SMS, WhatsApp, RCS: Which Messaging Channel Should D2C Brands Choose?

Since the dawn of time, brands have been trying hard to be noticed. 

The Stone Age marketer probably carved “FIRE SALE” on rocks and threw them at unsuspecting passersby. Centuries later, scrolls, pigeons, and eventually radio jingles got the message out.

Now, in the era of smartphones and short attention spans, there is no shortage of messaging channels. But the million-dollar question is, “Do your customers see you?”

You could craft the catchiest copy and pair it with pixel-perfect visuals, but if you're not on the right communication channel, it's just another shout into the void.

SMS has been a reliable channel for two decades, and then in 2018, WhatsApp Business was launched. While these two channels have become staples in a marketer’s toolkit, there was a third one lurking in the corner, quietly plotting its epic takeover: RCS.

Though RCS was introduced in 2008, it stepped into the spotlight in 2020, thanks to Google’s rollout of RCS chat for all Android users. 

Now, five years later, here we are, wondering which messaging channel D2C brands should bet on. Join us as we explore what’s special about these channels and what else is out there. 

Head-to-Head Comparison of SMS, WhatsApp, and RCS

SMS

Let’s start with a platform that’s been quietly getting the job done since Y2K: SMS.

Businesses began using SMS for marketing communication in the early 2000s. It’s been 25 years, and the veteran channel is yet to go out of style. The channel boasts an open rate of 98%, which is 3.7x more than email and 12.5x more than push notifications.

“Did you know?
95% of texts will be read within 3 minutes of being sent, with the average response time for a text being a mere 90 seconds.”
- Source: Viber

Pros and Cons of SMS Marketing

The open rates and response time for SMS are impressive, aren’t they? Here are some of the channel’s pros and cons.  

Pros

• Universal reach: Since SMS is not dependent on the internet and you don’t have to install an external app,  it works on every phone, even the ones without an internet connection. 
• High open rates: SMS has a higher open rate because most people instinctively check them as soon as they receive them. When your message shows up like a regular text, it feels personal, urgent, and hard to ignore.
• Immediate message delivery: Messages appear directly on device home screens, bypassing notification congestion from other applications.
• Simple & direct: SMS has a character limit of 160. This may seem restrictive, but it forces brands to be direct and effective with messaging.
• Cost-effective at scale: Especially in regions where data usage is limited or app adoption is low, SMS remains an affordable and practical option.

Cons

• Limited Branding: Text-only messages limit your ability to showcase your brand's personality with visuals, GIFs, or audio.
• Strict Regulations: Depending on the country, SMS is heavily regulated, and you must have customer consent to avoid penalties or being flagged as spam.
• No Read Receipts: Unlike WhatsApp or RCS, you can't always tell if the customer saw your message unless they respond.
• Can Feel Impersonal: Without rich media or interactivity, SMS campaigns may come across as generic or outdated if not executed thoughtfully.
• Limited Interaction: SMS is often a one-way communication. Without built-in conversational features, SMS lacks the interactivity that today’s consumers expect from brands.

Use Cases of SMS

• Flash sales and limited-time offers
• Order updates and delivery alerts
• Payment reminders
• OTPs, account security, and payment confirmations
• Event and product launch Announcements

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SMS in Action: A Real-World Success Story

In 2013, when Pizza Hut, UK, wanted to increase sales among existing customers, they combined SMS with geofencing. They used it to send Pizza Hut customers messages when they were within half a mile of the closest restaurant.

After 15 months of running the campaign, they identified that this strategy was 142% more efficient in increasing incremental sales, 4.4 times more effective than TV ads, and 2.6 times more effective than online ads.

This is an example of how timely, location-based SMS marketing can drive immediate action and outperform even the most traditional and digital advertising channels.

WhatsApp Business Messaging
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‍9 years after launching WhatsApp, the brand launched WhatsApp Business to generate more revenue. In a few months, they introduced WhatsApp Business API. Today, billions of businesses around the world use the channel to connect with their customers on a personal level. 

Did You Know?
In 2023, WhatsApp Business reported having over 200 million monthly active users (MAU) worldwide.- Source: Statista

Like SMS, WhatsApp also has an open rate of 98%, and  58% of WhatsApp messages get a reply within a minute. 

Pros & Cons of WhatsApp Business Messaging

Are the response rates and open rates the only reasons WhatsApp is so popular? Dive into the pros and cons of the platform to find out.

Pros 

• Rich Media Messaging: You can create a branded experience in WhatsApp by sharing product images, videos, PDFs, CTA buttons, and more.
• End-to-End Encryption: WhatsApp offers security and privacy, making it a trusted channel for sending sensitive information like order updates or payment confirmations.
• Interactive Conversations: Thanks to features like quick replies, list messages, and interactive buttons, customers can browse and buy without leaving the chat.
• Global Reach: WhatsApp is available in over 180 countries and 60 languages. So brands can easily connect with a global audience. 
• Built for Scale: With API access, you can plug in chatbots, enable quick replies, and sync with your CRM for smooth, automated customer chats

Cons

• Tiered Messaging Limits: There are daily messaging caps in WhatsApp Business that increase based on your engagement and compliance history. So, if you’re a business just starting with WhatsApp, you can only adopt the channel in a phased approach.
• Pre-Approved Templates Required: All outbound messages via WhatsApp Business must use Meta-approved templates, making it harder to send spontaneous campaigns or time-sensitive alerts without prior setup.
• Requires Opt-in: Customers must explicitly opt in to receive messages, which means growing your WhatsApp list takes intention and effort.
• Possible Account Bans or Restrictions: If Meta detects a spike in spammy behavior, high opt-out rates, or policy violations, your business account can be rate-limited or even suspended, especially if your campaign doesn’t align with Meta’s template categories.

