Rich Communication Services Market Size, Forecast Report 2030

Name: Rich Communication Services Market Size, Forecast Report 2030
Creator: Mordor Intelligence
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Rich Communication Services Market Size and Share

Market Overview

Study Period	2019 - 2030
Market Size (2025)	USD 2.87 Billion
Market Size (2030)	USD 8.89 Billion
Growth Rate (2025 - 2030)	25.37% CAGR
Fastest Growing Market	Asia Pacific
Largest Market	North America
Market Concentration	Medium
Major Players *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

Rich Communication Services Market (2025 - 2030) — Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

Rich Communication Services Market Analysis by Mordor Intelligence

The rich communication services market reached USD 2.87 billion in 2025 and is projected to grow to USD 8.89 billion by 2030, reflecting a 25.37% CAGR. Growing enterprise appetite for media-rich, branded customer engagement is pushing businesses to migrate from plain SMS to interactive messaging that supports images, video, and actionable buttons. Expanded carrier support, the inclusion of RCS in iOS 18, and Google’s report of more than 1 billion U.S. RCS messages per day underscore a tipping point in mainstream adoption. Large enterprises remain the principal revenue source, yet cloud-native CPaaS platforms are lowering entry barriers for small and medium businesses. Geographic momentum is strongest in Asia-Pacific as regional operators use 5G networks to support rich media traffic, while North America holds its lead on the back of long-standing carrier interoperability. Regulatory moves toward verified sender IDs are creating additional pull for enterprises that need secure, authenticated channels for customer contact.^{[1]FCC, “Emergency Communications by Rich Communication Services,” FCC, fcc.gov}

Key Report Takeaways

By communication type, Application-to-Person traffic led with 61.8% of rich communication services market share in 2024; Person-to-Application traffic is forecast to expand at a 31.5% CAGR to 2030.
By deployment model, cloud solutions accounted for 72.9% of revenue in 2024, while on-premise solutions trailed but remain essential for industries with strict data-sovereignty rules.
By enterprise size, large organizations held 57% of 2024 revenue, whereas SMEs post the fastest 29.3% CAGR through 2030 as affordable SaaS offerings take hold.
By end-user industry, retail and e-commerce captured 26.3% of revenue in 2024; that segment is poised for a 32.9% CAGR through 2030 on the back of conversational commerce.
By region, North America controlled 38.5% of revenue in 2024; Asia-Pacific is the quickest-expanding region at a 30.4% CAGR.

Global Rich Communication Services Market Trends and Insights

Drivers Impact Analysis

Driver	(~) % Impact on CAGR Forecast	Geographic Relevance	Impact Timeline
Enterprise demand for A2P RCS business messaging	+6.2%	Global, strongest in North America and Europe	Medium term (2–4 years)
iOS-18 support and expanding Android OEM pre-installs	+5.8%	Global, accelerated in North America and Asia-Pacific	Short term (≤ 2 years)
5G roll-outs boosting high-resolution rich media traffic	+4.3%	Asia-Pacific core, spill-over to North America and Europe	Long term (≥ 4 years)
Regulatory shift toward verified sender ID and anti-spam rules	+3.1%	Europe and North America, expanding to Asia-Pacific	Medium term (2–4 years)
CPaaS integration unlocking omni-channel orchestration	+2.9%	Global, enterprise-focused markets	Medium term (2–4 years)

Source: Mordor Intelligence

Enterprise Demand for A2P RCS Business Messaging

A2P campaigns deliver markedly higher conversion and click-through rates than legacy SMS, encouraging brands in banking and retail to shift considerable spend to the channel.^{[2]Vodafone Group, “Enterprise Messaging Strategy Whitepaper,” Vodafone, vodafone.com} Multi-media cards and suggested replies let marketers guide shoppers from awareness to purchase within a single threaded conversation, generating 6.2 times the ROI of basic text pushes. CPaaS vendors have responded by embedding low-code templates, compliance workflows, and real-time analytics that quantify lift against email and app-push programs. Early adopters such as global banks report 10% conversion from personalized loan-upsell chats, validating the revenue upside. As more enterprises witness the impact, A2P usage is set to underpin overall rich communication services market expansion during the forecast window.

iOS-18 Support and Expanding Android OEM Pre-installs

Apple’s decision to embed RCS in iOS 18 removes the historic interoperability gap that steered traffic to OTT apps; nearly 900 million active iPhones instantly become reachable via operator-grade rich messaging.^{[3]Tim Cook, “Apple WWDC 2024 Keynote,” Apple, apple.com} Samsung’s default adoption of Messages by Google on Galaxy devices further amplifies global reach. The unified experience eliminates pixelated images, broken group chats, and green/blue chat fragmentation that deterred consumers. Enterprises gain predictable reach across operating systems, unlocking larger addressable audiences without maintaining parallel OTT channels. This network effect is already visible in pilot campaigns that recorded 25% higher engagement after Apple rollout.

