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RCS 4.0 is the latest version of the RCS standard that launched in March 2026. With this update, brands can now add in-thread video calls, text formatting, and even higher-quality media, plus business messaging upgrades like streaming video in message cards and more control over how links open.
RCS technology keeps maturing, and 4.0 is the version that pushes business messaging even closer to generating app-like experiences. Here's what's in it, how it differs from earlier versions, when it will actually reach phones, and what to do about it now.
What is RCS 4.0?
RCS 4.0 is the informal name for the most significant upgrade to the standard since Apple added RCS support on iPhone.
One distinction matters before anything else: finalizing a specification isn't the same as shipping a feature. Think of it as publishing the blueprint. Carriers, device makers, and platforms still have to build to it, but the doors have been opened for more creative possibilities.
What's new in RCS 4.0?
There are three main additions for everyone, plus a set of upgrades aimed specifically at business messaging.
For all conversations:
- In-thread video calls. Messaging-Initiated Video Calls (MIVC for short) let people escalate a one-to-one or group chat into a video call without leaving the messaging app, with late-joining and call logs kept in the conversation timeline. It’s the equivalent of starting a FaceTime call from the messaging app on iPhones.
- Text formatting. Bold, italics, and strikethrough, with a smart fallback to plain text for anyone on an older version or SMS.
- Higher-quality media. Devices negotiate the best format both sides support for audio, video, and images, cutting the compression that previously made images and videos grainy and lo-res.
For business messaging specifically:
- Streaming video inside business message carousels
- More control over how links open, so you can now choose between an in-app view, a browser, or a dedicated app.
- Clearer icons for suggested actions and more robust handling of deep links to business senders.
- Stronger spam and scam filtering, plus further groundwork for encryption across more message types.
How is it different from RCS versions 3.0 and 3.1?
Each version built on the last:
- 3.0 introduced end-to-end encryption using the MLS protocol.
- 3.1 improved connectivity and added higher-quality audio capabilities.
- 4.0 focuses on the user experience — crystal clear videos, updated formatting, and better media quality.
Think of the updates like this. Earlier versions made the infrastructure better, 4.0 made the experience look and feel better.
What RCS 4.0 means for CX
RCS tech is closing the gap with the app-like experiences customers expect inside the default messaging app, with no download. For businesses, two things stand out:
- Outbound gets more expressive. Streaming video in the messaging app means an offer, an announcement, or an appointment confirmation can carry motion and demonstration, not just a static image and a button.
- Conversations can go even further. As video quality increases and formatting improves, a text conversation that began as a captured lead could eventually move into a higher-touch interaction without ever leaving the inbox. Pairing that with AI is where it gets powerful.
How to get started
The brands that build RCS expertise and run campaigns today will have an advantage when these capabilities ship to all devices. You’ll be ready to use streaming video and in-thread interactions on day one, instead of starting from scratch. The groundwork is the same either way: a verified sender, clean opt-in, and an inbound and outbound program that's already delivering value.
With our ExperienceAI builder, the process of using these features is a breeze. Simply tell it what you want to do (ie. “I want to add a live video button that connects users to customer support”) and it’ll be ready to use in seconds.
Want to see what's possible with RCS today? Check out our interactive guide to see it in action.
Frequently asked questions
What is RCS 4.0? It's the latest version of the RCS standard, finalized by the GSMA in March 2026. It defines new capabilities including in-thread video calls, text formatting, higher-quality media, and several business messaging upgrades.
What's the biggest new feature in RCS 4.0? Messaging-Initiated Video Calls (MIVC) — the ability to start a video call directly from a text conversation without leaving the messaging app.
Is RCS 4.0 available on phones now? Not broadly. The specification is finalized, but real-world availability depends on carriers, device makers, Google, and Apple, and typically takes months. Android devices are expected to benefit first.
What does RCS 4.0 mean for businesses? New ways to communicate, like streaming video in business message cards and more control over how links open, plus stronger spam and scam filtering — and a clear reason to build RCS expertise now, before the features are widely live.