RBM: Rich Business Messaging

RBM (Rich Business Messaging) is a type of messaging service that allows businesses to send more interactive and engaging messages to customers. It is an upgrade to the traditional SMS (Short Message Service) and MMS (Multimedia Messaging Service) formats, enabling businesses to incorporate features such as images, videos, and buttons to create more compelling and personalized customer experiences.

RBM (aka SMS2.0) is based on the Rich Communication Services (RCS) protocol, which is an evolution of SMS that adds a range of new features and capabilities. Unlike traditional SMS, which is limited to 160 characters and plain text, RBM messages can contain rich media and interactive elements that allow customers to engage with businesses in new and exciting ways.

Benefits of RBM over SMS

There are several benefits of RBM (Rich Business Messaging) compared to SMS (Short Message Service):

Richer content: RBM allows businesses to include rich media such as images, videos, and buttons in their messages. This means that businesses can create more engaging and interactive content that is more likely to grab customers’ attention.

Improved customer experience: With RBM, businesses can provide customers with a more personalized and streamlined experience. They can use buttons and menus to guide customers through the messaging process, making it easier for them to find the information they need.

Increased engagement: Because RBM allows for more interactive content, it can help businesses increase customer engagement. Customers are more likely to respond to messages that include rich media and interactive elements.

Better tracking and analytics: RBM platforms typically offer better tracking and analytics capabilities than traditional SMS. Businesses can see who has received and opened their messages, and they can track customer responses to specific messages.

Lower costs: RBM is often less expensive than traditional SMS, especially for businesses that send a large volume of messages. Because RBM is based on the Rich Communication Services (RCS) protocol, it is often included in mobile carriers’ data plans, making it more affordable for businesses to use.

Overall, RBM offers several benefits over traditional SMS, including richer content, improved customer experience, increased engagement, better tracking and analytics, and lower costs.

RBM compared to instant messaging apps

There are several benefits of RBM (Rich Business Messaging) compared to instant messaging apps:

Wider reach: RBM is supported by most mobile carriers and is available on most smartphones, which means that businesses can reach a wider audience with RBM than with instant messaging apps.

More secure: RBM messages are more secure than instant messaging apps because they are encrypted end-to-end, which means that the content of the messages is protected from unauthorized access.

Better branding: With RBM, businesses can use their own branding in their messages, which helps to reinforce their brand identity and build brand recognition with customers.

More reliable: RBM messages are delivered directly to customers’ messaging apps, which means that they are less likely to be missed or ignored than messages sent through instant messaging apps, which can be buried among other messages and notifications.

More structured: RBM messages can include structured data such as menus and buttons, which helps to guide customers through the messaging process and ensures that they receive the information they need in a clear and organized way.

Overall, RBM offers several benefits over instant messaging apps, including wider reach, better security, better branding, more reliability, and more structured content. However, it’s important to note that instant messaging apps can still be a valuable tool for businesses, particularly for one-to-one interactions with customers or for more informal communications..   

RBM benefits compared to Email

There are several benefits of RBM (Rich Business Messaging) compared to email:

Higher open rates: RBM messages are more likely to be opened and read than emails. This is because RBM messages are delivered directly to customers’ messaging apps, which they check frequently throughout the day.

More immediate delivery: RBM messages are typically delivered instantly, while emails can sometimes take several minutes or even hours to arrive in customers’ inboxes. This means that RBM messages are better suited for time-sensitive communications.

More engaging content: RBM messages can include rich media such as images, videos, and buttons, which makes them more engaging and interactive than email. This can help businesses capture customers’ attention and increase engagement.

More personalized experience: RBM messages can be personalized based on customers’ preferences and behaviors, which can make the experience more relevant and meaningful to them. This can help businesses build stronger relationships with their customers.

Lower opt-out rates: RBM messages are less likely to be marked as spam or unsubscribed from compared to emails. This is because customers have more control over which businesses they receive messages from, and they can easily opt-out of receiving messages from businesses they no longer want to hear from.

Overall, RBM offers several benefits over email, including higher open rates, more immediate delivery, more engaging content, a more personalized experience, and lower opt-out rates. However, it’s important to note that RBM should not be seen as a replacement for email, but rather as a complementary channel that can be used in conjunction with email to provide a more holistic customer experience.