SMS vs. MMS vs. RCS: Choosing the right messaging channel for modern engagement

Texts are hard to ignore, with some estimates putting the channel at a 98% open rate. That simple act—checking a message—can create one of the most direct connections between brands and their customers.

But not every message works the same way. What began as short text alerts has evolved into a spectrum of formats that help brands inform, engage, and start conversations. SMS, MMS, and RCS messaging each play a different role in that mix, shaping how information is shared and how customers respond.

Here, you’ll see how each channel shapes the customer experience—and how the smartest brands are using them in combination to build trust, spark action, and keep conversations going.

What is SMS, MMS, and RCS messaging?

SMS (Short Message Service), MMS (Multimedia Messaging Service), and RCS (Rich Communication Services) are the three main ways brands send text-based messages to customers. Each uses a different technology and offers a distinct type of experience.

SMS is the simplest and most widely supported format. It delivers short, text-only messages—up to 160 characters—over carrier networks. Because it works on virtually every device, SMS remains essential for urgent updates, one-time passcodes, and notifications that need instant delivery.

MMS builds on SMS by adding images, GIFs, and short videos. It helps brands tell stories visually—think product launches, promotions, or limited-time offers—without requiring customers to have a data plan or internet connection.

RCS runs on mobile data or Wi-Fi and turns messaging into an interactive, branded experience. Brands can include high-resolution visuals, buttons, and carousels, while verified sender profiles help build trust.

For enterprise use, RCS Business Messaging (RBM) extends those capabilities for marketing and service communication. It’s already well-established on Android, and Apple’s iOS 26 update continues to expand RCS support, creating new opportunities, but also new considerations around inbox visibility and sender recognition.

What is the difference between SMS, MMS, and RCS?

SMS, MMS, and RCS all deliver text-based messages—but they differ in how much each can do, how they’re sent, and what kind of experience they create.

As RCS Business Messaging continues to expand, brands now have more flexibility to shape how they communicate—using SMS for speed, MMS for impact, and RCS for richer, more responsive conversations.

Once you have these channels established, what matters next is how these formats work within a wider mobile messaging strategy.

Why it’s time to rethink your mobile messaging strategy in 2025/26

For years, SMS and MMS led the way in giving brands reliable ways to reach customers, but they were built in a different era of communication. Now, RCS Business Messaging is changing expectations around what text-based marketing can do.

RCS supports high-resolution media, interactive replies, and verified brand profiles that display names, logos, and trust badges at the top of each thread. These features build credibility in a channel that has often struggled with spam and unverified senders. Yet RBM is still expanding, with carrier coverage stronger in markets like the UK, Germany, and Spain than in others.

At the same time, new rules such as Apple’s iOS 26 inbox filtering make recognition and trust essential. Messages from unknown senders may never trigger notifications or appear in the main inbox unless customers have engaged before.

These changes call for a more deliberate mobile messaging strategy to balance reliability, creativity, and compliance. Brands that align message format with purpose can build clearer, more trusted communication rather than relying on volume or guesswork.

Best SMS use cases: Alerts, authentication, time-sensitive updates

With its reach and speed, SMS is best used for moments when information needs to reach the customer fast—shipping updates, booking confirmations, security codes, or emergency notifications. These messages reassure customers, maintain continuity, and keep key processes moving in real time.

Alerts and service updates

Brands use SMS to keep customers informed about changes that matter in the moment, from delivery progress to appointment reminders.

Example: A customer buys a new pair of shoes. The purchase event triggers a confirmation email with order details. When the shipping provider updates the parcel status, an SMS is automatically sent: “Your order is out for delivery and will arrive today between 2–4 p.m.”

Authentication and security codes

Verification messages rely on instant visibility. SMS supports secure sign-ins without requiring Wi-Fi, data, or an app.

Example: A customer logs in from a new device. The system detects the request and immediately sends a one-time passcode via SMS: “Your verification code is 842193. This code expires in 10 minutes.”

Time-sensitive or urgent notifications

When information needs attention right away, SMS reaches customers quickly and consistently.

Example: An upcoming appointment is approaching. A real-time event triggers a 30-minute SMS reminder: “Your appointment starts at 3:00 p.m. Reply RESCHEDULE if you need a new time.”

MMS: Making your messages visual

While RCS adoption grows, MMS remains a practical way for brands to add visual impact to mobile campaigns. It’s available across most networks, easy to launch, and doesn’t require customers to have data access or a specific device type.

When to use multimedia in campaigns

MMS is useful when an image or short video helps drive understanding or excitement—like showing a new product in context or teasing a seasonal offer. It’s especially valuable in regions where RCS coverage is still limited, offering a middle ground between plain-text SMS and fully interactive messaging.

Because MMS messages are sent through carrier networks, delivery is generally reliable, though not universal. Brands operating in multiple markets should check local carrier support before planning large-scale campaigns.

Best use cases of MMS performance lift

MMS works well when visuals help a customer make a quicker or more confident decision. One image or short clip can provide the context a text-only message can’t—adding personality and clarity without requiring extra steps from the customer.

Product launches and new arrivals

Visuals can turn interest into intent by showing customers what’s new, not just telling them.

Example: A signed-in customer browses running shoes on a retailer’s site. Because they’ve opted into mobile updates, the brand can act on their activity. When a new colourway becomes available, that event triggers an MMS with a styled product image and a link to shop the update.

Seasonal or promotional storytelling

MMS gives campaigns a stronger emotional pull, especially when tied to specific moments in the calendar.

Example: Ahead of a seasonal sale, an MMS is sent with a promotional image and offer code, triggered by a customer’s loyalty-segment entry event.

Travel, hospitality, and experience-led brands

A short clip or destination visual can help customers picture the experience before they book.

