The RCS initiative from the GSMA is intended to provide a specification for future IP-based messaging, voice and multi-media services, through which mobile operators will be able to remain relevant as a service provider in the face of the threat from OTT players. RCS is predicated around the MSISDN as the key end user identity, and defines a uniform set of capabilities around chat, group chat, file transfer and in-call content sharing that are interoperable across all mobile operators (like SMS) and across native RCS delivered on OEM devices.

The specification includes the RCS CPR profile, which defines an interoperable operator service covering legacy SMS, IP messaging, voice and video, across downloadable apps for smartphones, tablets, web and TV, and that is interoperable with native RCS from device OEMs. CPR introduced Enhanced Calling allowing the transformation of the user experience around voice calling.

Most recently, GSMA Universal Profile, supported by Google, to unify the regional variances of RCS and to accelerate the mass-market reach of RCS in all Android devices. Whilst not aiming to extend the feature set of RCS, Universal Profile will simplify, unify and lay the foundation for future A2P BOT services to be offered to RCS communities.