RCS: What Apple’s WWDC 2024 announcement means for business messaging

Apple has announced that iOS 18 will support Rich Communication Services (RCS) messaging, allowing users to send multimedia content and advanced functions across iOS and Android devices. This move is expected to enhance the messaging experience for both person-to-person (P2P) and application-to-business (A2P) interactions. Apple's commitment to supporting Universal Profile 2.4 indicates that it may also support RCS Business Messaging (RBM), which would enable businesses to reach iOS devices with RBM messages. However, carrier support remains a crucial factor for the widespread adoption of RBM in the US.