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Overview

RCS helps elevate brand trust and increase business engagement. It allows you to send personalized messages and visual media to customers, improve efficiency, and enable automated notifications. You can send RCS messages using Rich Card or Simple Text message types. Businesses can communicate with customers interactively through RCS messages created using exciting templates. Templates are pre-designed components that can be easily customized and reused to create RCS messages efficiently. They allow for quick and seamless content creation, saving time and aiding in the development of engaging and visually appealing messages. For users outside India, template approval is not needed, and sending free-form RCS messages is allowed. Although the use of RCS templates is not mandatory for these users, it is still recommended for the convenience of reusing message content.

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Use Cases

RCS can be used in multiple use cases. To refer to RCS use cases, read Introduction to RCS.

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Template Management

On the RCS template management page, MoEngage allows you to create additional templates, search for existing templates, filter templates, edit, view, duplicate, and delete templates. To manage all your RCS Templates:

1. In the MoEngage dashboard, navigate to Settings > SMS, MMS & RCS > RCS template management.
2. On the RCS template management page, you can see the following fields:

   Field	Description
   Search template by name, content	Use this search bar to search for templates using their name or content.
   Filter ( )	Use this additional filter option to filter templates based on Template Type, Provider, and Sender profile.
   Add Template	Click Add Template to add templates to your MoEngage account.
   Template name	The Template name column in the table lists the names of all the created templates. The template name is a hyperlink; clicking it will redirect you to the template in view-only mode.
   Content	The Content column displays the message added to the content section of the respective templates while creating them. Hover over it to view the entire message.
   Template Type	The Template type column mentions if the template is Simple Text or Rich Card.
   Sender Profile	The Sender Profile column mentions the name of the sender profile for each template.
   Provider	The Provider column mentions the name of the provider for each template. (For example, Karix, Gupshup)

After a template is added, you can manage it according to whether or not an active campaign uses it. You can View, Edit, Duplicate, or Delete the template.

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Add Templates in MoEngage

To add templates in MoEngage, perform the following steps:

1. Navigate to Settings > SMS & RCS > RCS template management. Click + Add Template.

2. On the Add template page, under the template Settings section, enter the following details:

3. On the Add templates page, under the Content section, enter the following details. You can add the content of the message to be conveyed to the customers.
   • Simple Text
   • Rich Card

   A Simple Text template is a basic text-only message type that allows for detailed communication without images or videos. It can include a verified checkmark for credibility and your brand’s logo for brand recognition. If the Template type is set as Simple Text, you can add up to eleven actions.
   The following image illustrates how the Content section appears in a Simple Text template type.

   Field	Description
   Message	Enter the exact message added to the template in the provider’s dashboard. You can enter up to 2500 characters. The message must communicate the objective to your audience. It can have text and variables. Ensure that the variables consist of only alphanumeric characters, underscore, and curly brackets (for example, {{v1}}, {{custom\_param}}) for personalization during campaign creation.

   The following image shows an example of an RCS message that uses the Simple Text template.

   A Rich Card template type can engage with the audience using visual media. It includes images and videos in addition to text messages. If the Template type is set as Rich Card, you can add up to four actions.
   The following image illustrates how the Content section appears in a Rich Card template type.

