[DigitalToday reporter Jin-ho Lee] 'RCS (Rich Communications Services)' is now available on iPhones, and South Korea's messaging market is expected to be jolted. The upgraded text messaging system is expanding to iPhones, and user convenience is expected to improve further.

According to the industry on Jan. 26, the three mobile carriers have recently begun formally providing RCS-based corporate messaging services to iPhone users. RCS is a next-generation messaging standard adopted by the GSMA. It can send longer text and higher-quality files than short message service (SMS) and multimedia messaging service (MMS).

The three carriers previously launched an open beta for corporate messaging after the iOS26 update in September last year. They then checked and optimised the safety and compatibility of RCS corporate messaging and switched to a formal service on Jan. 21. The service is available to customers using iOS26 or later on iPhone 11 series and newer models.

RCS supports long messages, high-quality photos and large file sharing, group chats, read receipts and typing indicators, offering an experience closer to a messenger app. iPhone users can also join group chats with Android users with up to 100 participants. Users can also send emoticons along with read confirmations.

The change is seen as a major turning point for the corporate marketing market. A telecom industry official said, "It can include more detailed information than existing text messages, so more companies are likely to use it as a marketing tool," adding, "It expands options tailored to marketing purposes."

A 'brand profile' feature that raises sender trust is also a key point to watch. Brand profile displays an official logo or corporate information in a message. With most marketing texts perceived as spam, users can check the sender directly and read messages with greater peace of mind. Senders, in turn, can expect higher open rates. If a company registers its brand with the RCS business centre, its logo is automatically displayed when messages are sent, and statistical data on customer responses such as clicks can also be used for marketing.

The industry expects the change to intensify competition with KakaoTalk. That is because it overlaps with the market for Kakao's AlimTalk and Brand Message. RCS can also implement KakaoTalk features such as high-quality photo transfers, longer messages and display of corporate information. An industry official said, "RCS can implement a service that is almost similar to KakaoTalk's brand message," adding, "With RCS applied to iPhone users as well, the marketing audience covered by text messages has widened."

It is also a welcome change for mobile carriers. The broader the RCS footprint, the more it helps carriers improve profitability. Some say Kakao's brand message is little more than a burden for carriers. That is because KakaoTalk increases carriers' traffic load but does not directly contribute to their revenue.

It also stands out that Apple's iMessage-focused strategy has reached a turning point. Apple has continued to differentiate itself by offering iMessage-only features for iPhone users, including high-quality photo transfers, read receipts and reaction functions. In contrast, iPhone and Android users repeatedly faced inconvenience from feature limits when communicating by text message.

Still, it is unclear whether the spread of RCS will immediately translate into a 'catfish effect' that shakes KakaoTalk. Analysis suggests ordinary users may not feel much change. KakaoTalk has effectively become the country's dominant messenger, and most users run group chat rooms mainly on KakaoTalk.

An industry official said, "RCS will be more effective in the corporate advertising market," adding, "It will likely take time for the impact to be fully felt by general users."