When It Comes to Brand Engagement, Message Marketing Is Getting Rich

This executive interview with Jack Philbin, chief executive officer and cofounder of Vibes, sheds light on Rich Communication Services and its transformative role in shaping modern marketing strategies. Philbin delves into the advanced capabilities of RCS over traditional SMS/MMS, and highlights how this innovative technology enhances customer interactions and drives engagement while fostering lasting relationships between brands and consumers.

WWD: What exactly is RCS and how does it differ from traditional SMS/MMS marketing?

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Jack Philbin: RCS is the much-needed upgrade from traditional SMS/MMS, that brings a more interactive and engaging experience to messaging. Think of it as an app-quality experience, but without the app.

Instead of plain texts with generic messaging and links, brands can send high-quality images, videos and clickable buttons — all within a user’s native messaging app. This makes communication more dynamic and helps drive higher engagement and stronger customer loyalty by creating a more seamless, app-like experience without requiring a separate download.

WWD: How do consumers respond to RCS versus SMS/MMS?

J.P.: We recently surveyed 1,000 U.S. consumers to get a feel for how they want to hear from brands, and the results were pretty clear — 55 percent are more likely to explore products through a swipeable product gallery, and 50 percent actually prefer or are open to text-based purchasing because it’s just easier.

People feel deeply connected to their phones. Texting is a different type of interaction than email; no one wants to get blasted with generic, spammy texts that don’t even attempt to be relevant. RCS changes that. It’s a win for consumers who get more personalized, interactive messages and for brands that actually want to reach the right people with the right content.

WWD: What is the value proposition for retailers and brands looking to deploy RCS platforms?

J.P.: RCS isn’t just an upgrade from SMS for retailers and brands — it’s a more engaging, effective way for those brands to connect with consumers, spark conversations and build lasting loyalty through rich, interactive, personalized messaging. Early adopters will see benefits from smoother customer interactions to higher conversion rates, giving them a real edge in an increasingly competitive landscape.

WWD: What is RBM and how does it differ from RCS?

J.P.: RBM, or RCS Business Messaging, is the business-ready version of RCS. While RCS powers the technology behind richer messaging, RBM gives businesses the tools to make those messages more impactful. In this case, think of verified sender profiles, branded interactions, and a more trustworthy, engaging customer experience.

It’s RCS but built for businesses that want to connect with their audience in a smarter, more meaningful way.

WWD: Tell us about the Vibes platform.

J.P.: Our platform makes it easy for brands to connect with consumers through personalized, interactive messaging across SMS, MMS, RCS and Mobile Wallet. As the only mobile engagement platform with direct carrier connections — and the most trusted Tier one aggregator in North America — we ensure fast, reliable and secure message delivery.

With advanced segmentation and powerful analytics, we help businesses send the right message to the right audience, driving deeper engagement and lasting loyalty. Our seamless integration with Apple Wallet and Google Pay lets brands offer digital rewards, loyalty cards and promotions that keep customers returning.

WWD: How do you see retail evolving as consumers vigorously return to physical stores? What do they expect in a shopping experience and what role can RCS play?

J.P.: RCS is another way to elevate the in-store shopping experience.

Even though RCS is a mobile-first tech, it blends digital engagement with in-store shopping. Brands can use RCS to send personalized deals, exclusive in-store promos and real-time inventory updates to get shoppers through their storefronts. Plus, interactive features like swipeable product galleries and location-based notifications make it easier for customers to find what they need. Once they’re in-store, RCS keeps things seamless with mobile checkout, digital receipts and loyalty rewards — all right in their messaging app.

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