Posts tagged formats.
Use SMS as your reliable baseline, it reaches every phone. Use RCS where it's supported for richer, verified, branded messages with far higher engagement. In practice you send RCS with automatic SMS fallback, so you get both.
SMS is text only, cheapest, and universal. MMS carries images, longer text, and media, costs more, and is great for a candidate photo or a shareable graphic. Pick SMS for reach and cost, MMS when the image does real work.
Yes, Apple added RCS support to the iPhone, so the addressable RCS base now includes iPhones on supported carriers. That's why RCS matters for campaigns now in a way it didn't before, verified, branded messaging can reach a huge new share of voters.