RCS updates: Is it the beginning of the end for FaceTime?

Since the Rich Communication Services, known simply as RCS, has finally bridged the longstanding gap between Android devices and iPhone, the way we exchange messages has begun to change profoundly.

Originally conceived by the GSMA in September 2008 as a secure and encrypted protocol for peer-to-peer communication, this system is now preparing to face a long-awaited technical upgrade.

The body recently announced the release of RCS Universal Profile 4.0, a package of innovations structured to substantially enrich the user experience.

The technical director of the organization, Tom Van Pelt, has outlined the features of this new version, which aims to bring advanced functionality directly into the default messaging apps of our smartphones, openly challenging third-party apps and established proprietary services.

RCS 4.0: Video calls become a native experience

The most significant new feature introduced by Universal Profile 4.0 undoubtedly lies in the integration of video calls through a system named Messaging-Initiated Video Calls.

This protocol allows users to initiate a video call directly from the text chat screen. The system supports both one-on-one conversations and group conversations.

Participants in a multiparty chat, for example, can join an ongoing video call at any time, even if they couldn’t respond to the initial start of the call. Call logs sync within the chat history.

According to GSMA, this implementation represents the first truly native video calling experience capable of operating barrier-free across devices and different cellular networks.

An interoperability of this scope represents a direct challenge to services like FaceTime or WhatsApp, integrating video directly into the core messaging on smartphones.

Text formatting arrives as well

In addition to video features, the new update also makes a strong impact on the form and quality of exchanged content. Users will have access to the so-called Rich Text, introducing formatting styles within messages.

It will finally be possible to highlight portions of text in bold, use italics, or apply strikethrough text quickly.

To ensure a smooth experience even on older devices, the system will maintain a backward compatibility: the protocol will require non-updated devices to display a plain-text version of the message.

Simultaneously, smartphones will be able to autonomously identify the multimedia formats supported by their interlocutors’ devices, facilitating the exchange of images, audio files and videos at a markedly higher quality than in the past.

New tools for business communication

The business sector will receive particular attention thanks to the introduction of Rich Cards, designed specifically for companies that communicate with their customers via messaging. Companies will be able to incorporate streaming video directly into conversations.

In this way, the end user will not be forced to download heavy files to view promotional content, but will be able to launch it conveniently within the chat window.

The update also gives commercial senders much more precise control over the management of external links. It becomes possible to choose whether to open a link directly inside the messaging app, ideal for consulting a restaurant menu or a quick catalog, or redirect the user to a dedicated application or a web browser if complex operations, such as processing payments securely, are required.

Adoption timelines

Despite the strong interest generated by the announcement, the time required for these innovations to actually reach all users’ screens might not be immediate.

The previous version, RCS Universal Profile 3.0, characterized by the introduction of native end-to-end encryption, was unveiled in March 2025. Currently, leading companies such as Apple and Google are still in the testing phase to ensure full support for that standard.

Therefore, although Universal Profile 4.0 charts a technically fascinating path toward fully interconnected communications, we will need to wait for the development timelines of the tech giants to see these features enabled on our smartphones.