Today, AWS End User Messaging announces support for Rich Communication Services (RCS) for Business. Traditional SMS arrives from a generic phone number that customers may not recognize, making it harder for businesses to build trust. RCS solves this by delivering messages through the same messaging app your customers already use, with a verified business identity that displays your name and logo. AWS End User Messaging provides a scalable, cost-effective way to integrate RCS into your applications. Beyond common use cases like one-time passcodes, appointment reminders, and delivery notifications, RCS enables rich conversational experiences that can transform how customers interact with your brand.

With RCS for Business, you can create and manage RCS agents (the resources used for RCS messaging) directly in the AWS End User Messaging console or through APIs. RCS includes automated SMS fallback, ensuring messages are delivered as SMS when a recipient's device doesn't support RCS with no additional logic required in your application.

RCS integrates with AWS services the same way SMS does today. Events route to Amazon EventBridge, Amazon CloudWatch, or Amazon Data Firehose, and inbound messages are delivered via Amazon SNS to destinations like AWS Lambda or AI agents powered by Amazon Bedrock. This enables you to build bidirectional, AI-powered conversational experiences directly in your applications, transforming text messaging from a notification channel into an interactive experience.

RCS for Business is available in all AWS Regions where AWS End User Messaging is available.

To learn more, visit the AWS End User Messaging RCS User Guide. To get started, see the RCS quickstart guide to send and receive your first RCS test message in 5 minutes.