Campaigns send texts in three formats, and they're not interchangeable. SMS is plain text. MMS adds images and media. RCS adds verified sender branding, rich media, and interactivity. Knowing which to use when is the difference between a message that just informs and one that carries a palm card or a verified identity. Here's the breakdown.
What's the difference between SMS, MMS, and RCS?
| SMS | MMS | RCS | |
|---|---|---|---|
| Content | 160 characters, text only | Text plus images, GIFs, video | Rich media, buttons, branding |
| Sender identity | Just a number | Just a number | Verified name and logo |
| Cost | Lowest | Higher per message | Varies, where supported |
| Reach | Universal | Near-universal | Modern phones only |
| Best for | Reminders, links | Image sends, palm cards | Branded, interactive, verified outreach |
SMS is the workhorse, 160 characters of plain text, universally supported, cheapest. Most reminders, links, and asks are SMS. MMS adds media, which is how campaigns send an image, the digital equivalent of a palm card. RCS is the upgrade: verified sender identity, richer content, and interactivity, on modern phones. For the deep dive, see RCS for campaigns.
Which format should a campaign use?
Match the format to the job. Use SMS for the bulk of reminders, links, and asks, it's cheapest and reaches everyone. Use MMS when an image does work a text can't, a candidate photo, an event graphic, a visual palm card. Use RCS where it's supported and verification matters, because the verified sender name and logo are exactly the trust signal a compliance-first campaign wants. Because RCS isn't universal yet, campaigns layer it on top of SMS and fall back to plain text where RCS isn't available, so no voter is left unreached.
Frequently asked questions
What's the difference between SMS and MMS?
SMS is 160 characters of plain text; MMS adds images, GIFs, and video at a higher per-message cost. Campaigns use MMS to send visual content like a digital palm card.
Is RCS better than SMS and MMS?
For trust and richness, yes, RCS adds verified sender identity and interactivity. But it isn't universal, so it's used as an enhancement with SMS as the reliable fallback.
Which format is cheapest?
SMS. It's plain text and universally supported, which is why it carries most reminders, links, and asks. MMS costs more per message, and RCS varies where supported.
Keep reading: RCS for campaigns and what is political texting? For carrier registration, see The Campaign Registry.