RBM: The Future of Business Communication is Here – And It’s Interactive

In an age where customer engagement is characterized by immediacy, personalization, and interactivity, brands are competing to integrate communication channels that meet the changing expectations of consumers. Enter Vi-RBM (Rich Business Messaging) – a technology that enhances how brands communicate with their audiences. With features such as carousels, branded images, and two‑way conversations, Vi RBM provides rich, future‑proof channel for businesses to deliver immersive, interactive, secure multimedia content directly to customers’ messaging inboxes on mobile devices.

But what makes Vi-RBM so attractive today, and how does it deliver rich interactive experiences that brands need to engage customers? In this article, we explore the evolving communication landscape and why Vi-RBM is emerging as a strategic tool for businesses.

The Evolving Communication Landscape: How Channels Adapt to New Needs

For decades, SMS has been a cornerstone of business communication. Its universal reach, simplicity, and reliability make it ideal for transactional alerts, promotions, and reminders. However, as customers seek richer interactions, brands now pair SMS with Vi-RBM to deliver enhanced experiences:

• Universality: Built into Android’s native messaging app (and iOS in select markets), ensuring broad accessibility.
• Rich interactivity: Support for multimedia, buttons, and chatbots.
• Trust: Verified sender profiles with logos and authentication.

Vi-RBM: Advanced Features for Enhanced Engagement

Vi-RBM (Rich Business Messaging) is a messaging platform that enhances traditional SMS (Short Message Service) by providing businesses with rich features and capabilities for customer engagement.The core features include:

• Branded profiles: Businesses can have verified profiles with their logo and name, increasing trust.
• Rich media: Sending product images, videos, maps, etc.
• Interactive buttons: Adding suggested replies or suggested actions (like "View Website," "Add to Cart," "Call Us," "Reply," "View Details") directly within the message.
• Carousels: Presenting multiple products or options in a scrollable format.
• Two-way communication: Enabling conversational flows, often involving chatbots or live agents.
• Enhanced analytics: Tracking message delivery, reads, and interactions.

With over 1 billion monthly active RBM users (Google, 2023) and Android holding roughly 70% of the global OS market share (Statista), the potential reach is staggering. By 2030, the RBM market is projected to grow to $8.89 billion (from $2.87 billion in 2025), driven by demand for personalized, secure, and interactive communication. (Mordor Intelligence)

Anticipated Benefits of RBM: Elevating Engagement

Enhanced Engagement RBM achieves 98% open rates (matching SMS) but drives 200% higher click-through rates via interactive content (Sinch).

• Customers engage with RBM content for up to 45 seconds, ideal for promotions or surveys. (Rich World, 2023)

Seamless Integration with SMS Workflows

• Consumers are 35 times more likely to read and engage with an RBM message than an email. (Google)
• With support for up to 250,000 characters per message (Stream), brands can share detailed offers, FAQs, or policies without splitting content.

Cost Efficiency

• RBM campaigns have demonstrated a 1,633% increase in returns compared to traditional channels, thanks to higher conversion rates and reduced operational costs. (Mobilesquared)

Why Vi-RBM?

SMS for Simplicity, Vi-RBM for Depth

Vi-RBM goes beyond concise alerts to deliver visual, interactive experiences that drive deeper engagement and higher conversions. Consider the following instance:

• SMS Alert: A telecom provider sends an SMS to notify a customer: “Your data pack expires in 2 hours. Renew now to avoid disruption.”

It’s immediate, universally accessible, and ensures critical information isn’t buried in apps.

• Follow-Up Vi-RBM: After the SMS, the customer receives an RBM message with:
  • A carousel showcasing data pack options (1GB, 5GB, 10GB).
  • Interactive buttons: “Renew Now,” “View Benefits,” or “Chat with Support.”
  • Embedded links to loyalty program rewards (e.g., “Redeem points for 20% off”).

This transforms a basic reminder into a dynamic upsell and loyalty‑building opportunity.

Unified Customer Journeys

Vi-RBM enables seamless, end‑to‑end journeys entirely within the messaging experience. Take a look at the following example:

• A retailer sends an SMS to notify a customer: “Your order #12345 is confirmed. Expected delivery: May 5.”

Instant reassurance, minimal friction.

• Vi-RBM Post-Delivery Engagement, A branded message with:
  • A “Track Delivery” button (live updates via Google Maps integration).
  • A carousel of complementary products (“Customers who bought this also liked…”).
  • A one-tap survey: “Rate your unboxing experience.”

This drives repeat purchases, gathers feedback, and reduces returns—all without directing customers outside their inbox.

The Road Ahead: Strategies for Integrating SMS and Vi-RBM

Our recent study with Dragonfly, a key research partner, highlights actionable strategies for brands considering Vi-RBM. The key findings include:

• Segment with precision: Use SMS for time-sensitive alerts (e.g., flight delays) and RBM for high-value segments (e.g., premium shoppers).
• Leverage hybrid campaigns: A retail brand can send an SMS about a flash sale, followed by an RBM message with a curated product carousel.
• Collaborate with aggregators: Partner with platforms like Vi-RBM to unify SMS and RBM workflows, ensuring compliance and scalability.

Conclusion: SMS and Vi-RBM – A Unified Future with Vi-RBM

The future of business communication lies in harnessing Vi-RBM’s immersive, interactive capabilities to deepen customer relationships. While SMS remains the bedrock of reliability, Vi-RBM unlocks interactive, branded experiences that deepen engagement.

Vi Business, a pioneer in India’s RBM landscape, offers Vi-RBM—a tailored solution that integrates seamlessly with SMS to deliver:

• Hybrid campaigns: Blend SMS alerts with Vi-RBM visuals for end-to-end customer journeys.
• Advanced analytics: Measure cross-channel performance from a single dashboard.
• Compliance assurance: Built-in tools for GDPR and global regulations.

Ready to future-proof your communication? Explore Vi-RBM today and transform customer engagement.