For years, the only way to put a picture in a text message was MMS. It never caught on for business: it was expensive, images arrived squashed and blurry, and there was no branding, no buttons and no way to see what happened next. In our experience, the organisations that used MMS marketing most were the mobile networks themselves, promoting their own offers. RCS changes that. This guide explains why MMS didn’t work, what RCS does instead, and how to use images in RCS marketing that customers actually respond to.
In short: forget MMS. RCS Business Messaging sends sharp images, swipeable carousels and tap-to-act buttons from a verified, branded sender, straight into the phone’s own messaging app. Phones that can’t receive RCS can get the same rich message, images included, as a branded web page by SMS link, so every customer sees your pictures.
Why MMS never worked for business
Too expensive
An MMS cost many times more than an SMS, which ruled it out for campaigns to large customer lists. That’s why most MMS marketing came from the networks, who weren’t paying the same rates.
Poor image quality
Networks and handsets shrink MMS images to small file sizes, so photos often arrived compressed, cropped or blurry, which is the opposite of what a marketing image needs.
No branding
An MMS comes from a number, with no logo, brand name or verification, so customers can’t easily tell a genuine offer from a scam.
Unreliable delivery
MMS depends on mobile data and the right handset settings. Some customers saw a download link or nothing at all instead of the picture.
No interaction
There were no buttons. To act on an offer, customers had to type a long web address or reply with a keyword.
Little to measure
With limited delivery reporting and no tap tracking, it was hard to know whether a campaign worked.
Here is RCS: picture messaging done properly
RCS (Rich Communication Services) is the upgrade to SMS built into modern phones’ default messaging app. With RCS Business Messaging, your messages arrive from your verified brand, with your logo and colours, and can include images, video, rich cards, carousels and buttons. Customers don’t need an app, and they reply or tap in the same place they read their texts.
| MMS | RCS Business Messaging | |
|---|---|---|
| Sender | A phone number | Your verified brand name, logo and colour |
| Images | Small, compressed files | Sharp images and video, in cards sized for the screen |
| Layout | A picture and some text | Rich cards and swipeable carousels with titles and descriptions |
| Actions | Type a web address or reply | Tap to open a link, call, see a map, add to calendar or reply |
| Trust | Easy to imitate | Brand verified before you can send |
| Reporting | Limited | Delivery reports, replies and button taps |
| Phones without it | Message may not arrive | everymessage sends a web version by SMS link, or a plain SMS |
Ways to use images in RCS marketing
Product carousels
Show several products in a swipeable carousel, each with its own picture, price and “Buy now” button. Ideal for new ranges, sales and back-in-stock alerts.
Personal offers
A single eye-catching card with the customer’s name and offer, and buttons to shop online or find the nearest store.
Events and launches
An event image with the date and venue, plus buttons to book, add to calendar or get directions.
Property and vehicles
New listings or stock with photos, key details and a button to arrange a viewing or test drive.
Travel and leisure
Destination images, last-minute deals and upgrade offers, with a button straight to booking.
Loyalty and renewals
A branded card showing points, rewards or a renewal offer, so customers can act in one tap instead of searching for a login.
Tips for image campaigns that work
- One clear image, one clear action. Uncluttered pictures with one focal point work best on a small screen, with a single main button.
- Keep the important words out of the picture. Put the price, date or offer in the card’s title and description, so it’s always readable and works with screen readers.
- Size for mobile. Use images made for a phone screen and keep file sizes light, so cards load quickly on mobile data.
- Personalise. Merge the customer’s name, nearest store or offer into each card from your data.
- Use a carousel for choice, a single card for focus. Carousels suit browsing; a single card suits one offer or reminder.
- Get consent and offer an opt-out. RCS marketing follows the same UK rules as SMS marketing. Only send to customers who’ve agreed, and include an easy way to stop.
- Measure and adjust. Compare delivery, replies and button taps between images and offers, and send more of what works.
Every customer sees your pictures, even without RCS
Not every phone can receive RCS yet. Where MMS simply failed on those phones, everymessage checks each recipient and picks the best channel automatically.
- RCS phones get the full branded message with images, carousels and buttons in their messaging app.
- Other phones get an SMS with a personal short link on rcsview.uk, our secure viewing domain. Tapping it opens the same rich message, images, carousel and buttons included, as a branded web page in the phone’s browser. Button taps still come back to you as replies.
- Or plain SMS if you prefer a simple text fallback for that send.
Each link is unique to the customer, so the web page shows their personalised card, and the platform records when each link is first opened. Unlike MMS, the pictures don’t depend on handset settings: if the phone can open a web page, the customer sees your images.
You see what was delivered by RCS, by web link and by SMS in the portal and through the API. Read more about RCS Business Messaging and how it compares in RCS vs SMS vs WhatsApp.
How to get started
- Brand verification. We set up your RCS agent, your branded sender, and take it through verification with Google and the mobile networks.
- Design your cards. Build rich cards and carousels with your images in the everymessage Template Designer, with a live preview and no coding.
- Choose your audience and fallback. Send to a group from the portal or through the RCS API, and choose a web version or SMS for phones without RCS.
- Measure. Track delivery, replies and taps, and refine your next campaign.
Frequently asked questions
Is RCS the same as MMS?
No. MMS sends a picture or short video from a phone number, with no branding or buttons. RCS Business Messaging sends from a verified brand, with your logo, rich cards, swipeable carousels and tap-to-act buttons, and reports what was delivered.
Can I still send MMS picture messages to UK customers?
MMS still exists on UK networks, but it was always expensive per message, images are heavily compressed and it carries no branding or buttons. For business picture messages, RCS does everything MMS did and much more.
What happens if a customer’s phone can’t receive RCS?
everymessage can send them an SMS with a personal short link on rcsview.uk that opens the same rich message, images and buttons included, as a branded web page. You can choose a plain SMS instead if you prefer.
Can I send marketing by RCS?
Yes, under the same UK rules as SMS marketing: you need the customer’s consent, you must identify yourself, and every message needs a simple way to opt out. everymessage can add an opt-out link to rich messages.
What kind of images work best in RCS cards?
Clear, uncluttered images with one focal point, sized for a phone screen and kept light so they load quickly. Put key information such as the price or date in the card text rather than inside the image, so it’s always readable.
Do customers need an app to see RCS picture messages?
No. RCS messages arrive in the phone’s built-in messaging app, in the same place as their text messages.
Ready to send your first picture campaign?
We’ll help you verify your brand, design your first rich cards and choose the right fallback for every customer.