As a leader in cloud communications, I’ve spent years observing how technology reshapes consumer behavior. Today, it’s clear that standalone retail apps are on the verge of extinction. By 2025, advances in Rich Communication Services (RCS) technology will revolutionize how businesses and customers interact, rendering many retail apps unnecessary.
Consumers may wonder—why am I supposed to open a retail app when a simple message can bring me exactly what I need? Imagine a message with the pair of shoes you have been eyeing, now on sale for 20% off, with a link to buy instantly. There is no need to navigate a separate app or remember login details. This is where RCS shines-rich, transactional engagement.
RCS: the future of messaging
RCS represents the next generation in messaging, putting together under one roof the simplicity of SMS and the interactivity of apps. It adds high-quality multimedia, branded messaging, and secure transactions to messaging, making it a seamless hub for app-like experiences.
One of the most compelling use cases I see is in verification messages. Today, you might receive some generic text from your bank with a code to log in. With RCS, that message can display the bank's branding and logo, instantly building trust and authenticity.
As consumers get accustomed to these enriched interactions, they will also be expecting the same from retailers. Why download and open a separate app when you can browse, access exclusive offers, and complete purchases — all within a message?
The high cost of retail apps
For retailers, the cost of developing and maintaining standalone apps is significant. As consumer behavior shifts, brands will be forced to reconsider the value of these investments.
If messaging can offer the same or better engagement at a fraction of the cost, the decision becomes quite straightforward. Why invest in an app that consumers may open rarely when messaging can deliver richer, more integrated experiences?
By shifting resources from app maintenance to building better RCS experiences, businesses will be able to save money while making more effective contact with their customers.
What this means for 2025 and beyond
It won't be an overnight transition, but I really believe that 2025 will be an inflection point. Retail apps start to fall out of favor, and by 2026, many brands will have completely moved to messaging-first strategies.
This shift isn't just about cost savings; it's about meeting consumers where they are. Messaging platforms are becoming the center of communication, transactions, and engagement. RCS offers a way to bridge the gap between convenience and trust, providing the kind of experiences consumers now expect.
Looking ahead
While I believe messaging will dominate the next phase of customer engagement, I also know that the industry doesn’t stand still. By 2030, we may be discussing the next big innovation beyond messaging. But for now, the focus is clear: using RCS to transform how businesses connect with customers.
The “app apocalypse” isn’t about destruction—it’s about evolution. It’s about creating smarter, more seamless ways to engage. And I, for one, am excited to see how this transformation unfolds.
The views expressed in this article belong solely to the author and do not represent The Fast Mode. While information provided in this post is obtained from sources believed by The Fast Mode to be reliable, The Fast Mode is not liable for any losses or damages arising from any information limitations, changes, inaccuracies, misrepresentations, omissions or errors contained therein. The heading is for ease of reference and shall not be deemed to influence the information presented.
