If your eCommerce brand has not started using RCS Business Messaging, then you’re missing out on one of the fastest-growing marketing tools in 2025.
With rapid adoption rates across the globe, Apple’s RCS support through iMessage, and a growing 1.5 billion user base, RCS is giving online retailers the competitive edge they’ve been asking for.
RCS, like iMessage and WhatsApp Business, delivers rich media, interactive features, and real-time updates.
Think about carousel product demos, highly personalized offers, and on-demand support agents- all within your messaging app.
But as with everything, this power comes with responsibility.
Brands need to acquire explicit opt-in consent. No opt-in, no RCS messaging. However, let’s not think about this as a bunch of red tape; let’s rather focus on the importance of gaining trust and accurate audience segmentation.
Buyers don’t want spam, and online retailers don’t want hit-and-miss campaigns. This is why opt-in consent is imperative for building trust and driving sales success.
A well-managed opt-in strategy not only keeps your eCommerce brand compliant, but it also ensures customers receive messages they find relevant and valuable.
How RCS Business Messaging Opt-ins Work
Understanding how RCS opt-ins work is pivotal if your online store is looking to engage customers while staying compliant.
RCS vs SMS Opt-in Requirements
Like SMS opt-ins, RCS Business Messaging requires the same user opt-in consent before brands can begin to send RCS messages.
This can typically be done through digital forms, checkboxes at checkout, or customer-initiated interactions.
An opt-in will require the customer to provide consent to receive RCS messages from your business by providing their mobile phone number.
To maintain compliance, we recommend your eCommerce store follow the terms set by RCS technology providers, local and international mobile network operators (MNOs), and local data protection laws.
Failure to do so can result in communication restrictions or suspensions.
Key Compliance Measures to Consider for an Opt-in Campaign
Demonstrating clear opt-in and opt-out processes during the service launch.
Providing users with an easy way to unsubscribe at any time.
Ceasing communication immediately after a user opts out unless they opt back in.
Ensuring data protection measures align with applicable privacy regulations.
Once users opt in, your eCommerce brand can send and receive RCS messages, provided you adhere to RCS regulations and maintain legal compliance.
5 RCS Marketing Best Practices for Compliance in 2025
Register with an accredited RCS technology provider, like Smobi.
Ensure your business undergoes RCS Business Messaging verification during the onboarding phase with your technology provider (this is a similar process to blue tick verification for Instagram or X).
Always obtain opt-in consent prior to sending any RCS Business communications.
Provide honest, complete, and accurate information about your business, industry, products, and services.
Comply with all applicable requirements described in the Acceptable Use Policy by Google and GDPR compliance regulations.
Not certain where to start with global compliance? We recommend you visit CookieYes for a wealth of information about GDPR compliance in 2025.
Best Practices for Gaining RCS Opt-ins Using Strategic Incentives
Online shoppers are more likely to subscribe to your RCS messaging campaign when they receive something valuable in return. Offering incentives makes the opt-in process more appealing, and this will increase your campaign engagement rates.
Discounts
A limited-time discount in exchange for opting in can encourage immediate action. Think about having a pop-up on your eCommerce website or a checkout prompt offering 10% off a first purchase as an effective way to drive opt-ins.
Loyalty Programs
Creating a loyalty program with exclusive deals, rewards, and early access to new products gives buyers a reason to keep coming back. It’s all about offering ongoing value for opting in.
Exclusive Content
A smart way to gain opt-ins and avoid opt-outs is by offering exclusive content, such as behind-the-scenes updates, members-only promotions, or personalized recommendations, which can make the decision to stay opted in way more compelling.
This gives repeat customers access to consistent insider-only deals and content tailored to their interests.
Creating a Seamless Opt-In Experience Across Multiple Customer Touchpoints
Shoppers interact with eCommerce brands across various platforms, so providing multiple opt-in avenues ensures you have broader reach.
Website Pop-ups: Use clear, value-driven messaging to encourage sign-ups with exclusive deals or updates.
Email Campaigns: Invite existing subscribers from your email list to opt in by clicking a link in the email.
QR Codes: Strategically place QR codes on product packaging or order inserts to encourage opt-ins.
Social Media and Paid Ads: Promote RCS opt-ins through targeted posts and paid ads linking directly to the sign-up page.
Checkout and Forms: Include an opt-in checkbox during online purchases or lead capture processes.
In-App Prompts: Utilize push notifications or pop-ups within your eCommerce app to invite users to subscribe.
Customer Support and Live Chat: Encourage opt-ins during interactions with support agents or automated chatbots.
Clearly Communicating What Users Can Expect From RCS Messages
Transparency builds trust and ensures shoppers feel in control of their communication preferences.
Frequency: Indicate how often messages will be sent (e.g., weekly promotions, order status updates, limited-time sales).
Message Type: Define what content users will receive, such as exclusive deals, restock alerts, or personalized customer support.
Opt-in Confirmation: Send an immediate confirmation message once a user subscribes.
Opt-out Instructions: Make it easy for users to unsubscribe with clear opt-out options in every message.
Data Privacy & Security: Consistently reassure users that their information is protected and won’t be shared.
Managing User Permissions and Compliance
Adhering to data privacy laws is non-negotiable when running an RCS opt-in campaign.
RCS messaging compliance regulation detailed by Google ensures that brands follow regulations like GDPR (General Data Protection Regulation) and TCPA (Telephone Consumer Protection Act), reducing the risk of penalties while protecting customer data.
Compliance with regulations such as GDPR, TCPA, and other digital communication laws requires all eCommerce brands to respect user consent and protect their personal information.
4 Key Compliance Considerations
Secure Data Handling: Implement robust encryption and secure storage protocols to protect user data from breaches and unauthorized access.
Consent Tracking: Meticulously maintain records of user opt-ins, including timestamps and consent methods, to demonstrate compliance during audits.
Opt-out Management: Establish an automated and immediate opt-out process to swiftly honor user requests and maintain compliance.
Legal Review: Partner with a qualified legal compliance officer to ensure all messaging policies and practices align with applicable laws and regulations in each operating region. This will need to include local or international compliance if your eCommerce store is operating across borders.
Conclusion
RCS success hinges on smart opt-in strategies and strict adherence to local and international data compliance regulations.
It’s crucial for all eCommerce brands in 2025 to prioritize data protection with robust security and encryption measures- while being transparent about how customer data will be used.
Providing clear opt-in consent processes is non-negotiable! This remains essential to ensure ongoing compliance with privacy laws like GDPR and TCPA.
RCS holds great potential, but this potential can only be harnessed by brands who earn and maintain trust.
Remember, it’s not only about executing a great opt-in campaign; it’s about building lasting customer relationships founded on honest business communication and integrity.
