Rule was among the first in Sweden with RCS – here’s what we thought

When RCS started to become an option for business communications in Europe, we at Rule chose to get in early. We saw where mobile communication was going and wanted our customers to have access to the channel already when it matured. That choice has given us, and our customers who communicate via Rule, a head start that we see clear effects of today.

Why we went early into RCS

We work every day to help businesses reach their customers on the right channel, at the right time. Email has long been the backbone and SMS the direct alternative. But we saw a pattern where recipient expectations moved faster than the channels. People wanted communication that felt modern, visual and interactive, in the simplest way without having to download a new app.

RCS solved it. The same immediacy as SMS, but with the ability to build an experience with branding, interactive buttons and image carousels right in your phone’s native messaging app.

We chose to prioritize it early on, and that required us to have the right infrastructure in place.

The collaboration that made it possible at the right scale

Delivery infrastructure, sender certification and compliance in each market are the basis for a new channel to work in practice, for thousands of customers at the same time.

This is where the cooperation with Infobip has played an important role. We have been working with Infobip since 2012, and when we brought in RCS we already had a common understanding of how we wanted to build. This allowed for a fast and stable rollout without requiring huge internal resources from our side. Instead, we could focus on the platform development while the delivery worked from day one.

To understand in more detail how we work with Infobip, you can read more about our cooperation here.

What it means for you as a customer

RCS in Rule works in the same editor you already use for email and SMS. Drag-and-drop, same logic, same analysis tools and the same flows. You add the channel to an existing flow or build a new one, without having to learn a new tool or wait for a technical integration.

We now have a couple of years of experience in the channel and can guide you in what works. We understand which use cases perform best, how to set up your sender identity and how to measure results against your other channels.

What we see working best are situations where the experience reinforces the message, such as loyalty offers with a clear visual identity, a campaign with several offers or a collection release where each product wants to take its place.

Going forward

RCS adoption is accelerating in Europe. The channel is now supported by a large majority of smartphones, after both Android and iOS started adding it by default.

The brands that have started working with RCS via Rule are already seeing good results and with our experience in the channel we know what it takes to get there quickly.

Curious about what RCS can look like in your feeds? Read more about RCS here or get in touch directly and we’ll look at it together.

Customer case: Refunder sent one of Sweden's largest RCS campaigns during Black Friday

Refunder sent over 100,000 RCS messages during Black Friday with SMS fallback for full reach. The result was a 90% open rate, higher engagement and stronger brand position. The campaign showed how RCS can break through the noise and create more conversion-driving customer dialog. Read more about their RCS campaign here.