SMS, WhatsApp, RCS, and email: which channel for which job
Each channel is good at something the others aren’t. SMS reaches every handset with no app and no data plan. WhatsApp carries rich two-way conversations where customers already are. RCS brings verified branding and interactivity to the default inbox on supported devices. Email carries depth and documents. On Messangi they run on one platform, sharing contacts, templates, consent, and reporting.
Comparing the four channels
Every mobile phone, including feature phones. No app, no data
Very high where WhatsApp is the default messaging app
Supported devices and carriers only
Universal, but competing with a crowded inbox
Alerts, OTPs, mass reach, time-critical sends
Two-way service, campaigns, authentication
Verified branded campaigns, rich order updates
Receipts, statements, newsletters, documents
160 characters, plain text
Text, media, buttons, approved templates
Images, carousels, suggested replies, actions
Rich HTML, attachments
Yes, keyword-based
Yes, full conversation
Yes, suggested replies and actions
Limited in practice
Sender ID or short code
Verified business profile
Verified branded profile with logo
Domain reputation, SPF/DKIM/DMARC
Route and sender registration per country
Business verification and template approval
Carrier and device support required
Domain authentication
Northbank: a purchase of $1,240.00 at HOMEPLUS ELECTRONICS was made with your card ending 4417. Was this you? Reply YES or NO.
Tue 10:42NO
10:42Northbank: card ending 4417 is now blocked. Your code to confirm a replacement is 603915. Never share this code.
Tue 10:43Hi Sarah, your flight SA 214 New York → Miami on Oct 12 now departs at 16:05. Seat 14C is confirmed.
Can I add a checked bag?
Of course. One 23 kg bag is $45. Add it to booking K7PX2Q?
The fall collection is here. Members save 20% until Sunday.
Hi Andrew, your statement for Sep 1–30 is ready.
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Most teams don’t pick one
The channels work best in combination: the receipt by email, the alert by SMS, the survey and the service conversation on WhatsApp, the rich order update on RCS where the device supports it and SMS everywhere else. Because they share Contacts and Consent Management, a segment built once works across all four, and an opt-out applies to every one of them.
Not sure which mix fits your use case?
Tell us what you send today and we’ll map it channel by channel, per market.