Compare Now: SMS vs MMS vs RCS Explained Simply

SMS vs MMS vs RCS – what’s the difference, and why does it matter for your business? 

With over 2 trillion SMS and MMS messages sent in the USA alone, messaging remains a cornerstone of communication. But expectations have changed—people want more than just plain text – they need visuals, interactive elements, and easily accessible buttons. 

To understand how messaging is evolving — and what sets SMS vs MMS vs RCS apart — keep reading. 

What is an SMS message? 

Imagine a hurricane is approaching, and emergency alerts need to reach every resident, including those in rural areas with no Wi-Fi or those still using basic phones. SMS is the only channel that guarantees delivery. In fact, about 11% of Americans still use regular phones without internet access—a segment unreachable by app-based messaging but fully accessible via SMS. 

Despite being invented in the early 1990s, SMS remains the backbone of global communication. Over 23 billion texts are sent daily worldwide, and 97% of Americans use texting at least once a day

Alt text: sms-vs-mms-vs-rcs-phone-usasge   

Best for: Quick updates, alerts, and security notifications.

Key characteristics:

• SMS messages have a 160-character limit.
• It’s a text-only format. 
• It works on all mobile phones, irrespective of internet capability.
• It’s the most quick and pocket-friendly way to share information with people. 
• It’s not encrypted. 

Sl.no	Where SMS still matters:	Where SMS falls short
1	Universal reach: Works on every mobile device, from smartphones to basic flip phones.	No multimedia – Can’t send images, videos, or interactive content.
2	Reliability: Uses cellular networks, making it reliable even without internet.	Limited interactivity: Only plain text—no engagement features
3	Immediate: Messages are usually read within minutes; open rates up to 98%	Message length: Longer texts get split, which may confuse readers or increase costs.

What does this mean for businesses?

For businesses, SMS is still a powerful channel—especially when speed, reach, and reliability matter most. Whether you’re sending appointment reminders, critical alerts, or OTPs, SMS ensures your message gets through. It is best for when you don’t need or expect a response from your audience.

However, if you want to share visuals and want more interactions in a campaign, you’ll need to consider channels like MMS.

Read Also: Your Complete Guide to SMS Campaigns: Tips, Types & Tools

What is an MMS message? 

Multimedia Messaging Service (MMS) is like the next-level upgrade from the plain-text world of SMS. 

Consider a restaurant launching a new menu. With SMS, they can only alert customers to the update. But with MMS, they can send a mouthwatering image of a signature dish, a short video of the chef preparing it, or even a coupon code embedded in a colorful graphic. Nowadays, people are inclined towards interacting with MMS more, resulting in a 250% increase in engagement. 

For businesses, MMS is a powerful tool for making a splash, like announcing a sale with vivid visuals or inviting people to an event with a dynamic video.

Best for: Sharing promotional content, event invitations, and product demonstrations.

Key characteristics: 

• MMS messages can include up to 1,600 characters.
• Sending and receiving MMS requires an active internet connection.
• MMS works on most smartphones but may not be supported on phones without data capabilities.
• MMS typically costs more per message than SMS. However, if you are sending longer text messages, converting them to MMS will save costs. 1 MMS costs less than 2 SMS.
• Like SMS, standard MMS is not end-to-end encrypted.

Sl.no	Where MMS wins	Where MMS falls short
1	More effective: By adding visuals to text messages, click through rates can increase by 15%.	Higher costSlightly expensive than SMS, especially for bulk campaigns.
2	Storytelling:Supports visuals, audio, and video for immersive content	Limited compatibility: Not all devices/carriers support MMS; fallback may be text-only
3	Recognition and trust: Adding banded visuals boosts recall and trust.	Internet required:Both sender and receiver need an active data connection

This is how MMS can be sent using Gaglers.

Now, let’s look at how a brand like BMW leveraged MMS not just for engagement, but for serious revenue.

BMW’s Winter Tires MMS Campaign

Idea: BMW used an MMS campaign to promote their winter tires initiative. Action: Instead of sending generic SMS messages, BMW personalized each MMS message based on the customer’s car model. The messages included:  Link to BMW’s website (where customers could explore alternative tires)Price comparisonsDifferent styles for their vehicle. Results:Campaign cost: $60,0001,200 MMS messages sent, with a 30% conversion rate$45 million in revenue generated

Why did this work — and what can you learn from this case study?

Success factor	Takeaway for your business
Personalization	Tailoring content to the individual, even in mass messaging, makes people feel seen and valued.
Visuals	Showing tire styles was far more compelling than just describing them in text.
Clear CTA	Links to the product page directly, which made it easy for recipients to respond immediately.
Timeliness	Messages were sent just as winter began, when customers most likely needed new tires.

