The growth of RCS in the Netherlands

What is RCS?

RCS (Rich Communication Services) is the successor to text messaging, with the capabilities of a modern app. Businesses can use RCS to send rich, visual messages with buttons, carousels, images, video, and real-time interaction - all within your smartphone's standard messaging app.

What does RCS mean for marketers?

For Dutch marketers, RCS offers a unique opportunity to communicate directly, personally, and in a conversion-oriented manner. There is particular potential in sectors such as retail, e-commerce, mobility, installation, travel, and financial services. With interactive buttons, visual product flows, and real-time updates, you can easily build retention, increase conversion, and remain relevant at the right moment. Brands that get on board now will set the tone for customer interaction in 2026 and beyond.

RCS in the Netherlands: accelerated growth in 2026

Vodafone, KPN, and Odido now support A2P RCS via Google Jibe, which enables business messaging on Android. This creates full interoperability on the Android platform. At the same time, Apple has announced that it will support RCS in iOS 18, which means that iPhones will also be joining in soon. The technical infrastructure is now in place, so it's up to you to use this channel strategically.

The latest developments on RCS Business Messaging can be found at www.rcsbusinessmessaging.nl.

Example 1: HEMA - Seasonal campaigns that really come in.

HEMA runs recognizable campaigns around moments that matter. Think school start, Easter or the summer collection.

What HEMA can do with RCS:

• Personalized carousels with children's clothing or gardening items tailored to location and season
• Reminders of discount codes that are about to expire, with action buttons such as "Use Now" or "View Action"
• Store locator with live store inventory of popular products

Marketing Impact: more shopping traffic, higher click-through and better retention on seasonal promotions.

Example 2: Coolblue - Service as marketing

Coolblue is known for its customer-centric approach. With RCS, they can make that service even more personal.

What Coolblue can do with RCS:

• Real-time delivery updates with buttons like "Change delivery time" or "Follow live"
• Schedule and confirm installation appointments within one call
• Follow-up: "Were you satisfied?" with a rating or follow-up action
• Interactive product recommendations based on previous purchases (e.g., accessories to a newly purchased laptop)

Marketing impact: lower pressure on customer service, more satisfied customers and a higher Net Promoter Score (NPS). And higher repeat purchases with smart cross- and up-sell opportunities.

Example 3: Center Parcs - strengthening retention and experience

Vacation parks like Center Parcs live by customer experience. RCS offers opportunities to make that experience more personal.

What Center Parcs can do with RCS:

• Booking reminders with upsell options such as late check-out or extra wellness
• Tips for activities during the stay, tailored to family composition or weather
• Before departure a message: "Fancy another vacation? Book now with 10% discount"

Marketing Impact: higher customer satisfaction, retention and additional revenue from additional services.

Conversational flows: from push to dialogue

RCS makes marketing more than just sending. You build real, automated conversations:

• Allow customers to schedule a call appointment via quick replies
• Offer multiple delivery options directly to an order
• Ask for feedback and have follow-up steps followed immediately

Why it works:

RCS enables brands to have real conversations - not with long forms or loose links, but through short, streamlined interactions. Customers respond with a single tap of a button, easily choose from suggested options and are taken step by step. This way, communication doesn't feel like marketing, but like a natural conversation. That ensures higher engagement AND more conversion - with minimal effort for the customer.

Why this is the perfect time to start

With full network coverage on the way AND iPhone support in sight, now is the time to experiment with RCS:

✅ Much higher open and interaction rates than email or text messaging

✅ Perfect for staying top-of-mind, retention, upsell and conversion

✅ Safe and secure thanks to verified company profiles

Want to know more about RCS?

Download the white paper from RCS Business Messaging Netherlands at: http://mobilewater.hubspotpagebuilder.com/nl/rbm-whitepaper

Or contact us directly for advice at: rcsbusinessmessaging.co.uk/advice