Bouygues Telecom at RCS World Tour 2025: The future of messaging is being written today

On September 12, 2025, Bouygues Telecom took part in the RCS World Tour 2025, a global event orchestrated by Google and dedicated to the new era of conversational marketing.

This gathering brought together key players in enriched mobile communication, leading retail brands, as well as major companies from the insurance and energy sectors.

Bouygues Telecom’s presence illustrates its commitment to supporting innovation in messaging solutions and strengthening its strategic partnerships for the benefit of brands and consumers.

RCS (Rich Communication Services) is establishing itself as the new generation of SMS. This technology transforms a simple text message into an interactive and visual conversational experience.

Thanks to RCS, companies can display their logo, product visuals, or even action buttons directly in the chat thread.

But beyond design, RCS provides a superior level of security: operators, including Bouygues Telecom, validate the identity of each sending brand before messages are sent: a guarantee of trust and authenticity for users.

During the RCS World Tour, Google confirmed a major breakthrough: consumers will be able to interact directly with brands from their native messaging application, without additional downloads.

For businesses, RCS Business Messaging represents a real opportunity: much higher open rates, detailed performance indicators, and enriched interactions that far exceed the capabilities of traditional SMS.

The event brought together a complete ecosystem: Google, aggregators, media agencies, as well as leading brands from retail, insurance, and energy.

All share the same objective: to accelerate RCS adoption and build a solid framework for its large-scale deployment.

Did you know?

Today, nearly 80% of smartphones in France are compatible with RCS.

This impressive coverage rate makes it the preferred channel for brands wishing to create a direct, interactive, and high-quality customer relationship

During a roundtable bringing together the four French operators, Alexandre Gavina, Business Development Manager at Bouygues Telecom, highlighted a key challenge: reducing the “time to first campaign,” the delay between setup and the effective launch of RCS campaigns.

This objective implies close cooperation between operators and aggregators, particularly within the AF2M (French Association for the development of multimedia uses).

By actively engaging in this collaborative approach, Bouygues Telecom confirms its ambition: to make RCS the essential standard for Business Messaging, a secure, high-performing, and engaging solution for all brands.

What is RCS?

RCS, or Rich Communication Services, is the new generation of SMS. It allows brands to send enriched messages including logos, images, links, or interactive buttons, directly in the smartphone’s native messaging application. RCS offers a more visual, personalized, and secure experience than classic SMS.

Why is RCS considered a major innovation for mobile marketing?

RCS Business Messaging transforms communication between brands and their customers into an interactive conversational exchange.

Thanks to high open rates and detailed performance indicators, RCS allows companies to significantly improve the effectiveness of their marketing campaigns while offering a fluid user experience.

What is Bouygues Telecom’s role in the development of RCS in France?

Bouygues Telecom plays a key role in the democratization of RCS in the French market.

The operator actively participates in AF2M’s initiatives to harmonize practices between operators and aggregators, and to facilitate the rapid implementation of RCS campaigns.

Its objective: to make RCS the essential standard for Business Messaging.

Is RCS available on all smartphones?

Yes. Today, approximately 80% of smartphones in France are compatible with RCS, whether they run on Android or iOS.

The service is natively integrated into messaging applications, which means it does not require any additional installation.

How is RCS more secure than SMS?

Unlike traditional SMS, RCS relies on the authentication of sending brands by mobile operators. Each message is therefore sent by a verified brand, guaranteeing reliable and fraud-free communication.

This is a major evolution in terms of security and trust in professional messaging.