The Rise of RCS Business Messaging

India, South Africa, Mexico, Spain and France saw the largest percentage growth in users of RCS commercial messaging in 2024, according to the latest research from MEF. These five markets together saw an average 4% increase in the number of opted-in smartphone users that received commercial RCS messages – with India up 7%, followed by South Africa, Mexico and Spain (up 3%) and France (up 2%). On average, 15% of smartphone users across these five markets now receive RCS messages from brands, although India has more than double the ratio of users than its nearest rival – 27% versus 13% in South Africa. Full details are available to download in MEF’s 10th Annual Consumer Trust Study.