Sending business messaging via SMS still has its place, but these days, marketers are often looking for something a bit more engaging. That’s why many have turned to WhatsApp. Its rich media capabilities and wide reach make it an attractive option for jazzing up bulk messaging campaigns. However, while WhatsApp can expand your audience, it’s worth noting that it might not always be the most cost-effective choice, especially for larger operations.
Enter RCS (Rich Communication Services), the exciting newcomer that’s turning heads in the marketing world. Like WhatsApp, RCS packs a punch with its dynamic, media-rich messaging capabilities, allowing brands to send everything from images and videos to interactive carousels. Originally exclusive to Android, the game changed with the rollout of iOS 18, which introduced RCS support and brought iPhone users into the mix, enhancing its reach and appeal as a cost-effective alternative.
But relying solely on one channel isn’t always the best strategy. To truly maximise reach and efficiency, savvy marketers are adopting an omni-channel approach. By blending RCS, WhatsApp, and traditional SMS, brands can ensure that their messages connect with every user, all while keeping costs down.
In the section below, we explore how leveraging a combination of WhatsApp and RCS through EnableX’s omnichannel Campaign Cloud can help marketers reach their target audience cost-effectively, without sacrificing reach or impact.
Cost Comparison : WhatsApp vs Omnichannel Messaging Campaign
Let’s explore two scenarios for a campaign targeting 100,000 people to illustrate these savings:
Scenario 1 – Using WhatsApp only
The below table shows the cost of sending 100,000 messages via WhatsApp Business, using EnableX Campaign Cloud.
| # of Messages | Channel | Cost Per Message/ Conversation (US$) | Total Cost for Campaign (US$) |
| 100,000 | 0.0106 | 1,060 |
Total cost of WhatsApp-only campaign = US$ 1,060
Scenario 2 – Using RCS with WhatsApp as the failover
In this scenario, using the EnableX Omnichannel Campaign Cloud solution, RCS serves as the primary channel for rich media delivery and automatically switches to WhatsApp if the recipient’s device doesn’t support RCS, ensuring maximum reach and reduced costs.
The table below assumes a campaign of 100,000 messages, where 70,000 are successfully delivered via RCS, and the remaining 30,000 messages automatically failover to WhatsApp for devices that do not support RCS.
| # of Messages | Channel | Cost Per Message/Conversation (US$) | Total Cost for Campaign (US$) |
| 70,000 | RCS | 0.0026 | 182 |
| 30,000 | 0.0106 | 318 |
Total Cost using RCS with WhatsApp as the Failover = US$500
Total savings : 53%
Future Outlook for RCS Reach
Currently, we estimate a 70% delivery rate via RCS. However, with ongoing adoption of newer Android devices and the recent support of RCS on iOS 18, this percentage is expected to rise significantly in the coming quarters—potentially reaching 90%. This shift will further reduce the reliance on WhatsApp as a fallback, driving costs down even further.
If you’re looking to implement a cost-effective, high-reach omni-channel messaging strategy, sign up for a 30-day free trial or contact us today to learn more about how EnableX’s Omnichannel Campaign Cloud can optimise your campaigns.
