News

Brand new way for brands to engage on-the-go

March 12, 2017

Brands seeking new efficiencies and novel approaches to mobile subscriber engagement are taking note of Google's introduction of its Rich Communication Services Early Access Program. The service, which Google debuted as a kick-off to Mobile World Congress, allows users to interact in new ways, including suggested replies and actions, verified senders with branding, larger file sizes and dynamic rich media directly in the native messaging client, according to a news release.

To give brands a way to take advantage of the new technology, Waterfall is partnering with CLX Communications to participate in RCS Business Messaging, allowing users to access a scaleable platform, which Waterfall said in a news release gives marketers a single point of contact to broadcast messages to their entire mobile subscriber base. The platform is created to efficiently handle daily tasks, like scheduling and directions without leaving the messaging environment. Waterfall said these assets will help brands boost engagement, conversions and brand loyalty.

The platform automatically identifies RCS-enabled handsets and optimizes content for the best messaging to each subscriber. Offline headsets and those which are not RCS-enabled automatically default to SMS/MMS solutions to help brands deliver to their total audience without knowing which phones have the technology. Waterfall said that as RCS penetration grows, more subscribers will get access to the improved experiences in the platform.