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The RCS (Rich Communication Services) standard is gaining traction in Europe as an evolution of SMS, designed to enable more advanced conversational experiences. In this context, an increasing number of companies are adopting this channel to enhance customer communication.
“Volume has increased fivefold in Europe: more brands are using it alongside WhatsApp Business. Following Apple’s announcement of support for this standard, adoption accelerated significantly, and we are now seeing a growing number of RCS use cases,” says Pierre-Elie Zipilivan, CEO of Plusmo Protect.
Across the region, operators and technology providers are integrating cloud-based enterprise messaging platforms built on CPaaS (Communications Platform as a Service), simplifying campaign deployment and accelerating adoption among organizations.
According to a Global Market Insights report, the European RCS market generated approximately USD 758 million in 2024, accounting for around 29% of the global market. It is also expected to experience significant growth between 2025 and 2034.
Expansion is being driven by enterprise adoption, marketing digitalization, and the rollout of 5G networks, with countries such as Germany, France, and the United Kingdom leading implementation.
Additional factors include growing consumer demand for more dynamic messaging experiences, increasing smartphone penetration, and the need for businesses to adopt asynchronous communication to improve customer service.
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In Europe, digital transformation initiatives and regulatory frameworks are fostering secure and standardized communication, driving the growth of Rich Communication Services. “Support from telecom operators and cross-border collaboration to promote interoperability are accelerating the adoption of consistent enterprise-grade rich messaging capabilities”, highlights the Global Market Insights report.
The research also indicates that companies across industries such as retail, travel, automotive, and banking are using RCS for personalized customer interactions, transactional alerts, and AI-powered conversational experiences.
Another study by KBV Research projects that the European rich communication services market will grow at a compound annual growth rate (CAGR) of 24.5% between 2024 and 2031.
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Plusmo has already developed several RCS business messaging use cases in Europe. For example, French startup BeeToGreen, a sustainable mobility provider offering bicycles and services for employees and businesses, leveraged this channel to increase customer engagement. The company aimed to notify users about their remaining balance and encourage usage before expiration.
To achieve this, it deployed RCS, combining rich media, interactivity, and high visibility. The results included a 40% read rate, 84.6% reach, and a 22.7% click-through rate.
Similarly, Post Luxembourg, a state-owned postal and telecommunications corporation, used RCS to strengthen its brand image across Luxembourg, France, Germany, and Belgium through corporate video campaigns. The initiative generated over 1 million impressions and 324,000 full video views. Another example is the restaurant Mazeh in Paris, which also successfully implemented the channel.
Besson Chaussures, a leading multi-brand footwear retailer in France, aimed to drive immediate traffic to its website and stores during Black Friday. The campaign was sent to a representative sample of customers, with an automatic SMS fallback to ensure full coverage.
The RCS campaign, optimized for performance and supported by visual content, maximized impact and improved user engagement.
In February 2026, Plusmo launched its first AI-powered RCS messaging use case, enabling companies to replace traditional SMS push campaigns with real conversations, personalize communication, and automate campaigns.
The project involved a car dealership that previously relied on standard text messages. “The campaign targeted customers due for their annual vehicle service. Because RCS is interactive, customers can respond and share their specific situation. This level of interaction doubled engagement”, Zipilivan explains.
To leverage the benefits of rich business messaging and Google RCS B2B—and to capitalize on the advantages of RCS over SMS—organizations can rely on specialized aggregators such as Plusmo, which facilitate integration with enterprise systems like CRM platforms and help optimize campaign performance.
