Apple plans to offer support for Rich Communication Services (RCS) Universal Protocol in 2024, which will improve interoperability between Android and iOS devices for person-to-person messaging, but has no immediate impact on business messaging. The change is expected to have a greater effect on the world of consumer messaging, allowing users to experience more modern features like read receipts and reactions. This development shows promise for the future of rich messaging in both consumer and business contexts, with RCS Business Messaging and Apple Messages for Business offering similar capabilities. However, the world of business messaging remains complex due to unique preferences and requirements, making it challenging for businesses to adopt a multichannel rich messaging experience across use cases. Despite this, the announcement highlights the potential for increased adoption of OTT channels and the importance of partnering with customer engagement platforms that offer multichannel APIs and easy integrations to support businesses in embracing new technologies and prioritizing investment in customer engagement.