MMS works best when you want to make an impression, tell a story, or drive action with visuals. Personalization and timing are key—BMW’s success came from sending the right message, to the right person, at the right moment, using the right medium. MMS can deliver an exceptional return on investment for campaigns where engagement and conversion matter more than cost.

What is an RCS Message? 

Rich Communication Services (RCS) is the evolution of SMS and MMS — imagine your default messaging app getting a makeover that makes it feel more like WhatsApp or Facebook Messenger.

Say in an e-commerce brand, a customer places an order. Instead of a plain SMS with a tracking number, they receive a sleek, branded message with your logo, delivery tracking button, and quick-reply options for customer support. That’s the kind of rich, interactive experience RCS delivers.

As of 2023, over 1 billion users are on RCS, according to Google. This means more businesses can now engage customers with conversational messaging that feels modern, without needing them to download a third-party app.

     

Google celebrating 1 billion RCS users, highlighting its large-scale adoption. 

Best for: Branded promotions, surveys, and transactional updates like delivery tracking.  

Key characteristics: 

• Typing indicators and read receipts (know when your message is seen)
• High-resolution images, videos, carousels, GIFs (with a size limit of 100MB or more)
• Verified business branding (business name, logo, color theme)
• Suggested replies and quick action buttons
• Messages up to 3072 characters

RCS also operates over the internet, making it more cost-effective than traditional SMS and MMS, since you don’t pay per message.

Android devices have supported RCS messaging for several years, and now, with the release of iOS 18, Apple has also introduced RCS support for iPhones

Sl.no	Where RCS wins	Where RCS falls short
1	Rich interactivity: Clickable buttons, carousels, and forms for engaging conversations.	Limited reach: Not supported on all devices or carriers yet; fallback to SMS/MMS needed.
2	Visual impact: High-quality media and branded layouts boost engagement beyond SMS/MMS.	Internet dependency: Needs Wi-Fi or mobile data; can be a barrier in low-connectivity areas.
3	Security: Verified sender profiles and growing support for end-to-end encryption build trust.

Gaglers includes RCS messaging as part of its platform. 

Nespresso achieved 2.3 times higher click rates using RCS messaging compared to SMS.

Let’s take a look at how Nespresso achieved this. 

SMS vs MMS vs RCS comparison

Texting has come a long way—from simple text messages to rich, interactive conversations. Each has its unique features, but they are different from each other. Let’s see the differences here.

Feature	SMS	MMS	RCS
Full name	Short Message Service	Multimedia Messaging Service	Rich Communication Services
Character limit	160 characters	Up to 1,600 characters	Up to 3000+ characters
Delivery method	Cellular network	Cellular network	Wi-Fi or mobile data
Encryption	No	No	In some implementations (like Google)
Business branding	Not supported	Not supported	Verified business profiles with branding elements
Filesize	N/A	Up to 1MB	Up to 100MB
Global reach	Universal (all mobile phones)	High (most modern phones)	Growing (Android-focused; expanding to iOS)
Device support	All mobile phones	Smartphones with internet	Android and iOS (iOS 18 and later)
Use cases	Alerts, reminders, OTPs	Marketing promos, event invites	Transactional updates, customer support

Tip: Use the right channel for the right message—combine reach (SMS), media (MMS), and interactivity (RCS) for the best results.

How to use RCS on Gaglers?

Gaglers supports all three messaging options—SMS, MMS, and RCS. While SMS and MMS are familiar, let’s walk through how your business can set up its RCS sender ID on Gaglers for richer, branded conversations.

How to get your RCS sender ID on Gaglers

1. Log in to your Gaglers account.
2. Select any texting campaign, either ‘Peer-to-Peer Texting’ or ‘Text Broadcast’

3. Under ‘Targeting’ > ‘Numbers’ > Choose ‘Rich Communication Services (RCS)’
4. Apply for it

5. Once your application is approved, you will get a dropdown to select your ‘sender name’

6. And voila, you’re all set to start messaging using RCS. 

Combine SMS, MMS, and RCS for maximum impact with Gaglers

Remember the question at the beginning? 

What’s the difference, and why does it matter for your business? If you’re reading till here, that question will be answered by now. 

Whether it’s the reach of SMS, the impact of MMS, or the interactivity of RCS, each channel plays a unique role in how your brand connects with people at different stages of communication.

With Gaglers, you don’t have to choose just one. You get to mix, match, and maximize—all from a single platform.

👉Ready to see the difference for yourself?

Send your first campaign with Gaglers today and turn every message into a real connection. Get started now!

This article uses AI-generated images