RCS offers a feature-rich and engaging messaging channel to communicate with customers. The functionality and visually rich UX feel more like a mobile application than a traditional message. Companies will also be excited about the data they can get back from end users, which will help them better understand the customer journey. Our Early Access Program partners tell us that their end users particularly like three features of RCS messages: Action buttons (also called chip lists), message branding that instantly tells them who sent the message, and the ability to use the messaging inbox that's native to the mobile phone.