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The RCS (Rich Communication Services) standard is entering a new phase. With the ability to initiate conversations directly from Google Search, companies are no longer just competing for clicks, but also for real-time engagement at the exact moment of user intent.
This evolution reshapes the role of business messaging, shifting it from an outbound channel to a high-intent inbound tool capable of reducing friction, improving conversions, and optimizing customer engagement.
AI tools are currently reshaping how users search for information about products and services. However, according to a Gartner survey, only one-third of consumers consider generative AI chatbots to be as effective as search engines for acquiring new information.
“Generative AI tools are far from replacing traditional channels. Instead, they complement an already diverse research process that still heavily relies on Google and social platforms”, Gartner analysts note.
Until now, digital strategies have focused on driving users from search engines to websites. With RCS integrated into Google Search Business Discovery, that journey is shortened, as users can initiate a conversation directly with the company.
This shift comes as RCS adoption accelerates globally. According to Juniper Research, enterprise RCS traffic will exceed 200 billion messages worldwide by 2027, up from 70 billion in 2025.
Rich messaging services enable the integration of interactive elements—such as buttons, carousels, images, and quick replies—directly within conversations, enhancing the customer experience without requiring additional app downloads.
In this context, search evolves from a discovery point into a conversion point.
Activating RCS through Google Search is not just about enabling a channel—it requires both technological and strategic readiness.
According to Mario García, Sales Director at Plusmo Spain, companies need:
Technology alone is not enough. Defining clear use cases is also critical, such as lead generation from search, bookings, sales support, or post-sales service.
“Google has effectively turned RCS into an inbound channel. That completely changes the rules of the game”, says the Plusmo executive.
The core value of RCS from Google Search lies in friction reduction. Instead of navigating multiple pages, users can resolve their needs directly through conversation.
This is particularly relevant in industries with fast decision-making cycles and high competition, such as retail, travel, automotive, and hospitality. The conversational format enables conversion-driven experiences, including quick bookings, assisted purchasing, instant answers to critical questions, and qualified lead generation.
The shift is clear: from click-to-website to click-to-conversation—and conversion.
Many companies still make critical mistakes when implementing this channel.
issues According to García, the most common include treating RCS as an enhanced SMS, failing to respond in real time, over-automating without conversational intelligence, misaligning marketing and operations, and not measuring conversion from conversations.
“The biggest mistake is thinking in terms of channels, when this is really about real-time customer experience”, he explains. “It’s not about enabling a channel, but about opening a conversation at the exact moment of purchase intent”.
The integration of search and messaging reflects a broader trend: users want resolution, not navigation.
To capitalize on this opportunity, companies should prioritize:
For years, digital marketing focused on optimizing clicks. Now, the challenge is to optimize conversations. In this context, RCS from Google Search is emerging as one of the most significant evolutions in business messaging.
In this landscape, Plusmo supports companies as a strategic partner in enterprise communications and rich messaging services—going beyond channel activation to turn conversations into business outcomes.
