Advanced Features Powering Branded Messages
Branded Messages (RCS) Evolves
Some people still think a branded text message or branded SMS is just a logo on a text, but that’s yesterday’s technology. What’s actually powering today’s branded mobile experiences is RCS, short for Rich Communication Services. It’s the evolution of SMS, turning plain text into a rich, interactive channel that delivers images, videos, carousels and secure, verified branding directly within a customer’s native messaging app.
Quick Links
- Smarter Customer Journeys: Calendar and Location Integration
- Seamless In-Message Experiences: WebView and Payments
- New P2A Channels: QR and Google Search Integration
- Loyalty Meets Messaging: Google Wallet Integration
- Message Ads and Conversational Advertising
- Better Real-Time Engagement: Typing Indicators and Two-Way PDFs
- Coming Soon: Dual SIM, Audio Sharing, and Spam Controls
- The Future of Branded Messaging (RCS) Is Already Here
For years, SMS has been the backbone of business-to-customer communication - reliable, universal but painfully limited. No visuals. No buttons. No brand identity. Then came RCS (Rich Communication Services), a modern messaging protocol designed to bring the sophistication of apps into the native messaging inbox.
Today, RCS messaging solutions are not just another marketing channel, they’re an experience. With multimedia content, verified branding and real-time interactivity, they allow businesses to speak with customers, not at them. And now, a wave of advanced RCS messaging features is expanding what’s possible - from calendar invites and in-chat payments to location sharing and even message ads within Google Search.
At Britannic, we help enterprises go beyond basic branded SMS services to deploy full-scale RCS messaging solutions - building connected, intelligent, and immersive communication experiences that engage customers at every stage of their journey. Let’s explore what’s new, and how it changes the future of branded text message marketing.
1. Smarter Customer Journeys: Calendar and Location Integration
One of the most exciting upgrades to RCS is the ability to embed real-world actions directly into branded messages. Imagine booking a service or confirming a delivery time, all without leaving your messaging app.
Calendar Events
Brands can now send calendar invitations straight to a user’s default calendar app. Whether it’s a delivery window, a scheduled appointment or a webinar reminder, the user simply taps “Add to Calendar,” and it’s done. That tiny change eliminates missed appointments, improves show rates and removes friction from the customer experience.
*Please note this is not a booking tool. If the user rejects, postpones or edits the events in any format, the brand won’t be aware of it.*
With Britannic Branded Messages, these calendar integrations create seamless journeys from chat to commitment, keeping your customers engaged and informed without ever leaving the conversation.
Show and Request Location
RCS now supports two-way location sharing. A retail brand can send a store’s location directly in chat; a logistics company can request a customer’s live location for more accurate delivery.
The impact? Contextual, frictionless interactions that feel personal and efficient - all happening within a verified, branded environment.
With Britannic’s expertise in branded SMS and RCS, we help businesses align their physical and digital experiences - from click to doorstep.
2. Seamless In-Message Experiences: WebView and Payments
When users click a link in a text and get redirected to a separate browser, drop-off rates soar. RCS fixes that with integrated browsing and payment experiences that keep customers inside the conversation.
WebView
WebView enables web content to open within the RCS message itself - no app-switching, no new windows. Brands can embed full webpages or half-screen forms to let customers browse catalogues, confirm details or book services in just a few taps.
It’s intuitive, instant and reduces friction dramatically.
*In case the users device doesn’t support WebView, the URL will open in the users default web browser instead.*
Payments with Webview
While native RCS payment gateways are still in Google’s roadmap, WebView allows brands to integrate payment pages from platforms like PayPal, Google Pay or their own e-commerce sites. The result? A complete, secure transaction inside the conversation.
Britannic’s rich text communication empowers organisations design these end-to-end in-message experiences - connecting customer intent directly to conversion without losing momentum.
3. New P2A Channels: QR and Google Search Integration
RCS isn’t just about messages you send, it’s also about conversations customers start.
