Salesforce users have consistently sought RCS functionality on the platform. Previously, RCS was only available through integrations. Vonage released an RCS and SFMC integration to address this gap. Other popular connector vendors include Sinch, Vibes, and Solutions by Text.

​Salesforce has now launched RCS, but only within Marketing Cloud Next, which is experiencing adoption challenges. Enterprise users are encountering difficulties due to the platform’s mandatory use of Data 360 (formerly Data Cloud) and complex reconciliation rules for unified profiles.

​Moving to Marketing Cloud Next is now an additional option for using RCS in Salesforce. However, if you prefer not to migrate from your current setup, you must rely on a third-party connector. 

To make an informed decision, you need to understand how RCS works in Marketing Cloud Next. 

What is RCS in Salesforce Marketing Cloud Next? 

Salesforce integrates RCS within its existing data and orchestration layer. Messages are created using unified customer profiles in Data 360, eliminating the need for separate queries or data exports. Audience segmentation follows the same process as other segments. When a recipient replies, responses are routed directly to an Agentforce agent, with escalation to a live service representative managed through the Service Console, including the full conversation history.

If a recipient’s device or carrier does not support RCS, the platform automatically falls back to SMS, MMS, or WhatsApp, ensuring messages are delivered. 

This prevents coverage gaps for recipients using non-RCS devices or unsupported carriers.

Salesforce RCS marketing features 

Salesforce defines the channel by six key features: 

• trusted branding
• secure sender verification
• rich media
• one-tap calls to action
• read receipts
• two-way conversation

The first two both address the need for trust by providing a recognizable name, logo, and verified badge, which help resolve concerns about potential scam texts from anonymous short codes. Rich media and one-tap calls to action create an app-like experience, offering images, carousels, and buttons that enable actions without leaving the message thread.

The most transformative feature is two-way communication. Messages are no longer just broadcasts with links. Recipients can tap “I need help” to enter a live Agentforce conversation, which uses your product and brand data to address questions without immediate human involvement. If the agent can’t resolve the issue, the conversation seamlessly transfers to a live representative with full context. 

Importantly, adopting conversational interactions is optional. 

A Flow can monitor various actions after a message is sent, such as button taps or message opens, not just text replies. Brands that are not ready to implement full Agentforce conversations can still create value by tracking actions like a click on “more information” and sending targeted follow-ups based on that engagement. This approach lowers the barrier for initial RCS adoption compared to deploying a live agent.

Here are some of the use-cases of RCS as highlighted by Salesforce:

• In retail, a cart-recovery message allows your customers to complete a purchase using biometric authentication directly within the message thread, not just through a checkout link. 
• In healthcare, an appointment reminder includes a “dial now” button, enabling patients to call their provider or start an agent conversation without navigating a portal. 
• For account security, tapping “secure my account” initiates actions like terminating active sessions, rotating API keys, and starting a password reset, all within the same thread. 

Across scenarios like banking fraud alerts and hotel upsells, the key advantage is that a one-tap reply can trigger actual backend actions, such as freezing a card or rebooking an appointment. 

How to set up RCS in Salesforce Marketing Cloud Next?

If you’re considering Marketing Cloud Next for RCS, understanding the setup and its dependencies will help you determine whether the native implementation fits your current Salesforce environment. 

Salesforce breaks down the setup process into these 4 steps: 

• Setting up an RCS sender agent (your verified identity, like name, logo, and sender verification)
• Building content in a drag-and-drop WYSIWYG editor 
• Configuring the Flow to define your audience and schedule
• Establishing the conversational layer to determine how replies and taps are managed, whether through automated paths, agent handoffs, or both

The RCS Marketing Cloud Next setup process extends beyond the technical configuration and includes sender verification, carrier approval, and testing before production deployment. 

It is important to plan for the approval process. Verifying a sender agent requires submitting company information, your logo, and your intended use case—transactional, promotional, or multi-use—through a wizard. This information is then reviewed by carriers and Google. Approval may take a few days or several weeks, depending on the use case. Testing with a limited audience is required before full launch. 

