January 09, 2026
RCS Is Turning Brand Texts into Something Consumers Actually Want
RCS messaging is becoming a preferred communication channel as consumers show growing interest in receiving text messages from brands.
New research from Vibes, a mobile engagement platform, shows that customers are not only opting into more brand messaging but also expecting those messages to deliver useful, timely, and relevant information.
According to the report, 46% of consumers have signed up to receive more brand text messages over the past year. Consumers are also more comfortable using text as a direct line to brands, especially when messages serve a clear purpose and add value to the customer experience.
Consumers Want More Than Discounts via Text Messaging
While promotions are still important, consumers are no longer interested in discounts alone. The research shows that 58% sign up for text messages to receive offers or coupons, but many also want practical updates.
Half of consumers want loyalty programme updates, while 49% want time-sensitive messages such as appointment reminders. Account and transaction updates, including shipping notifications, are also a key reason for opting in, cited by 45% of respondents. Company news and announcements follow closely behind.
Personalisation has become a baseline expectation in brand messaging, as consumers say the most valuable use of their data is receiving reminders about relevant offers or sales. More than 50% rank this as their top preference.
Location-based offers are also popular, while many consumers prefer brands to rely on past behaviours, such as purchase history, instead of personal details. Relevance matters more than surface-level personalisation.
Why Consumers Prefer RCS Messaging Over SMS
RCS messaging offers features that align closely with these expectations. According to the Vibes report, 81% of consumers say they want RCS messaging more than SMS.
The most appealing RCS features include scrollable product carousels, high-quality images and videos, and suggested action buttons that allow users to respond with a tap rather than typing. These capabilities reduce friction and allow brands to present products and offers directly within the message.
Visual elements are especially influential, with more than half of consumers saying visuals included in a text message encouraged them to click and consider a purchase.
Digital Wallet Integration Drives Higher Engagement
The research also emphasises the role of digital wallets in messaging-led engagement. A majority of consumers say they are more likely to engage with brands that offer digital wallet options, and many would prefer to use digital wallets instead of physical wallets or brand mobile apps.
Text messages that deliver offers directly to a digital wallet perform significantly better than those tied to app downloads. Consumers are also open to using digital wallets as a replacement for apps if offers and loyalty information are stored there.
App-Free Loyalty Programmes Gain Appeal
There is growing interest in appless loyalty programmes, particularly those linked to digital wallets. Consumers say they are most interested in seeing their points balance, receiving notifications about nearby rewards, and getting reminders before rewards expire.
Digital wallet loyalty cards increase participation because they are accessible, easy to use, and integrated into everyday phone use.
This is translating directly into buying behaviour, with 78% of consumers saying they have made a purchase because of a brand’s text message, often driven by time-sensitive reminders, relevant product promotions, and strong visuals.
