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Customer trust has never been more crucial to business success. According to Zendesk, 83% of consumers say they will not do business with brands they don't trust. Although customers appreciate the convenience of interacting with businesses through short message services (SMS) text messages, the rise in text-based scams and phishing attempts has compromised their trust in this communications channel.
Businesses need to keep the convenience and immediacy of text messaging, while providing secure messaging that protects customers and earns their valuable confidence. Rich communication services (RCS) messaging, which is available to Android users and Apple customers using iOS 18.1 or better*, makes it possible to achieve both goals at once. Here's what businesses need to know about RCS, how it can increase customer trust and brand authenticity, and the many other ways it can enhance customer communications.
Julie St. Pierre
Senior Manager,
Product Marketing - APIs
The trust challenge in modern business messaging
When it comes to customer engagement, businesses have two major challenges to address. First, they have to make sure their messages reach customers. Second, when messages arrive, they must be presented in a way that increases customer trust while enhancing security. Traditional SMS messaging is widespread, and as a result, most customers know how to use it, but it has become increasingly vulnerable to fraud and abuse. Seventy-five percent of organizations worldwide were targeted by smishing attacks in 2023, according to a Statista survey. As generative AI makes it even easier for cyber criminals to launch their deceptive texting campaigns, smishing could become even more rampant. Businesses and consumers alike have reason to be concerned about how to maintain trust in this environment.
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