5G Roll-outs Boosting High-Resolution Rich Media Traffic

Mainstream 5G availability raises device bandwidth and lowers latency so that high-resolution video, carousel images, and interactive forms load instantly inside a message thread. Operators such as Verizon continue to earmark multi-billion-dollar budgets for 5G; that investment directly lifts the ceiling on message payload size and quality. In early 5G markets—Japan, South Korea—RCS adoption ratios are above 70%, supporting the thesis that next-gen networks lubricate rich communication uptake. As 5G coverage spreads through populous Asia-Pacific economies, elevated media capabilities will act as a demand multiplier for enterprise campaigns.

Regulatory Shift Toward Verified Sender ID and Anti-Spam Rules

Governments now consider message authentication critical to consumer trust. The FCC mandates verified sender IDs for emergency texts, while the European Union advances Digital Markets Act provisions requiring messaging interoperability.^{[4]RapidSOS, “RCS for Next-Gen 911 Services,” RapidSOS, rapidsos.com} RCS benefits from built-in verification and spam scoring, letting enterprises satisfy compliance without extra APIs. For consumers, visibility of a branded logo and check-mark mitigates phishing fears, reducing opt-out rates. The net effect is regulatory pull in favor of RCS over unregulated OTT channels, especially in financial services and healthcare where audit trails are compulsory.

Restraints Impact Analysis

Restraint	(~) % Impact on CAGR Forecast	Geographic Relevance	Impact Timeline
Fragmented global operator interoperability	-4.7%	Global, most severe in emerging markets	Medium term (2–4 years)
Absence of full end-to-end encryption	-3.2%	Europe and North America	Short term (≤ 2 years)
OTT super-apps cannibalizing enterprise wallet share	-2.8%	Asia-Pacific and Latin America	Long term (≥ 4 years)
Unclear operator monetization models	-1.9%	Global	Medium term (2–4 years)

Source: Mordor Intelligence

Fragmented Global Operator Interoperability

Only 57 carriers have aligned with GSMA Universal Profile 3.0, creating gaps that degrade cross-border experience. Enterprises sending campaigns into multiple regions must maintain fallback SMS or OTT channels, raising cost and operational complexity. While hubs such as Google’s Jibe and GSMA’s Interconnect projects are intended to streamline routing, uneven implementation throttles scale. Multinationals continue to lobby for consistent SLAs before migrating high-value traffic, delaying revenue realignment toward RCS.

Absence of Full End-to-End Encryption

Current RCS encryption works only for Android-to-Android traffic through Google Messages, leaving iOS and mixed-OS conversations outside the protection envelope. Financial institutions and healthcare providers subject to strict confidentiality rules remain reluctant to use RCS for sensitive payloads. Apple’s promise of encrypted RCS elevates the security baseline but may still conflict with certain government surveillance laws. Until a universally accepted encryption layer arrives, privacy concerns will cap adoption in compliance-heavy verticals.

Segment Analysis

By Communication Type: A2P Commands Revenue Leadership

A2P traffic delivered 61.8% of 2024 revenue, making it the backbone of the rich communication services market. Banks, retailers, and airlines use multimedia cards and quick replies to convert routine notifications into conversational touchpoints that drive incremental sales. Person-to-Application conversations, though currently smaller, are expanding 31.5% annually as AI chatbots mature and consumers grow comfortable completing transactions inside a thread. This uptick will increase the rich communication services market size for P2A flows at a double-digit clip through 2030.

Enterprises are documenting conversion jumps of 8–10 percentage points when migrating loyalty promotions from SMS to RCS. Case studies in India show a 358% traffic surge for CPaaS provider Gupshup after integrating Vertex AI chatbots. Person-to-Person usage also climbs in markets with seamless iOS–Android interconnect, though monetization is operator-driven rather than enterprise-driven. High-engagement sectors such as gaming and ticketing rely on P2A flows to manage waitlists and authentication, signaling an evolving mix within the communication-type hierarchy.

By Deployment Model: Cloud Dominance Reflects API-First Strategies

Cloud-hosted platforms generated 72.9% of 2024 revenue, mirroring broader enterprise moves to eliminate cap-ex-heavy, on-premise messaging gateways. Multinational brands favor public-cloud RCS because it dovetails with existing CRM, CDP, and marketing-automation stacks via REST APIs.

