From SMS to RCS: How Rich Communication Services Delivered a 42% Revenue Per Message Increase
How Rich Communication Services delivered a 42% revenue per message increase for Midnight Hour through phased rollout and strategic format selection.
As mobile messaging evolves, brands face a clear inflection point: continue relying on the limitations of SMS, or step into the next generation of customer communication. Midnight Hour needed to determine whether RCS — which supports branded sender profiles, high-resolution images, action buttons, carousels, and verified delivery natively inside the messaging app — could deliver measurably better performance across their highest-value campaigns and flows.
ATTN Agency built the Midnight Hour RCS program from scratch with a phased, performance-first approach. Phase 1 launched RCS to a controlled segment to build a clear before-and-after picture against the SMS baseline. Phase 2 deployed three strategic formats: RCS Cards for product-led visual campaigns, Quick Replies to reduce friction in automated flows, and Card Carousels for collection launches and multi-product promotions. Phase 3 scaled RCS across the full list including abandoned cart sequences, post-purchase touchpoints, welcome series, and Black Friday/Cyber Monday.
- 42% RPM Lift
- 39% Conv. Rate Lift
- 46% Revenue Lift
- 38% Order Lift
Want results like these?
Let's talk about how we can drive measurable growth for your brand.