Gupshup has put Rich Communication Services for Business into a self-serve dashboard that brands can use alongside their existing messaging channels. The Mumbai-based company says the move makes it the first platform to combine carrier-grade RCS agent onboarding, built-in AI orchestration and a customer experience suite inside a single workspace.
What the platform changes
Until now, launching RCS has often meant speaking to a sales team or setting up a separate vendor relationship. Gupshup’s new flow lets businesses create an RCS agent, secure carrier approvals and launch campaigns through the same account, login and wallet they already use for WhatsApp, SMS, Voice and Web.
Beerud Sheth, Co-founder and CEO of Gupshup, described the push: “As RCS adoption grows globally, businesses need an easy-to-use self-serve platform to get started.”
For marketers, that is the practical shift: the dashboard is designed to remove onboarding assistance and sales engagement from the launch path. Brands can accept the rate card and terms, recharge their wallet, create an agent, test it on invited devices and then request launch. A single submission can provision the agent across supported carriers in the markets a brand selects.
The service is available globally, including India, the United States, Brazil, Mexico, the UK, Germany, France, Spain, Italy and Canada, along with other markets across Latin America, Europe, Africa and Asia.
Why the timing matters
RCS already operates in the default messaging apps on Android and iOS, giving brands rich media, interactive quick replies and verified profiles without pushing customers to a separate app. Global RCS traffic is projected to exceed 200 billion messages by 2027, driven by AI agents joining conversations and more customers completing transactions without leaving the chat.
Gupshup brings serious backend scale to the claim. Its Rich Business Messaging infrastructure supports up to 15,000 transactions per second and routes traffic through more than 80 operators across over 20 countries. The company says it has crossed 50 billion cumulative RCS messages, a number it says makes Gupshup the largest independent RBM hub in the world.
What’s included
- Single account and wallet for RCS, WhatsApp, SMS, Voice and Web
- Carrier-grade agent onboarding, sandbox testing and launch from the dashboard
- Built-in AI orchestration and native support for Model Context Protocol
- Template management, campaign management, journey deployment and cross-channel analytics
- Partner and reseller tools: separate projects, shared wallets, white-label portals and consolidated billing
The partner angle is significant for agencies and aggregators. They can manage onboarding for multiple clients, create separate projects, invite customers to complete the process themselves, and operate under their own branding without separate integrations.
What marketers should do
Start with a controlled test rather than a big-ticket launch. Create one RCS agent, invite a handful of devices, run message flows, and check the analytics before requesting carrier approval. Because the same wallet covers RCS and your other channels, spend visibility should improve across messaging, voice and web.
The launch follows Gupshup’s recent Voice AI move and extends its self-serve omnichannel strategy: one platform for messaging, voice and rich media instead of several disconnected vendors.
Source: MediaNews4U