This process is standard for channels that require trust and brand verification, but it means RCS cannot be activated as quickly as a new email template.

How to leverage RCS in Salesforce post-Summer ‘26?

To be fair to Salesforce, this channel only just went GA and is currently available in eight markets — the US, Mexico, Brazil, France, Canada, Germany, the UK, and India. 

If your customer base lives mostly outside those markets, there isn’t much here for you yet.

But if not, consider the following scenarios before considering moving or staying put:

• If you’re already a Marketing Cloud Engagement customer, native RCS specifically requires the MCE Plus tier to reach these newer platform capabilities.
• If your organization already uses Marketing Cloud Next with Marketing Cloud Engagement Plus, or is considering a transition, do test RCS. Begin with low-risk use cases, such as order confirmations, appointment reminders, or restock alerts, to validate sender verification, content rendering, and reply handling before deploying RCS for critical communications.

Of course, you don’t want to migrate to Marketing Cloud Next just for RCS messaging. 

It’s best to go for third-party connectors. But even then, you risk a comedown if you’re going in blind. With respect to third-party integrations, keep in mind:

• A separate vendor relationship is required. Initial setup is typically completed within two to three hours once data extensions and the package are configured. However, full carrier brand verification, which provides a trusted, badge-verified sender identity, takes longer and occurs in parallel. 
• Send categories are mandatory. RCS messages are classified as promotional, transactional, authentication, and similar types, and carriers actively enforce these classifications. Mislabeling a marketing message can jeopardize your standing with the carrier network. Consent and unsubscribe requirements are also strictly enforced, often more so than with SMS.
• Coverage is not yet universal. Apple’s support for RCS has increased its viability in the US, but some carriers still limit testing to a small group of large, pre-approved senders. For example, T-Mobile has been identified as a carrier to avoid during setup in some demonstrations.
• Some features are not yet available. For example, dynamic, per-subscriber images within a carousel are not currently supported by all connectors.
• Costs differ from SMS. Costs vary by country and message type; for example, a plain notification is priced differently than a rich card or a full conversational thread with its own session window, similar to WhatsApp’s conversation-based billing. Accurate RCS budgeting requires understanding your message mix rather than applying a flat markup to your SMS volume.

SMS vs RCS
Use case	SMS	RCS
Reach	Best for universal delivery	Best where RCS is supported
Transactional alerts	Good for simple notifications	Better when actions or rich content are needed
Cart recovery	Reminder with a link	Product preview and in-message purchase
Offers & coupons	Text and links	Buttons, wallet passes and richer CTAs
Customer support	Basic two-way messaging	Interactive, conversational support
Brand trust	Limited sender identity	Verified sender profile and branding
App-like experiences	Redirects to app or website	Complete actions within the message
Cost-sensitive messaging	Better for low-value communications	Better when higher engagement justifies the cost
Adoption strategy	Continue as mainstream or fallback	If needed, introduce gradually and expand through testing

Approach this as a pilot. Select a specific, low-risk use case, such as a delivery confirmation, appointment reminder, or abandoned-browse notification, and test it with a small segment of your list. Ensure your consent processes and data hygiene are robust before sending any promotional messages. Since carriers closely monitor this channel for spam, avoid using outdated or unverified lists. Evaluate performance by comparing results to your own SMS or email metrics, not vendor benchmarks.

If the pilot meets expectations based on early data, you will have a solid foundation to consider expanding into carousels, Agentforce-driven service flows, and conversational/two-way use cases.

Conclusion

RCS adoption is increasing. However, it isn’t that Salesforce users are suddenly mad about it. SMS remains sufficient unless there are compelling reasons to use RCS. As we saw, RCS differs significantly from SMS and requires substantial preparation, particularly with respect to budgeting. 

​Additionally, veteran users are cautious about Salesforce pushing RCS, arguing that demonstrating clear CTR and read metrics is a ploy to justify RCS’s higher costs to corporate clients. 

​We recommend continuing with plain-text if it meets your needs. But if you are considering RCS, make sure you have a clear need and the necessary resources in place.