Adapt or Die: How the Resilient Marketer Survives 2026
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Session Summary
This session introduced Rich Communication Services (RCS) as a transformative upgrade to SMS. The speaker walked through how RCS enables richer, app-like experiences directly in the native messaging inbox—carousels, buttons, and branded content—without requiring downloads. The pitch was framed around trust: Google has prioritized security and carrier adoption to ensure RCS becomes a reliable global standard. By making SMS smarter and more interactive, RCS bridges the gap between text and app while maintaining the reach and immediacy of mobile messaging.
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