Channels to watch in 2026 and beyond
While these channels aren't exactly "new" to the scene, RCS and Apple Messages for Business are undergoing massive transformations. They’re quickly becoming the go-to options for brands that want to stand out and give their customers richer experiences.
Let’s look at why these three channels are making a splash and how you can use their specific strengths to get ahead of the curve.
Rich Communication Services (RCS)
Since the recent expansion of RCS support across both iOS and Android, RCS has fundamentally transformed text messaging from a plain-text utility into a high-engagement branded experience that delivers trust. Now if consumers are running a modern operating system and use their device's native messaging app, businesses can deliver app-like functionality — including custom branding, rich media carousels, one-tap actions, and quick replies. And the scale of this opportunity is massive: 90% of global consumers use their phone's native messaging app, jumping to 98% in North America.
Global consumers’ use of native messaging app
|
|
Total |
NAMER |
EMEA |
APAC |
LATAM |
|---|---|---|---|---|---|
|
Use native messaging app |
90% |
98% |
91% |
93% |
76% |
|
Only use a third-party app |
10% |
2% |
9% |
7% |
24% |
RCS vs SMS engagement metrics
|
|
RCS |
SMS |
RCS vs. SMS impact |
|---|---|---|---|
|
Get clicked on (either a hyperlink or image) |
37% |
33% |
12% higher |
|
Lead to conversion (making a purchase, completing signup, etc) |
7.8% |
6.6% |
18% higher |
|
Increase in spend by consumers when using this channel |
22% |
16% |
38% higher |
These features give RCS a distinct competitive edge over traditional SMS/MMS, boasting a 12% higher click-through rate, an 18% conversion rate, and a 38% increase in average order value. While we see RCS as the future of text messaging, we recommend you take a “test and learn" approach for any new channel — start with a pilot, measure the impact, and expand where you see the highest return on your investment.
Many companies have seen early success introducing RCS. Fresha, a global leader in beauty and wellness bookings, saw immediate gains after upgrading from standard SMS:
41.3% read rate on appointment messages
6% increase in appointment confirmations
7.1% boost in customer reviews
Apple Messages for Business (AMB)
Another channel we expect to make a splash in the coming years is Apple Messages for Business. Because it’s customer-initiated, it's a good option for sales and support use cases, rather than outbound marketing blasts.
The biggest perk? No carrier fees for users in the Apple ecosystem. Just remember that it remains an iOS-first experience; non-Apple customers will receive a standard SMS fallback, which is a key consideration if your audience is split between platforms.