On-premise environments remain non-trivial in sectors such as defense, healthcare, and government where data-residency laws require local processing. Those deployments stand to benefit from hybrid architectures in which sensitive content is rendered behind the firewall while global reach rides public-cloud interconnects. Twilio’s public beta underscores the vendor push to abstract carrier complexity behind SDKs, letting developers spin up RCS alongside SMS, WhatsApp, and email within one dashboard.

By End-user Enterprise Size: SMEs Accelerate Uptake

Large organizations held 57.09% of 2024 revenue, drawn by global reach, brand verification, and analytics dashboards that fit existing martech workflows. However, SMEs are set to grow 29.3% per year as SaaS providers bundle RCS into entry-level plans with drag-and-drop templates. This democratization will expand the rich communication services market share held by SMEs to roughly one-third by 2030.

Smaller retailers deploy conversational catalogs with embedded pay-now buttons, turning a single message into a storefront. Automated compliance features relieve resource-constrained teams from managing opt-outs and data-protection audits. As low-code tooling matures, onboarding times are shrinking from weeks to hours, removing yet another adoption barrier for small businesses.

By End-User Industry: Retail and E-Commerce Lead Conversational Commerce

Retail retained 26.3% revenue share in 2024 thanks to product carousels, personalized promotions, and check-out inside a chat thread, all of which cut friction in the customer journey. The segment’s 32.9% CAGR will push the rich communication services market size for retail to USD 3.2 billion by 2030. Banking and financial services are fast followers, employing RCS for two-factor authentication, portfolio updates, and interactive statements.

Healthcare providers lean on RCS for appointment reminders and medication adherence prompts, reducing no-show rates. Travel brands send dynamic boarding passes that auto-update gate changes, while media firms distribute trailers and ticket offers. Across industries, venture capital is flowing into plug-ins that connect e-commerce carts, payment gateways, and loyalty engines directly to RCS payloads, broadening monetizable use-cases.

Geography Analysis

North America generated 38.5% of 2024 revenue, underpinned by early universal profile adoption across Verizon, ATandT, and T-Mobile. Google’s disclosure of more than 1 billion daily RCS messages in the U.S. illustrates mature consumer uptake. Regulatory clarity also helps: the FCC now recognizes RCS for emergency 911 texts, encouraging municipalities and enterprises alike to adopt authenticated channel. The region’s high ARPU lets carriers capture incremental revenue through business messaging fees.

Asia-Pacific is the fastest-growing geography at a 30.4% CAGR, stimulated by ultra-high smartphone penetration and government digitization programs. India records 50 million monthly enterprise messages on a single CPaaS platform and is projected to eclipse North America in traffic volume by 2027. Japan and South Korea exhibit plus-70% RCS user ratios, proving how 5G density correlates with rich-media adoption. Despite fragmented operator landscapes, initiatives such as the GSMA Interconnect Hub aim to streamline cross-border routing, further boosting the rich communication services market in the region.

Europe posts steady expansion as data-protection regulations and Digital Markets Act interoperability rules favor verified, operator-controlled messaging over unregulated OTT apps. Deutsche Telekom’s EUR 115.8 billion 2024 revenue includes a growing slice from RCS-enabled value-added services. Conversely, the UK debate over lawful interception vis-à-vis Apple’s encrypted RCS shows that regulatory uncertainty can temporarily dampen deployment, yet enterprises continue pilot projects to gauge engagement lift. Latin America remains early-stage but is notable for outsized conversational commerce usage, especially in Brazil where tier-one carriers completed their first large-scale campaigns during 2024.

Competitive Landscape

The rich communication services market shows moderate consolidation as CPaaS leaders buy regional voice, messaging, and routing specialists to shore up global coverage. Sinch’s USD 1.14 billion purchase of Inteliquent secures direct interconnect to U.S. operators, lowering latency and cost for A2P traffic. Proximus Group’s pending takeover of Route Mobile would elevate combined revenue above EUR 2 billion by 2026, laying groundwork for a pan-European platform. Twilio counters by accelerating product velocity, rolling RCS into its omnichannel studio to defend share against newly bulked-up challengers.

Technology differentiation increasingly revolves around AI and automation. Gupshup embeds Google Vertex AI to create self-learning chat flows that surface personalized offers on the fly, reducing manual campaign design and improving statistical lift. Infobip deploys predictive audience segmentation, while Samsung files patents on augmented-reality overlays for future message formats. Providers with proprietary data models gain an edge, translating customer behavior into conversion-boosting content blocks.

