RCS (Rich Communication Services) transforms messaging with advanced features, surpassing traditional SMS. Available on Google’s Messages app for Android, it allows companies to send interactive, personalized messages with multimedia content directly to customers' SMS inbox. RCS enhances traditional SMS A2P messaging with branding, in-depth analytics, and rich media. This technology, which is the standard for 5G messaging, allows sharing images, videos, audio, and location information, improving engagement and user experience, and presents itself as a valid alternative to OTT messaging apps.