1. Get User Consent (Opt-In)
Obtain clear user opt-in before sending RCS messages. Maintaining records of consent ensures compliance with privacy regulations. Opt-in to messaging is non-transferrable between messaging agents.
2. Separate Marketing & Transactional Messaging
Ensure consent for marketing and transactional messages are separately collected and managed.
3. Include Clear Business Contact Details
Brands should add direct “contact us” information (ex. phone, email, or website) to reinforce trust and credibility.
4. Intentional Use of Rich Features
Leverage useful content that enhances the customer experience. Strategically use rich media elements (images, carousels, buttons, suggested replies/ actions) to improve engagement.
5. Personalize to Increase Engagement
Use customer insights and past behaviors to personalize future interactions.
6. Consider Frequency & Timing
Avoid spammy behaviors including unsolicited or repetitive messages. Schedule communications between 8a and 9p of the recipients’ local time zone. Avoid message fatigue by eliminating unsolicited messages.
7. Create a consistent omnichannel experience
Align your messaging and voice communication strategies including frequency, timing and consistent branding and tone.
8. Optimize Campaigns
Use analytics to measure the success of your messaging campaigns (delivered messages, opened messages and response rates).
9. Ensure Security & Privacy
Do not include sensitive personal information and comply with data protection laws.
10. Provide Easy Opt-out
Consider - “Reply STOP to unsubscribe,” which should be processed immediately. Document all opt-out requests as part of your compliance records.
11. Avoid Prohibited Content
No spam, phishing, harassment, bullying, defamatory, obscene, harmful, or otherwise inappropriate content.
12. Stay Up-to-Date on Carrier Guidelines
Carriers often update their published best practices with the latest in managing customer relationships over the messaging channel, reflecting useful insights captured through consumer feedback.