Regional operators also play deal-maker: Singtel’s alliance with Sinch covers Singapore, Malaysia, and Indonesia, marrying carrier reach with CPaaS orchestration. This trend positions telcos not just as dumb pipes but as co-owners of enterprise engagement stacks. Competitive pressure is therefore shifting toward securing exclusive operator APIs, deeper wallet integrations, and advanced compliance features that answer vertical-specific needs.

Rich Communication Services Industry Leaders

Huawei Technologies Co. Ltd
Google LLC
AT&T Inc.
Verizon Communications Inc.
Vodafone Group plc
*Disclaimer: Major Players sorted in no particular order

Rich Communication Services Market Concentration — Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

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Recent Industry Developments

May 2025: Attentive unveiled RCS Business Messaging at Shoptalk 2025, targeting 2.2 billion active subscribers by 2028 through AI-driven personalization, supported by Verizon, ATandT, and T-Mobile.
November 2024: Samsung and Google expanded their partnership to pre-install Messages by Google across Galaxy devices, positioning RCS as the default messaging standard globally.
October 2024: Sinch and Singtel launched Singapore’s first RCS Business Messaging service, enhancing regional CPaaS coverage in Asia-Pacific.
June 2024: Infobip integrated Google Vertex AI with its RCS platform, enabling brands to deploy intelligent chatbots for automated customer interactions.

Table of Contents for Rich Communication Services Industry Report

1. INTRODUCTION

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

4.1 Market Overview
4.2 Market Drivers
- 4.2.1 Enterprise demand for A2P RCS business messaging
- 4.2.2 iOS-17 support and expanding Android OEM pre-installs
- 4.2.3 5G roll-outs boosting high-resolution rich media traffic
- 4.2.4 Regulatory shift toward verified sender ID and anti-spam rules
- 4.2.5 CPaaS integration unlocking omni-channel orchestration
- 4.2.6 In-message payments (RCS MaaP) enabling conversational commerce
4.3 Market Restraints
- 4.3.1 Fragmented global operator interoperability
- 4.3.2 Absence of full end-to-end encryption
- 4.3.3 OTT super-apps cannibalising enterprise wallet share
- 4.3.4 Unclear operator monetisation models delaying pricing
4.4 Value Chain Analysis
4.5 Regulatory Landscape
4.6 Technological Outlook
4.7 Porter's Five Forces
- 4.7.1 Threat of New Entrants
- 4.7.2 Bargaining Power of Buyers
- 4.7.3 Bargaining Power of Suppliers
- 4.7.4 Threat of Substitutes
- 4.7.5 Intensity of Competitive Rivalry
4.8 Industry Stakeholder Analysis
4.9 RCS Evolution and Implementation
- 4.9.1 Evolution of RCS
- 4.9.2 Use-Cases and Implementation Studies
- 4.9.3 Major Applications
4.10 Impact of RCS on Native SMS
- 4.10.1 A2P vs OTT traffic trend analysis
- 4.10.2 Digital advertising revenue share implications
- 4.10.3 Anticipated P2P migration patterns
4.11 RCS Roadmap for Major MNOs

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

5.1 By Communication Type
- 5.1.1 A2P (Application-to-Person)
- 5.1.2 P2P (Person-to-Person)
- 5.1.3 P2A (Person-to-Application)
- 5.1.4 Others
5.2 By Deployment Model
- 5.2.1 Cloud
- 5.2.2 On-Premise
5.3 By End-user Enterprise Size
- 5.3.1 Small and Medium Enterprises (SMEs)
- 5.3.2 Large Enterprises
5.4 By End-User Industry
- 5.4.1 BFSI
- 5.4.2 Media and Entertainment
- 5.4.3 Retail and E-commerce
- 5.4.4 Travel and Hospitality
- 5.4.5 Healthcare
- 5.4.6 IT and Telecom
- 5.4.7 Others
5.5 By Geography
- 5.5.1 North America
- 5.5.1.1 United States
- 5.5.1.2 Canada
- 5.5.1.3 Mexico
- 5.5.2 South America
- 5.5.2.1 Brazil
- 5.5.2.2 Argentina
- 5.5.2.3 Rest of South America
- 5.5.3 Europe
- 5.5.3.1 Germany
- 5.5.3.2 United Kingdom
- 5.5.3.3 France
- 5.5.3.4 Italy
- 5.5.3.5 Russia
- 5.5.3.6 Spain
- 5.5.3.7 Switzerland
- 5.5.3.8 Rest of Europe
- 5.5.4 Asia-Pacific
- 5.5.4.1 China
- 5.5.4.2 India
- 5.5.4.3 Japan
- 5.5.4.4 South Korea
- 5.5.4.5 Malaysia
- 5.5.4.6 Singapore
- 5.5.4.7 Vietnam
- 5.5.4.8 Indonesia
- 5.5.4.9 Rest of Asia-Pacific
- 5.5.5 Middle East and Africa
- 5.5.5.1 Middle East
- 5.5.5.1.1 Saudi Arabia
- 5.5.5.1.2 United Arab Emirates
- 5.5.5.1.3 Turkey
- 5.5.5.1.4 Rest of Middle East
- 5.5.5.2 Africa
- 5.5.5.2.1 Nigeria
- 5.5.5.2.2 South Africa
- 5.5.5.2.3 Rest of Africa

