RCS vs WhatsApp: What’s best for your omnichannel strategy in 2025?

Now in 2025, we’ve reached a tipping point in customer messaging. RCS is finally bridging the iOS divide, and WhatsApp is going fully native in CRM tools like Iterable and Klaviyo.

The question is no longer “if” these channels matter, it’s “which” one makes sense for your brand.

Let’s break down what’s happening, and what it means for your customer journeys.

What is RCS and why is it getting a second wind?

RCS is essentially the next-gen version of SMS. Think images, carousels, buttons, and real-time updates, all inside the native messaging app. For a long time, it’s been Android-only, which seriously limited adoption. With iOS 18 rolling out RCS support from iOS 18 in September 2024, we have been waiting for Martech tools to add support.

Bloomreach was the first major CRM platform to go all-in on native RCS support back in 2024. This year, Braze doubled down too, pushing its benefits hard at their City x City London event. And it’s easy to see why: RCS feels seamless. No extra app. No clunky fallback. Just rich, responsive messaging, right where your customers already are.

WhatsApp: The heavyweight in CRM messaging

On the other side of the ring, WhatsApp remains a powerhouse. It’s the most-used messaging app globally, and it’s finally becoming more CRM-friendly. Iterable and Klaviyo just launched native WhatsApp capabilities, enabling real-time customer interactions without workarounds.

What makes WhatsApp shine? Global reach. Trust. Encryption. It’s the go-to channel for personalised messages in regions like LATAM, APAC, and parts of Europe. It’s also well-suited for structured journeys: think conversational commerce, service updates, and post-purchase follow-ups.

The challenge for marketers when it comes to marketing via WhatsApp, is ensuring that their campaigns are relevant and add value, rather than being seen as intrusive. Stats show that whilst WhatsApp reigns supreme for staying connected with friends and family (both at 54%), over 57% of consumers say that they are fiercely protective of their WhatsApp space, making it clear that this is sacred ground. To successfully leverage this channel, brands need to strike a balance whilst respecting their audience’s personal boundaries. And of course, giving your customers choice over how, when and where you communicate with them should be paramount to your CRM strategy.

Real-World Journey: Using RCS in Practice

So what does this actually look like in a journey? Here’s a simple retail example using RCS:

• Step 1 – Awareness:

A new user clicks a banner ad for your seasonal sale. They browse but bounce without converting.

• Step 2 – Abandon:

Your CRM tool flags the drop-off within the hour. You send an RCS message: a rich visual of the product they viewed, a tailored discount, and a “Buy Now” button. They take another look. Why not?

• Step 3 – Reminder / Nudge:

24 hours pass. No conversion yet. Time to push urgency with a final nudge—perhaps a limited-time offer. The message hits natively and instantly.

• Step 4 – Purchase:

The customer buys. They get an RCS receipt and even a map to track their order.

• Step 5 – Review / Re-engage:

A week later, you follow up. Maybe it’s an email review request, or another RCS message suggesting a complementary product.

All of this happens in one unified flow; No app-switching, no friction.

So, RCS or WhatsApp?

It’s not a one-size-fits-all answer. Here’s the short version:

• Choose RCS if: your audience is mostly mobile-first, spread across Android and iOS, and you want to build native-feeling journeys with rich media. Especially powerful now that Apple’s onboard.
• Choose WhatsApp if: your users are already active on it (hello, LATAM), or if you’re working in regions where WhatsApp is the primary messaging channel. Its conversational UI and high open rates are tough to beat.

Think stack, not just channel

The smarter move? Don’t think of this as RCS “vs” WhatsApp. Think about what your Martech stack can support, and what your customers actually use. Native integrations (like those launched by Iterable, Klaviyo, Bloomreach and Braze) make these channels far easier to activate than ever before.

And most importantly, think customer-first. No matter the tech, your message needs to be timely, relevant, and useful.

Let’s connect

Not sure which channel makes sense for your audience or stack? Let’s chat. At Flourish, we help CRM teams build journeys that actually deliver, on the right channels, at the right time.