Forward Momentum Across UK Enterprises
The trend indicates an ongoing shift towards conversational commerce, enabled by technologies like RCS that offer scalability, integration, and data-driven customization. As UK firms adapt to this landscape, messaging platforms are expected to remain central to digital transformation initiatives.
With telecom, software, and service-based companies among the top adopters, the role of RCS in business communication is solidifying, particularly for firms listed on the FTSE AIM UK 50 INDEX and FTSE AIM 100 Index, where innovation-led growth remains a priority.
