Attentive has introduced Visibility AI for brands using RCS for Business, aiming to help marketers decide whether a customer should receive an RCS or SMS message.
The launch comes as brands reassess mobile messaging strategies amid changing inbox behaviour on Apple and Google devices.
The new system uses inbox visibility signals and engagement behaviour to determine which format is more likely to reach a customer in a visible thread rather than being diverted to unknown senders. Attentive has also added an automated upgrade feature that converts SMS or MMS messages into RCS versions, alongside testing and rollout tools for brands adopting the newer format.
RCS, or Rich Communication Services, is being adopted by brands as a richer alternative to SMS because it supports branded threads and more interactive message formats within a user's native messaging app. But the rollout has also raised operational questions for marketers, particularly around how messages appear in inboxes and whether switching formats disrupts customer conversations.
Attentive said its approach draws on lessons from early RCS deployments in the US. It has supported more than 250 approved RCS agents and handled hundreds of millions of messages through campaigns with brand customers across several industries.
Rollout tools
The new package centres on three elements. Visibility AI is designed to choose between an RCS message and an existing SMS thread based on inbox visibility signals. Auto-upgrade aims to preserve continuity by converting SMS and MMS messages into RCS equivalents over time, while launch support and A/B testing tools are intended to reduce the risks of introducing the format into live marketing programmes.
Attentive said brands can get an RCS agent approved and live within a few weeks. The company is positioning the tools as retailers prepare campaigns for major shopping periods and weigh whether richer message formats can improve response without harming deliverability.
Karine Terzibachi outlined the rationale for the launch.
"RCS creates real opportunity for brands, but it also changes how rollout has to work. 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," said Karine Terzibachi, Chief Business Officer, Attentive.
Campaign results
Attentive also disclosed results from campaigns run by FragranceNet on its platform. According to the company, branded RCS threads generated a 45% lift in click-through rate, a 37% lift in conversion rate and a 36% lift in revenue per send compared with SMS.
Results were higher for rich media carousel messages. Those messages produced a 106% lift in click-through rate, a 50% lift in conversion rate and a 47% lift in revenue per send against SMS benchmarks, according to Attentive.
David Janecek described the outcome of those early tests.
"Our early campaign tests have shown incredible engagement results, and we're just getting started. 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," said David Janecek, Director of Email and SMS, FragranceNet.
The announcement also highlights the growing role of platform providers in shaping how branded communications appear in consumer inboxes. As Apple and Google make changes to their messaging environments, marketers are paying closer attention to visibility, sender recognition and thread continuity, rather than simply the creative format of a message.
Google, which has been pushing adoption of RCS for Business, said the market is moving beyond small-scale tests. That shift is prompting vendors and brands to focus more on operational controls that can support broader use of the channel.
Alexandre Allemand commented on that trend.
"We're seeing real momentum behind RCS for Business as brands look for more effective ways to engage customers in the native messaging app. With partners like Attentive, brands can move beyond experimentation and begin scaling richer messaging experiences in the channels customers already use," said Allemand.