RCS Agent and Brand
Company details, contacts, and logo stored once in a Brand Profile and reused across SMS and RCS registrations. Banner, accent color, and STOP/HELP text are set per registration.
RCS Business Messaging on AWS
RCS Business Messaging on AWS
Your logo, a verified brand name, and suggested replies in the phone’s default messaging app, sent from AWS End User Messaging. We run the registration, the send pattern, and the SMS fallback.
- A business message is ready to send.
- AWS End User Messaging sends it from a registered RCS agent.
- Rich cards and suggested replies carry the brand.
- Handsets without RCS fall back to SMS when you send through a phone pool or a fallback configuration.
- Each country needs its own launch registration.
- What lands is a verified, branded message.
Last updated:
Industries servedRetail & eCommerce
What we set up
RCS on AWS is part of AWS End User Messaging, one of the channels AWS groups as Communication Developer Services. Company details and logo can be stored once in a Brand Profile; the banner and other brand fields live on the registration, not on the agent you create. Each country needs its own launch registration.
FactualMinds has no published RCS engagement. Every fact and price here comes from AWS documentation and our RCS field guide, which links the sources.
Registration lifecycle
| Step | What happens | Common failure |
|---|---|---|
| Create agent | create-rcs-agent creates the container. No display name on this call | Inventing --display-name flags that do not exist |
| Testing registration | Brand fields filled, verified testers added, first send to your own phone | Treating a delivered test message as a launch |
| Brand Profile | Company details stored once (since October 16, 2026) and reused for SMS and RCS registrations | Refilling every field on each new registration version |
| Country launch | Use case chosen, screen recording, compliance keywords | STOP and HELP text that does not match the agent, denied as Invalid field value |
| Submit | CreateRegistrationAssociation, then SubmitRegistrationVersion | Skipping the association, SUBMIT_REGISTRATION_VERSION_NOT_ALLOWED |
Use cases do not mix. OTP, transactional, promotional, and multi-use each have rules in the launch guide. We recommend a transactional agent for order updates and a separate agent if you also send promotions.
Send patterns
| Pattern | API | Fallback |
|---|---|---|
| Pool | SendTextMessage with a pool ID | Upfront carrier and device checks, then SMS if RCS is not delivered (about 25 seconds per our RCS guide) |
| Account | SendTextMessage with no originator | Falls back onto a dedicated number, which may belong to another use case |
| Direct | SendTextMessage with the agent ARN | None |
| Rich | SendRcsMessage (AWS CLI 2.35.12 or later) | Only with an explicit FallbackConfiguration |
Cards, carousels, and chips do not convert into SMS. The fallback body is a sentence you write. For SMS registration and 10DLC, see the SMS guide.
Replies and agents
Inbound RCS messages go to Amazon SNS. A Lambda function can call an Amazon Bedrock agent that reads the order and answers with Rich text and two suggested replies. Suggested replies stay on the Rich meter. A product photo moves the message to Rich Media. Refunds stay out of the tool list, as in human-in-the-loop approvals.
Engagement phases
- Use case and countries. Pick the use case per agent and the launch countries.
- Testing. Build the test agent, enroll phones, prove the inbound path with the documented test keyword.
- Pool. Pair the RCS agent with a same-use-case SMS number.
- Country launch. File the registrations and track each carrier.
- Send and measure. Count RCS vs SMS deliveries from the
originationPhoneNumberfield in delivery events. That count is your fallback rate.
Next step
Tell us the countries and the use case. Contact us.
Key Features
Testing Registration
A test agent with verified tester phones, so you see the real message on a handset before any carrier review starts.
Country Launch Registration
One registration per country, the right use case (OTP, transactional, promotional, or multi-use), and the screen recording carriers ask for.
Rich Cards and Suggested Replies
SendRcsMessage for cards, carousels, and suggestions, priced against plain Rich text before you pick the layout.
SMS Fallback
SMS fallback only through a phone pool, account-level sending, or an explicit fallback configuration. A direct send from the agent ARN fails if RCS is unavailable.
Inbound to SNS and Bedrock
Customer replies land on Amazon SNS. A Lambda function can pass them to a Bedrock agent with read-only tools and a human approval step.
Why Choose FactualMinds?
Registration Is the Schedule
The API call is the short part. We plan the launch around carrier review, which the AWS launch guide says can take several months per country.
Cost Before Layout
A US Rich text segment lists at $0.01194 per delivery and a rich card at $0.02949. We run both numbers before you design the message.
Published Field Guide
Our RCS guide covers the two send APIs, fallback patterns, registration errors, and cleanup order from AWS sources and public samples.
AWS Select Tier Services Partner
50+ AWS certifications on staff. We have no published RCS engagement yet, and we state that plainly.
Step-by-Step Guides
Implementation guides for this service from our team of AWS experts.
AWS End User Messaging RCS: Registration, Rich Messages, and the Reply Path (2026)
RCS for Business shipped 31 March 2026. A US Rich text segment lists at $0.01194 on delivery. A rich card lists at $0.02949. CLI 2.35.12 is the first release with send-rcs-message.
Read guide
AWS End User Messaging SMS: 10DLC, Fallback, and When Not to Build the Agent on SMS (2026)
A US 10DLC number lists at $1 a month, a regular campaign at $10, and company vetting at $41.50. SMS is the OTP and the RCS fallback. It is the wrong place to build the rich agent.
Read guide
Frequently Asked Questions
What is RCS for Business on AWS?
RCS (Rich Communication Services) for Business shipped in AWS End User Messaging on 31 March 2026. A verified brand sends messages with a logo, rich cards, and suggested replies to the phone’s default messaging app. You create an RCS agent, register it per country, and send with the same pinpoint-sms-voice-v2 API family used for SMS.
Can a testing agent message customers?
No. A testing registration needs no carrier approval, but it delivers only to verified test devices. Messages are still billed at standard RCS rates. Production delivery needs a country launch registration approved by carriers.
How long does country launch take?
The AWS launch guide lists 22 supported countries and says to expect several months of carrier review. A country can be partially active: you can send to carriers that approved you, and recipients on other carriers fall back to SMS only if you send through a pool or account-level send.
How does SMS fallback work?
Fallback happens only when you send through a phone pool, use account-level sending, or set an explicit fallback configuration. AWS checks carrier and device support upfront where it can and routes to SMS; otherwise it tries RCS first and sends SMS as a separate attempt (our RCS guide documents a 25-second wait). A direct send from the RCS agent ARN fails if RCS is unavailable. With SendRcsMessage, fallback needs an explicit FallbackConfiguration whose originator is a phone number or sender ID, not the pool.
What does a US RCS agent cost?
From the AWS pricing page (read 29 September 2026): $500 one-time setup, $200 a year for brand vetting, and $200 a month for agent maintenance, per agent. Messages are $0.01194 per delivered Rich text segment and $0.02949 per delivered Rich Media message. Registration fees apply per agent, so a second agent for promotions doubles them.
What could go wrong?
One multi-use agent for both password resets and discounts, which invites a carrier denial. A rich card with no SMS sentence written for fallback. A coding assistant that refuses SendRcsMessage because an AI prompt says there is no separate RCS API. Deleting the agent before its registration, which fails with RESOURCE_NOT_EMPTY.
Launch RCS From AWS End User Messaging
Tell us the countries, the use case, and whether you already have SMS numbers registered. We will return a registration plan, a send pattern, and a list-price cost model.