P2A via QR Codes
Brands can now place QR codes on packaging, posters or receipts that open a rich communication message instantly. A customer scans the code, and a verified chat window opens - no forms, no numbers, just a branded two-way conversation.
For example, a utilities company could let customers report faults by scanning a QR code on a bill. A retailer could drive engagement from an in-store promotion straight into a loyalty conversation.
P2A via Google Search
In early rollout across key markets, this feature allows customers to message a brand directly from its Google Search listing. Imagine searching for “ACME customer support” and getting a “Message Us” button, that opens a verified RCS chat instantly.
At Britannic, we see this as a major leap toward seamless, omnichannel branded SMS marketing, turning curiosity into conversation and removing barriers between discovery and engagement.
*This solution is only available for contact centre services. Google has a set threshold on the number of Google searches for a given brands service centre based on which they approve/reject the feature.*
4. Loyalty Meets Messaging: Google Wallet Integration
Loyalty programmes and customer offers are only as effective as their accessibility. The new Google Wallet integration ensures your brand remains a tap away.
Google Wallet
RCS branded messages can now send passes directly to Google Wallet, including loyalty cards, vouchers, boarding passes or event tickets. These digital assets live alongside the customer’s other essentials, creating constant visibility for your brand.
*This is not a payment solution. Payment can be done by utilising the WebView feature.*
5. Message Ads and Conversational Advertising
Advertising has long been about driving clicks. RCS now makes it about starting conversations, the heart of modern branded text message marketing.
Message Ads via Google
Message Ads enable consumers to message a brand directly from a Google Search or display ad. Instead of clicking to a website, they tap “Message,” launching a branded RCS chat instantly.
This shift transforms ads into live customer journeys. A prospect can ask about a product, book an appointment or complete a transaction, all in one conversation thread.
Extensions vs Buttons
Brands can configure Message Ads as extensions (for campaigns with multiple goals) or buttons (for message-led conversions). It’s performance marketing with a conversational twist - measurable, personal and immediate.
Britannic helps enterprises integrate Message Ads into broader marketing and contact centre workflows, ensuring that every lead from Google Ads is captured, tracked, and nurtured.
6. Better Real-Time Engagement: Typing Indicators and Two-Way PDFs
These small but mighty updates bring a more natural rhythm to digital conversation.
Is Typing Events
The new “is typing” signal lets contact centre agents see when a customer is composing a reply, making live conversations smoother and more human. For service teams, this improves response timing and prevents message overlap, especially during multi-threaded chats.
PDF in Rich Cards
Two-way PDF exchange is now built into RCS. Customers can upload documents like contracts or ID proofs; brands can send rich PDFs with previews, no downloads required.
It’s the kind of polish that makes RCS messaging solutions suitable for industries like finance, healthcare, and government services.
Britannic Branded Messages combine these updates with automation and analytics, helping enterprises scale engagement while keeping it personal.
7. Coming Soon: Dual SIM, Audio Sharing, and Spam Controls
RCS continues to evolve, with several features on the horizon designed to enhance accessibility and trust.
Dual SIM Support
This feature will allow users with multiple SIM cards to interact with the same brand across numbers, ideal for global markets and business travellers.
Audio File Sharing
Audio messages and transcriptions will make communication more inclusive, especially in regions where voice notes are a common form of interaction.
Spam Control
New user-level controls will allow people to manage subscriptions and opt-outs more transparently, reinforcing RCS as a trusted, high-integrity messaging environment.
At Britannic, we view these upcoming innovations as reinforcing RCS’s mission: secure, conversational, and intelligent communication between brands and their customers.
The Future of Branded Messaging (RCS) Is Already Here
The latest RCS updates aren’t just technical enhancements; they redefine how brands and customers connect. From scheduling appointments to sending digital passes, from in-chat payments to conversational ads, RCS blends engagement, commerce and trust into one unified experience.
At Britannic, we help organisations unlock this potential through Branded Messages — delivering verified, multimedia-rich communications that strengthen customer relationships, reduce friction, and elevate every customer interaction.
The future of messaging isn’t coming. It’s already in your customer’s inbox.
