What are the three types of RBM?
RBM, built on the RCS (Rich Communication Services) standard, offers branded, secure and interactive messaging. Depending on your message goal, there are three formats to choose from:
- Basic – a branded, one-way message
- Single – a message with interactive actions
- Conversation – a two-way chat experience
Each format plays a role, whether you’re sending alerts, driving clicks or starting a real dialogue.
Basic – verified & branded notifications
Ideal for: order updates, confirmations, service alerts
Basic brings your brand into the conversation. The message includes your logo, brand colours and verified name, adding instant trust. It works well for clear, one-way updates where no reply is needed.
Basic is still limited to 160 characters, just like an SMS. But it looks and feels more professional, and it’s easy to recognise as coming from your business. Even better, basic RCS uses the same APIs as SMS, so it’s simple to transition without needing to overhaul your existing messaging setup.
Example:
A healthcare provider sends an appointment reminder with a link to reschedule.
Single – prompt users to act
Ideal for: time-sensitive offers, simple replies, follow-ups
Single lets you add rich and interactive elements like rich cards, carousels, suggested replies and actions. These give customers a clear next step, without needing to type a reply or start a full conversation.
This type works best when you want quick decisions or direct engagement.
Example:
A retailer promotes a seasonal sale with buttons: Browse offers and get discount code.
Conversation – support & guide your customers
Ideal for: booking flows, customer service, account updates
Conversation is fully interactive and built for dialogue. It combines rich features from single that help users complete tasks seamlessly. You can resolve queries, complete actions, or provide personalised support—all within the messaging app.
Example:
A travel company give customers flight updates through a guided chat experience.
Which message type is right for your message?
Choose the message type based on what you want to achieve:
- Need to share info fast with a branded and verified sender? Use basic.
- Want attention, clicks or quick input? Go for single.
- Looking to create an experience? Choose conversation.
Many businesses combine all three across the customer journey—for example, sending a basic confirmation, following up with a single-message offer, and handling queries through conversational flows.
Why the right format matters
RBM lets you meet customers where they already are, with the tools to create branded, secure, and relevant conversations. Choosing the right format helps you not just reach your audience but also seamlessly guide them to action or resolution.
How to start with RCS Business Messaging (RBM)
Getting started with RBM is straightforward, especially when you partner with an experienced messaging provider like LEKAB. We’ll guide you through business verification, brand registration and the technical setup with mobile operators.
In the Nordics, many companies are starting with basic RBM to secure their branded presence in Android message threads with SMS as a fallback. It’s a simple first step that builds trust and recognition, which is especially important while RCS support is still limited on iOS devices.
Once your business is verified, you can begin sending messages that not only look better but also perform better, unlocking new ways to engage your customers with rich, secure, and measurable communication.
