KT said on Aug. 11 it has completed building an RCS (Rich Communication Services) messaging system for Lotte Department Store.

RCS is a data-based messaging standard that supports high-resolution images and large video transfers. Users can access various content such as images, buttons and links in the default messaging app without installing a separate application.

With the "Brand Profile" feature applied, recipients can check messages with confidence when they are sent by companies that have verified and registered their brands on RCS. Even if a number is not saved in an address book, recipients can view corporate information such as a brand logo and contact details to see which company sent a message, without worrying about impersonation or spam.

KT said Lotte Department Store's RCS system was built based on KT's enterprise messaging platform Communis. KT's Communis provides integrated access on a single platform to various messaging channels including RCS, SMS, LMS, MMS and Kakao Alimtalk.

The two companies plan to use the RCS system build as a chance to expand cooperation on various digital services to innovate the customer experience, including AI-based personalized marketing and links with membership services.

Noh Hyung-rae (노형래), an executive director and head of the Enterprise Business Headquarters in KT's enterprise division, said the build was meaningful in that it presented a new standard for customer communication. He said KT will support digital innovation in the retail industry based on a differentiated messaging platform and AI capabilities and will continue to expand services that can connect companies and customers safely and conveniently.