RCS Business Messaging provides a direct and engaging channel for brands to interact with their consumers. The methods by which a consumer can initiate a conversation with a brand's RCS agent are referred to as 'entry points'.
In the initial phase of the LivePerson RCS connector, all conversations are consumer-initiated. The available entry points are designed to be frictionless, allowing consumers to start a conversation at their moment of need. These entry points can be categorized as either Digital or Physical.
Google-Powered Entry Points
A key feature of RCS is its native integration with Google's ecosystem, providing highly visible entry points for consumers with strong intent.
Google Search / Featured Snippets: An entry point to initiate an RCS chat can be displayed within a Featured Snippet on the Google Search results page. This typically occurs when a consumer performs a high-intent search, such as for a brand's customer service. This placement allows a consumer to start a conversation from the top of the search results.
Digital Entry Points
Digital Entry Points are methods that allow a consumer to initiate an RCS conversation from a brand's online properties or other digital media.
- Website: A brand's corporate website is a primary digital asset for customer engagement. RCS entry points can be integrated into a website using a deep link embedded within:
- The 'Contact Us' page.
- Buttons or links in the site-wide header or footer.
- A floating chat bubble element.
- Unique 'conversation starter' buttons on specific product or service pages.
- Other Digital Media: The RCS deep link can be utilized across various other digital assets, including:
- Emails: Embed a click-to-chat link within marketing campaigns or transactional emails (e.g., order confirmations).
- Brand Applications: Provide an in-app button that allows users to seamlessly transition to an RCS conversation for support.
Physical Entry Points
Physical Entry Points bridge the gap between real-world brand interactions and digital conversations.
- QR Codes: An RCS deep link can be converted into a QR code for placement on physical materials. Scanning the code with a mobile device will launch the native messaging application and start a conversation with the brand's agent. Common placements include:
- In-store signage and displays.
- Product packaging.
- Print advertisements and direct mail.
- Out-of-home advertising, such as billboards.
The RCS Deep Link
The foundation of all RCS entry points is the deep link URL. This link uses the sms: protocol to launch the device's native messaging application and initiate a conversation with a specific RCS agent.
The link is constructed from several components, some of which are optional, allowing for flexibility depending on the use case.
Deep Link Format and Components
Here is an example of a complete deep link that includes all components:
sms:+15554443333?service_id=agent_id@rbm .goog&body=I%20have%20a%20question
Let's break down each part of this link:
- Fallback Phone Number (Optional) This is a standard phone number in E.164 format or a valid short code that is associated with your brand. Its purpose is to provide a fallback path for the message. If a user clicks the link but their device or carrier does not support an RCS conversation with your agent, the message will be sent as a standard SMS to this number instead. Including a fallback number is a best practice to ensure the message is always delivered.
- Agent ID (Required) The Agent ID (referred to as service_id in the link) is the unique identifier for your brand's specific RCS agent on the network. This ID is what tells the messaging application which verified business profile (with your brand name and logo) to open the conversation with. This component is mandatory for all RCS deep links.
- Draft Message (Optional) The body parameter is used to pre-fill the text in the user's message input field when the conversation window opens. This provides the user with a convenient starting point for the conversation that they can simply tap to send.
Conclusion
The array of available entry points demonstrates the versatility of RCS as a medium for brand-consumer interaction. Whether a consumer discovers a brand through an online search or interacts with a product in-store, they have numerous direct pathways to engage in a meaningful conversation.