APPLE EMBRACES RCS IN IOS 18—AND MARKETERS SHOULD BE CELEBRATING

Summary from the TLDR Marketing newsletter

Apple announced that its Messages app will support Rich Communication Services (RCS) in iOS 18. The new standard will replace SMS as the default communication protocol between Android and iOS devices. RCS allows marketers to create more engaging customer experiences, including personalized messages and videos, location-based suggestions, and dynamic carousels.