RCS Agent
What is an RCS Agent?
An RCS agent is the verified business identity — name, logo, description and use case — through which a brand sends RCS Business Messaging to customers after approval by Google and the mobile carriers.
An RCS agent is the brand's registered identity inside RCS Business Messaging. Unlike an SMS sender ID, which is a short code or an alphanumeric string that anyone can imitate, an agent carries the brand name, logo, colour, description and a verification badge that the recipient sees directly in the messaging app. That badge is what makes RCS messages trusted in markets where SMS fraud is common.
Agents are created through a Google-authorised messaging partner such as a CPaaS provider. The partner submits the brand's details and intended use case for approval before the agent can send traffic. Timelines depend on the launch model: a Google-managed launch can complete within a few business days once requirements are met, while carrier-managed reviews take longer. Agents registered as transactional and later used for promotions are typically flagged or suspended.
Example: a Brazilian retailer registers an agent named after its store brand, gets approval from Vivo, Claro and TIM, and sends Black Friday carousels that arrive with the brand's logo and verification badge instead of an anonymous short code.
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Useful Materials
Apple RCS is live on iPhone. Which EU and UK carriers support it and how to plan campaigns with SMS fallback.
Why unregistered senders get filtered in the EU and UK, and what each country requires for sender ID registration.
Vivo, Claro and TIM coverage, iPhone status, where RCS beats SMS in Brazil and how to launch with SMS fallback.