WhatsApp and RCS: The New Messaging Frontier MNOs Can’t Ignore Anymore

International SMS is under massive pressure by alternative channels that currently align better with enterprise cost structures and user behaviour.

WhatsApp Business and Rich Communication Services (RCS) are positioned to capture a growing share of global business messaging between now and 2029. For MNOs, the opportunity is not in resisting this shift, but in shaping how it unfolds.

📈 WhatsApp Is Taking the Lead — Fast

WhatsApp Business is scaling at a pace that reflects both enterprise demand and market economics. Rapid growth in traffic and spend signals a clear change in where brands are placing their messaging investments.

As SMS pricing rises in many markets, WhatsApp increasingly fills the gap, offering enterprises a more cost-efficient channel while maintaining customer engagement. Brand awareness and global familiarity further accelerate adoption, making WhatsApp a default choice for many enterprise teams.

This shift does not in any way eliminate SMS — but it does redefine its role within the messaging mix.

🟢 RCS: A Platform Still Finding Its Identity

RCS is positioned as a high-potential business channel, supported by expanding market availability and growing operator participation. However, adoption has been slower than forecast, not due to technical limitations, but because of how the channel is perceived.

When RCS is framed as an “SMS upgrade,” its broader capabilities are constrained. It is not a replacement protocol. Instead, it is a two-way, interactive business platform that requires a distinct market position.

For RCS to scale, it must be presented as a standalone communication channel, rather than a feature extension of SMS.

🧠 Coexistence, Not Replacement

RCS and SMS are not mutually exclusive. Each serves different enterprise needs, and both must coexist within operator portfolios. Attempts to force a single-channel future risk fragmenting traffic and weakening ecosystem trust.

The most effective strategy is allowing each channel to serve the use cases it performs best, while preserving visibility, control, and security across the ecosystem.

💰 Rich Channels Will Shape Future Revenues

The next phase of business messaging growth will be driven by rich, interactive channels that align with enterprise cost expectations and customer experience demands.

Operators that embrace channel diversification and manage it strategically will be better positioned to sustain messaging revenues over the long term.

🛠️ Nexumtech’s Role

At Nexumtech, we help operators retain control, protect value, and enable scalable messaging as new channels continue to grow.

RCS and WhatsApp are not threats but they are signals of where enterprise messaging is headed. The opportunity lies in managing that shift, not reacting to it.