Use Cases

• Abandoned cart recovery
• Sending setup guides, tutorial videos, care instructions, and follow-up satisfaction surveys
• Personalized order updates and shipping notifications
• Customer support with automated FAQs or live agents
• Product catalogs and personalized recommendations
• Delivering VIP deals, early access promotions, and personalized discount codes to high-value customers

WhatsApp in Action: A Real-World Success Story

In 2024, Powerade, Coca-Cola’s sports drink brand, set out to energize its presence in Brazil during the Summer Games. Instead of opting for traditional advertising, they turned to where their audience already was, WhatsApp.

Teaming up with the Brazilian Olympic Committee, Powerade launched an interactive WhatsApp experience called Time Brazil, a mobile-first hub designed specifically for Olympic fans. They offered a variety of features for Brazilian sports fans, including event schedules and results, an active medal tracker, athlete information, quizzes, an exclusive sticker pack, the ability to send and receive messages from their favorite Summer Games athletes, and more.

The campaign reached more than 90 million people and drove more than 165,000 unique users to Time Brazil. The brand also saw a 6-point lift in ad recall and a 4.9-point lift in top-of-mind awareness.

RCS

Meet the messaging channel that's been quietly rising to fame while everyone was distracted by the SMS vs. WhatsApp debate. Rich Communication Services (RCS) is Google's ambitious attempt to upgrade the humble SMS into a dynamic, app-like experience without a third-party app.

You could call it SMS 2.0—with rich media, branding, carousels, suggested replies, and even payment options—all inside your native messaging app.

In 2020, Google introduced the platform on Android devices; four years later, Apple made RCS available to devices with iOS 18.

Did You Know?
Research shows that Rich Communication Services (RCS) business messaging traffic will reach 50 billion messages globally in 2025.-Source: Juniper Research

Earlier this month, Google revealed that over a billion RCS messages are sent daily in the U.S. alone, based on a 28-day average. This surge in usage means more people can now share high-quality photos and videos and seamlessly add others to group chats without breaking the conversation or compromising on quality.

Pros and Cons of RCS 

RCS promises to bridge the gap between traditional SMS and modern messaging apps, but like any emerging technology, it comes with both exciting opportunities and some challenges.

Pros

• Rich media capabilities: Send high-resolution images, videos, carousels, and interactive buttons while maintaining the universal accessibility of traditional texting
• Enhanced brand presentation: Display verified business branding, logos, and consistent visual identity directly in the native messaging app without app downloads
• Interactive messaging features: Enable customers to browse products, make selections, and even complete purchases with suggested actions and quick reply buttons
• Seamless integration with existing SMS infrastructure: Build on current SMS campaigns and systems while gradually adding rich features as RCS adoption grows
• No app installation required: Messages appear in the default messaging app that users already check regularly, eliminating adoption barriers

Cons

• Limited carrier and device support: RCS availability varies by carrier, region, and device manufacturer, creating inconsistent user experiences
• Fragmented rollout across platforms: Apple's recent RCS adoption is still limited compared to full Android implementation, potentially limiting reach to iOS users
• Higher complexity and costs: RCS messages typically cost more than SMS and require more technical setup and maintenance than traditional text messaging
• Dependency on carrier infrastructure: Message delivery and feature availability depend on carrier support and network capabilities, which can vary significantly
• Still emerging technology: As a relatively new platform, RCS lacks the proven track record and extensive case studies available for SMS and WhatsApp

Use Cases of RCS

• Product showcases and catalogs
• Detailed shipping notifications with package photos, tracking maps, and delivery time estimates
• Interactive customer surveys
• Guide new customers through setup processes with step-by-step visual instructions and interactive elements
• Promote limited-time offers with compelling product images and instant purchase buttons

RCS in Action: A Real-World Success Story

Subway, which had built a solid SMS subscriber base of nearly 6 million since 2015, sought a more engaging way to connect with customers. In 2018, they ran A/B tests in select U.S. cities, comparing standard SMS with rich, interactive RCS messages.

The campaigns promoted the same offers—a $11.99 sandwich deal and a $20 meal combo—but the RCS versions included branded visuals and clickable buttons.
The RCS implementation delivered exceptional performance improvements, with 140% higher conversion rates for the sandwich promotional offer and 51% higher conversion rates for the meal deal than traditional SMS.

At ZEPIC, we did a quick LinkedIn poll, here’s what we found out:

The Future is Omnichannel

With SMS character limits, Meta’s strict regulations, and RCS’ carrier dependency, blending all these channels together, and creating a unified customer experience will help you keep your customers in the loop and build a stronger relationship.

How can you do this effectively?

This is where omnichannel marketing platforms come into play. With ZEPIC, you can unify all your customer data in one place and send out hyperpersonalized emails and WhatsApp campaigns that convert into sales. Try ZEPIC for free today!

Now which channels should you be using as a Retail business? Apart from the obvious route of asking customers their preferred communication channel at the point of purchase or order, DTC brands should consider a range of strategic, operational, and behavioral factors when choosing between RCS, WhatsApp, SMS, or other channels like Email or Push.

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Stay tuned for our next post on what to look for when choosing a messaging channel.