   Field	Description
   Select card orientation	Select the orientation in which you want your rich card to be displayed. The available options are: Horizontal: When you select this option, the Select card alignment list is enabled. Vertical: When you select this option, the Select media height list is enabled.
   Select card alignment	If the Select card orientation is set to Horizontal, you must select the alignment in which you want to display your rich card. The available options are: Left Right Following are the sample images for horizontal-left and horizontal-right, respectively.
   Select media height	If the Select card orientation is set to Vertical, select the media height at which you want to display your rich card. The available options are: Small Large Following are the sample images for vertical-small and vertical-large, respectively.
   Select media	Select the type of media you want to display on the rich card. The available options are: Image Video
   Select media type	Choose the media type. The available options are: Static: Static media are fixed at the template level. For example, static images can be used to send the same image in all messages to target users across all campaigns where this template is used. When you select this option, the Image/Video source field is enabled. Dynamic: Dynamic media are flexible and can be personalized for each campaign or user in that campaign. If the Select media type is set to Dynamic, you can configure it during campaign creation. . Note: While adding media using the URL, the base URL must remain static. You can only personalize the variable components of the URL using attributes.
   Image/Video source	If the Select media type is set to Static, you must specify the Image/Video source by uploading it directly from your device or linking it to an external source.
   Card title (Optional)	Enter a title for the card. You can add up to 200 characters.
   Card description (Optional)	Enter a description for the card. You can add up to 2000 characters, including the personalized variables.

   Here are supported media types, media formats, and file sizes that MoEngage supports:

   Content-type	Supported format and file size
   Image	The supported file types for uploading an image are JPG, JPEG, GIF, and PNG. The maximum file size is 2 MB. The image must be in a 3:1 aspect ratio and must have an optimal resolution of 1440 x 480 pixels.
   Video	The supported file types for uploading a video are H.263, M4V, MP4, MPEG, MPEG-4, and WebM. The maximum file size is 10 MB.

   The following image shows an example of an RCS message that uses the Rich Card template.
4. You can add actions that allows the customers to interact with the brand. There are multiple different types, they can either reply, set a reminder, click to call, or click on URL. On the Add template page, under the Action section, enter the following details.
   If the Template type is set as Simple Text, you can add up to 11 actions; if it is set as Rich Card, you can add up to 4 actions.
   The following three fields are common, regardless of the actions you choose. The tabs below details which fields are specific to certain actions.

   Field	Description
   Type of action	Select the type of action you require. The available options are: Reply: Use this option when you want your customers to reply to the sent message with a single click response. Calendar event: Use this option when you want your customers’ calendar app to create an event with the information filled in advance. Dialer Action: Use this option to open the dialer on the customer’s device. URL Action: This option allows you to enter a URL to which you want to redirect the customer. For more information on each type of action, refer to the tabs after this table.
   Title	Enter a title for the CTA button. You can personalize the title, allowing you to name it differently for individual customers.
   Enter suggestion postback	When the user clicks the RCS message action, the entered value is returned, facilitating additional chat functionalities.

   • Reply
   • Calendar Event
   • Dialer Action
   • URL Action

   

   

   Field	Description
   Event title	Enter the name of the calendar event. For example, Financial Planning Masterclass.
   Event description	Enter the description of the event. For example, Basics of Financial Planning, Retirement Planning, Case Studies.
   Event start date & time	Select the event start date and time from the calendar. For example, 17 Mar 2025 10:00 AM.
   Event end date & time	Select the event end date and time from the calendar. For example, 17 Mar 2025 11:00 AM.

   

   Field	Description
   Phone number	In the Select option list, select the country code and enter the phone number. For example, +91 - 900XXXXXXX.

   

   Field	Description
   URL	Enter the URL where the customers have to be redirected. For example, http://www.example.com/.

   URL actions are tracked for clicks automatically and can be viewed in Campaign Analytics. Clicks on links contained in the description are also tracked if enabled.
5. After completing all configurations, click Save.

The template will be listed on the RCS template management page.

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Personalizing RCS content

MoEngage uses a specific personalization format. Always use double curly braces ({{ }}) for all personalized fields, including the title, description, CTA titles, and so on.
If you are creating content on a platform that uses a different syntax, update the variables to use double curly braces before saving the template in MoEngage. Otherwise, the variables will be sent as plain text.
Ensure that variable names contain only alphanumeric characters, underscores, and curly braces. For example: {{v1}}, {{custom\_param}}. For more information, refer to Personalize RCS Campaigns.

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Next Steps

Create an RCS Campaign