Attentive®, the omnichannel marketing platform redefining how brands and people connect, introduced Visibility AI, a new targeting layer designed to help brands maximize the value of RCS for Business.

Attentive was among the first platforms to launch RCS for Business with Google in the U.S. Since then, the company has helped leading brands run and optimize RCS campaigns in real-world marketing programs—helping them send hundreds of millions of messages and supporting more than 250 approved RCS agents for brands across industries. Learnings from early deployment informed the development of Visibility AI, Auto-upgrade, and RCS-specific testing tools, giving marketers a more reliable way to test and grow RCS as they prepare for peak moments like Prime Day and Black Friday, Cyber Monday.

Helping Brands Get the Most Value out of RCS for Business

RCS is a core capability that brands expect to seamlessly enable and integrate with existing messaging experiences. Since first introducing RCS for Business in 2024, Attentive has been focused on three core principles to ensure brands can continue maximizing performance on their messaging programs:

Visibility AI: Make messages visible
Attentive’s iOS 26-optimized targeting layer determines whether a subscriber is more likely to engage with an RCS message or an existing SMS thread based on inbox visibility signals. This builds on Attentive’s broader approach to maximizing inbox visibility including innovations like its patented two-tap™ mobile technology, helping drive stronger overall program performance by ensuring messages land in the customer’s primary inbox, rather than being filtered to unknown senders.

Auto-upgrade: Make experiences consistent
While Visibility AI determines the best messaging path for each subscriber, Auto-upgrade helps maintain continuity over time by automatically converting SMS/MMS messages into their RCS equivalent. This helps brands avoid fragmented threads and deliver a more seamless transition as they introduce RCS.

Tailored Launch Support: Make adoption easy
Tailored launch support, built-in RCS A/B testing, and streamlined agent approvals helps brands adopt RCS for Business more efficiently. Backed by Attentive’s experience running real world RCS programs, brands can get an RCS agent live in just a few weeks while maintaining strong program performance.

“RCS creates real opportunity for brands, but it also changes how rollout has to work,” said Karine Terzibachi, Chief Business Officer at Attentive. “Brands don’t just need access to RCS for Business, they need a seamless way to adopt it while maintaining strong performance and consistent user experiences. We built Visibility AI and Auto-upgrade so marketers can understand what performs and scale with minimal effort.”

Delivering measurable business impact

FragranceNet campaigns demonstrate the impact of RCS on Attentive’s platform.

“Our early campaign tests have shown incredible engagement results, and we're just getting started,” said David Janecek, Director of Email and SMS at FragranceNet. “RCS has opened the door to a new world of brand interaction. We’re exploring how to harness its full potential—building personalized experiences for every shopper segment, at every touchpoint along the journey."

Bringing RCS for Business into real-world marketing programs

For the first time in more than 30 years, brands can move beyond basic SMS to deliver richer, more interactive messages directly in the native messaging inbox. As those experiences become more dynamic, how brands roll them out becomes increasingly important to maintaining performance and customer trust.

“We’re seeing real momentum behind RCS for Business as brands look for more effective ways to engage customers in the native messaging app,” said Alexandre Allemand, NorthAM GTM Lead, RCS for Business at Google. “With partners like Attentive, brands can move beyond experimentation and begin scaling richer messaging experiences in the channels customers already use.”