Marcos Sierra - Economy
Many do not know it, but somewhat quietly, Google has been preparing its own instant messaging application to compete with WhatsApp. The truth is that it already has the tool finely tuned, and the sector warns that it will soon be on more phones than WhatsApp.
It is called RCS (Rich Communication Service) and is basically a traditional messaging system like SMS (Short Message Service), but enhanced to offer practically the same features as WhatsApp, just in a different format.
Google launched it in 2008 and it became a standard for GSMA (the association that brings together major operators worldwide and the largest tech companies) in 2018. This means it is compatible and supported by most telecom companies around the globe, and it is integrated by default into the software of all Android mobile devices.
In 2023, Apple came on board and announced it would support the standard, which became a reality in mid-September. Its users can now communicate with RCS from iOS devices. However, the definitive step to compete with WhatsApp will occur soon. RCS will soon allow companies to communicate with users—an area where Mark Zuckerberg's app—WhatsApp—falls short. It does not have a well-developed ecosystem for corporations to leverage WhatsApp's potential as their showcase or online store.
How does it plan to surpass WhatsApp?
The question many may be asking is how a newly launched app can dethrone the mighty WhatsApp. Several factors, according to industry sources, will make this possible. The first is ubiquity. RCS is already installed by default on all phones worldwide. There is no need to download the app from any app store.
The second and most important factor is the push from companies. This system is the most interesting for brands that want to sell their products and services through instant messaging. It is appealing not only for its interface and interaction possibilities but also for its price.
In the case of WhatsApp, messages sent from businesses to users incur costs that vary based on different variables (you can read more about it here), but generally, it is more expensive than RCS.
Plusmo is one of the leading mobile integrators in Latin America, with direct connections to multiple cellular operators in the region and focused on providing companies with services to market their products and services through instant messaging systems and other technological platforms. It annually sends over 400 million messages, illustrating not only the company's scale but also the business potential in this sector.
Its CEO, Gabriel Chapt, states, "The advantages of RCS are its price compared to WhatsApp for businesses and that it is a standard included in all mobile phones. If, as the industry claims, companies will be able to start interacting with users before the end of the year, by 2025 there will be 2.8 billion RCS users, compared to the 2.7 billion WhatsApp has."
Furthermore, this company explains that RCS revolutionizes traditional messaging by incorporating brand identification for the sending company and interactive multimedia elements like clickable buttons, image carousels, and quick response options, which help capture attention and facilitate interaction.
Finally, Plusmo points out that "RCS offers more dynamic and personalized ways to send messages compared to traditional SMS. They are enriched SMS with text, images, and guided responses that generate visually appealing and intuitive interactions. It does not require the user to download any additional application; it is installed by default on the device. The same inbox used for SMS is utilized."