6. COMPETITIVE LANDSCAPE

6.1 Market Concentration
6.2 Strategic Moves
6.3 Market Share Analysis
6.4 Company Profiles (includes Global-level Overview)
- 6.4.1 ATandT Inc.
- 6.4.2 Verizon Communications Inc.
- 6.4.3 Telefonaktiebolaget LM Ericsson
- 6.4.4 Google LLC
- 6.4.5 Huawei Technologies Co., Ltd.
- 6.4.6 Samsung Electronics Co., Ltd.
- 6.4.7 ZTE Corporation
- 6.4.8 Mavenir Systems, Inc.
- 6.4.9 Sinch AB
- 6.4.10 Global Message Services AG
- 6.4.11 Juphoon System Software Co., Ltd.
- 6.4.12 Summit Tech
- 6.4.13 T-Mobile USA, Inc.
- 6.4.14 SK Telecom Co., Ltd.
- 6.4.15 Telstra Corporation Limited
- 6.4.16 Vodafone Group plc
- 6.4.17 Orange S.A.
- 6.4.18 Deutsche Telekom AG
- 6.4.19 Twilio Inc.
- 6.4.20 Infobip Ltd.
- 6.4.21 Gupshup Technology India Pvt. Ltd.
- 6.4.22 Route Mobile Limited
- 6.4.23 MessageBird B.V.

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

7.1 White-space and Unmet-need Assessment

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Global Rich Communication Services Market Report Scope

Rich communications service (RCS) is the platform that enables enriched communication services/experiences beyond simple text, a universal solution providing consumers with instant messaging, live video, and file sharing across all types of communication devices. The study tracks the current adoption and anticipated future trends related to RCS, which is a protocol between mobile operators and phones that is expected to replace traditional SMS-based communications.

The rich communication services market is segmented by end-user vertical (BFSI, media and entertainment, travel and hospitality, retail, healthcare, and other end-user verticals) and geography (North America, Europe, Asia Pacific, and the Rest of the World).

The market sizes and forecasts are provided in terms of value (USD) for all the above segments.

By Communication Type	A2P (Application-to-Person)
	P2P (Person-to-Person)
	P2A (Person-to-Application)
	Others
By Deployment Model	Cloud
	On-Premise
By End-user Enterprise Size	Small and Medium Enterprises (SMEs)
	Large Enterprises
By End-User Industry	BFSI
	Media and Entertainment
	Retail and E-commerce
	Travel and Hospitality
	Healthcare
	IT and Telecom
	Others

By Geography	North America	United States
		Canada
		Mexico

	South America	Brazil
		Argentina
		Rest of South America

	Europe	Germany
		United Kingdom
		France
		Italy
		Russia
		Spain
		Switzerland
		Rest of Europe

	Asia-Pacific	China
		India
		Japan
		South Korea
		Malaysia
		Singapore
		Vietnam
		Indonesia
		Rest of Asia-Pacific

	Middle East and Africa	Middle East	Saudi Arabia
			United Arab Emirates
			Turkey
			Rest of Middle East

		Africa	Nigeria
			South Africa
			Rest of Africa

By Communication Type

A2P (Application-to-Person)

P2P (Person-to-Person)

P2A (Person-to-Application)

Others

By Deployment Model

Cloud

On-Premise

By End-user Enterprise Size

Small and Medium Enterprises (SMEs)

Large Enterprises

By End-User Industry

BFSI

Media and Entertainment

Retail and E-commerce

Travel and Hospitality

Healthcare

IT and Telecom

Others

By Geography

North America	United States
	Canada
	Mexico
South America	Brazil
	Argentina
	Rest of South America
Europe	Germany
	United Kingdom
	France
	Italy
	Russia
	Spain
	Switzerland
	Rest of Europe
Asia-Pacific	China
	India
	Japan
	South Korea
	Malaysia
	Singapore
	Vietnam
	Indonesia
	Rest of Asia-Pacific

Middle East and Africa	Middle East	Saudi Arabia
		United Arab Emirates
		Turkey
		Rest of Middle East

	Africa	Nigeria
		South Africa
		Rest of Africa