Example: After a user signs up for destination alerts, a new resort package goes live. This triggers an MMS featuring a 10-second preview video and a link to explore available dates.

Used this way, MMS adds the expressiveness that pure text can’t—and offers a reliable visual layer within broader cross-channel messaging journeys, especially in regions where RCS support is still growing.

RCS messaging and the future of conversational engagement

RCS brings a more conversational marketing style to mobile messaging, making it easier for customers to browse, respond, or make decisions without switching channels. It enables secure, two-way conversations that combine branding, automation, and interactivity in a single thread.

Key features: Verified senders, rich cards, interactivity

Through RCS Business Messaging (RBM), brands can send verified messages that display their name, logo, and brand colours—giving customers immediate confidence in who’s contacting them. Rich cards, suggested replies, and carousels simplify engagement, allowing users to explore products, confirm orders, or complete simple actions without opening a browser or app.

Secure AI implementation and personalization at scale

When combined with AI decisioning tools, RCS becomes a space for real-time, one-to-one communication. A verified channel reduces security risks while enabling contextual personalization—so messages adapt to customer behaviour, past interactions, or purchase history within seconds.

RCS vs. OTT apps: what sets it apart

Unlike over-the-top (OTT) platforms such as WhatsApp or Messenger, RCS doesn’t depend on customers downloading an app or opting into a third-party ecosystem. It operates within the phone’s native messaging environment, which helps maintain consistency across devices while keeping data within secure carrier networks.

For brands, RCS makes messaging feel more consistent across formats, offering an interactive, measurable way to build trust and loyalty directly within the channels customers already use every day.

When to use SMS, MMS, or RCS: A strategic framework

Choosing the right channel starts long before a message is sent. A practical framework looks at four things: the goal of the message, the customer’s current state, any channel constraints, and how much interaction the moment calls for. These elements help teams move from format-first choices to decisions grounded in intent and customer behaviour.

1. Begin with the objective

Is the message meant to inform, prompt, reassure, or guide? Clarity around purpose removes guesswork.

2. Look at customer context

Recent actions, lifecycle stage, and engagement history shape which format feels most natural to the customer.

3. Factor in channel availability

Device type, region, and known-sender status all influence which formats a customer can reliably receive.

4. Match the moment to the level of interaction

Some updates need speed, others benefit from visuals, and certain journeys work best when customers can explore options or respond directly.

With these steps in place, the table below offers a quick reference for aligning message purpose with channel strength.

Channel comparison chart: Cost, reach, engagement

A framework like this supports clearer, more intentional cross-channel messaging, helping brands choose formats that match the moment while orchestration tools take over the delivery.

How Braze simplifies channel selection

Coordinating SMS, MMS, and RCS manually can be complex and challenging. Braze removes that complexity by automatically selecting the best message type and delivery route for each customer—so teams can focus on strategy instead of setup.

Intelligent Channel: automatic format and fallback logic

With Intelligent Channel, Braze evaluates each user’s device, carrier, and engagement history in real time. A customer browsing a product range might receive an RCS message with interactive options if their device supports it; if not, the same moment can trigger a visually driven MMS or a clear, concise SMS instead. In situations where a customer enters an area with limited connectivity, fallback logic automatically switches to the most reliable format to keep the message moving. This adaptive routing means each person receives the right version of a message without any manual configuration.

Canvas and Connected Content in action

Inside Canvas, teams can design full customer journeys that weave SMS, MMS, and RCS into one orchestrated flow. A customer might receive an interactive RCS welcome message after signing up, followed by an SMS delivery reminder once their order ships, and later a visually rich MMS to celebrate a loyalty milestone. Connected Content makes each of these moments dynamic, pulling in live data such as product availability, pricing, or location. This creates communication that adapts with every interaction—keeping timing, tone, and context aligned across channels.

The future of mobile messaging

Mobile messaging is moving toward experiences that are intelligent, conversational, and data-informed. As RCS Business Messaging matures and carrier adoption widens, the boundary between messaging and chat will continue to narrow—giving brands more freedom to design meaningful, two-way interactions at scale.

Growing RCS business messaging adoption

RCS Business Messaging is expanding quickly across regions, with strong uptake in markets like the UK, Germany, and Spain. As more carriers and operating systems adopt RCS standards, its role will move into the mainstream of text message marketing. This growth positions RCS as a key part of the next phase of customer engagement—where interactivity, verification, and measurement are built in from the start.

Conversational AI and orchestration in 2026

AI-driven personalization will deepen how brands use messaging. Instead of fixed campaign paths, conversational AI can guide customers dynamically—answering questions, recommending products, and adapting messaging tone in real time. When combined with orchestration tools like Canvas, these intelligent flows connect SMS, MMS, and RCS into cohesive journeys that feel natural and individually tailored.

Personalization as the driver of engagement

Relevance will define success. Customers expect messages that reflect who they are and what they care about in the moment, without feeling creepy. So whether that’s a delivery update, a product suggestion, or a timely offer, personalization keeps communication meaningful. As formats and technology evolve, that human connection will remain the constant—and the true measure of effective mobile engagement.

Key takeaways for SMS vs. MMS vs. RCS in 2025/26

• SMS, MMS, and RCS each serve a distinct purpose—SMS for reach and reliability, MMS for visual storytelling, and RCS for interactive, data-driven engagement.
• RCS Business Messaging (RBM) continues to expand, offering verified, branded experiences that build trust and deliver measurable results.
• Apple’s iOS 26 inbox filtering makes recognition and sender verification more important than ever for visibility and engagement.
• Braze automates channel selection with Intelligent Channel and Canvas, ensuring every message lands through the most effective format.
• The future of text message marketing depends on context and orchestration—using all three channels strategically within one connected customer journey.