Cascade routing is an automated message delivery logic that attempts the primary channel first (e.g., RCS or WhatsApp) and falls back to an alternative channel (e.g., SMS) if delivery fails, ensuring the message reaches the recipient regardless of channel availability.
Cascade routing solves a fundamental problem in multi-channel messaging: not every customer can receive messages on every channel. The system attempts the preferred channel first. If delivery fails or the channel is unsupported, it immediately routes the message through the next channel in the cascade — typically SMS.
The logic runs in real time. The sender doesn't need to manage channel selection manually — one API call triggers the cascade.
For businesses operating across multiple markets with varying RCS and WhatsApp coverage, cascade routing is the difference between "our message might arrive" and "our message will arrive." BSG's cascade routing operates across SMS, RCS, Viber, WhatsApp, and Email.
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