Key takeaways
- SMS is plain text, and MMS can carry images but not buttons.
- RCS, Apple Messages for Business and WhatsApp support buttons and rich elements where the phone, operator and country support them.
- Each channel has its own requirements: consent, brand verification and templates, and the rules can change.
- Design the SMS version as a complete message, and let the rich channels be an improvement.
Which channels support rich media and buttons?
In short: SMS cannot, MMS can show media, and RCS, Apple Messages for Business and WhatsApp can do both media and buttons, where the phone, operator and country support it. The table is general; details and limits vary, and the platforms change their rules.
| Channel | Images and media | Buttons and interaction | What it requires |
|---|---|---|---|
| SMS | No | No; use a short link or a keyword such as reply YES | A sender; consent for marketing |
| MMS | Yes, where supported (images, audio, video) | No | Support and size limits vary by country and operator |
| RCS | Yes: images, video, carousels | Yes: suggested replies and action buttons | An RCS-capable phone, operator and country; a verified brand |
| Apple Messages for Business | Yes, where supported | Yes: quick replies, list pickers, time pickers | The customer typically starts the conversation from an Apple entry point; a verified business identity |
| WhatsApp Business | Yes, in templates and conversations | Yes: reply and link buttons in templates, where allowed | Consent; pre-approved templates for messages you start; WhatsApp changes the rules |
What advantages does iMessage for Business have over SMS?
Apple Messages for Business gives a verified business identity with name and logo in the Messages app on iPhone, iPad and Mac, and rich interactions such as quick replies, list pickers and time pickers, where supported.
The customer typically starts the conversation from an Apple entry point such as Maps, Safari or Siri. That makes the channel strong for customer service, appointment booking and questions about an order, but not for sending to a list. If you want to use iMessage Business Chat at scale, ask a provider about:
- Help with registering and getting your business identity approved, which is typically required
- The same API, reports and billing as for SMS and RCS
- The option to combine it with other channels for people without an Apple device
- Hand-over between a chatbot and staff, if you want to use the channel for customer service
What does each channel require before you can send?
Rich channels are seldom “just switch on”. Allow time and documentation for:
- Consent: WhatsApp requires that the recipient has given permission. The consent rules for marketing generally apply across channels, not only to SMS
- Templates: WhatsApp generally requires pre-approved templates for messages you start yourself. The rules are set by WhatsApp and can change
- Brand verification: RCS and Apple Messages for Business use a verified business identity, and the steps vary by country and platform
- Content: each channel has its own requirements for image format, size and number of buttons, so prepare the material per channel
- Test phones: try every version on real devices in the countries you send to
How do you design a fallback to SMS?
A rich message reaches only those whose phone, operator and country support it. The rest must still be able to act, so write the SMS version as a complete message and not as a shortened copy.
| In the rich message | In the SMS version |
|---|---|
| Button: “Confirm appointment” | Reply YES, or use a short link |
| Button: “Change time” | A short link to a page where the person picks a new time |
| Image of the product | The name of the product and a link to the product page |
| Carousel with several offers | The most important offers as text and one link |
| Verified name and logo | A recognisable sender name and the company name in the text |
- Set the order of channels, and when a message counts as not delivered before the next channel is used
- Do not send the same message on several channels at once, so you avoid duplicates
- Use the same message ID across the versions, so the reports can be compared
- Measure per channel: delivery, actions and cost
How ZafeConnect fits
ZafeConnect provides RCS and Apple Messages for Business alongside SMS, MMS, WhatsApp Business and email on one platform, and selects the most cost-efficient delivery method for each recipient, starting with RCS and iMessage. In the API you can list channels in priority order and set backup channels (SMS, RCS, WhatsApp and email). What is available in your countries varies, so ask us.