Interactive Messaging Technology Becomes a Complementary Channel to WhatsApp and SMS
INFOBIP predicts that Rich Communication Services (RCS) will become a strong alternative in Indonesia’s digital communications landscape for brands. The technology is seen as enriching how companies interact with customers through multimedia messages that are more interactive than conventional SMS.
Enterprise Business Director of Infobip Indonesia, Kukuh Prayogi, says readiness of infrastructure is a key factor in driving RCS for Business adoption in the domestic market. He regards collaboration with mobile operators such as Telkomsel as playing a major role in expanding the reach of the service.
“With Indonesia’s huge user base, Telkomsel plays a crucial role in this partnership to strengthen the RCS for Business infrastructure, particularly in extending reach and encouraging adoption,” Kukuh said in Jakarta on Wednesday 20 May.
Infobip previously launched the RCS for Business service in 2025 through a collaboration with Telkomsel and Google. The partnership is described as a pivotal part of accelerating the RCS ecosystem readiness in Indonesia, covering core technology development, network integration, and distribution of the service to enterprise customers.
According to Kukuh, Telkomsel’s broad mobile network is an important element in supporting RCS-based messaging delivery. Through this collaboration, Infobip’s platform is expected to reach more enterprise customers across Indonesia.
Beyond infrastructure, the collaboration also helps Telkomsel to expand its digital service portfolio for the business segment. Brands, meanwhile, can utilise RCS as a channel of communication that is more visually rich and interactive.
Kukuh assesses that device compatibility is no longer the main barrier to RCS growth. This is driven by broader support for the technology across device ecosystems, including Android and iOS.
He noted that Android devices dominate in Indonesia, consistently above 88% since 2020, a factor strengthening market readiness. On Android devices, RCS adoption is relatively easier because the technology is built in via Google Messages.
“On Android devices, RCS adoption is relatively easier because the technology is built in via Google Messages,” he said.
The inclusion of RCS support in iOS 18 is also seen as increasing cross-device and cross-platform compatibility, including for Apple device users. This means opportunities for RCS adoption in Indonesia are becoming more open.
However, Kukuh said, a large-scale implementation still faces challenges. One is the complexity of the ecosystem needed for the RCS for Business to be broadly deployed.
To address this, Infobip relies on strategic partnership approaches with various parties. Google plays a role in developing core technology and platform standardisation, Telkomsel supports network integration and service distribution, while brands and aggregators contribute to content development and RCS implementation.
Other challenges come from the need for infrastructure to handle rich media content, such as high-resolution video and carousel. In an archipelagic country like Indonesia, differing connectivity quality across regions makes latency a key factor.
“In archipelagic nations like Indonesia, with varying connection quality across regions, latency becomes a key factor because it can directly affect user engagement,” Kukuh explained.
To meet this challenge, Infobip implements a strategy of Localised Content Delivery using a Content Delivery Network (CDN) and edge servers in various parts of Indonesia. This strategy is expected to load content faster and more stably.
From the brands’ side, another challenge is the need for a fallback mechanism because RCS adoption is not yet fully even. Brands still need to rely on other channels such as SMS and WhatsApp so that messages reach all users.
In the midst of WhatsApp’s dominance, Kukuh emphasised that RCS is not positioned as a replacement. He said RCS is more appropriately viewed as a complementary channel in an omnichannel communications strategy.
WhatsApp remains important for two-way customer interactions. Meanwhile, RCS can be used to distribute large-scale interactive multimedia messages through the device’s built-in inbox, without needing to download an additional app.
“Avoid competing directly; RCS and WhatsApp can coexist,” he said.
Kukuh also sees RCS opening up new opportunities for premium brands to build more personal and immersive communication experiences. Through features such as verified sender profiles, carousel cards, quick-reply buttons, and message lengths up to 3,072 characters, brands can deliver more interactive communications while building customer trust.
He cites premium hotels as an example that can use the carousel feature to display virtual tours of rooms. Meanwhile fashion or skincare brands can use visual elements and interactive calls to action to present deeper product storytelling.
“For premium brands, the quality of communication reflects the quality of the product they offer,” Kukuh said.
To introduce RCS to consumers, Kukuh recommends brands begin with transactional messages that users already expect, such as order confirmations, shipping updates, and OTP authentication.
He notes this approach will make RCS feel like an upgrade to the customer experience rather than a disruption. Brands should also ensure transparency about the reasons for