What the Collections Industry Really Thinks About SMS, MMS, and RCS
- david65052
- Nov 18
- 2 min read
The discussion made one thing clear: texting is no longer optional in collections, but choosing the right format is now a strategic decision.
We had the opportunity to represent Messaging Advisory & Execution and join an excellent panel hosted by Mike Gibb from AccountsRecovery.net alongside from Gordon C. Beck III from Valor Intelligent Processing, Bryce Payne from TCN, Ryan Peter from MRS BPO, LLC, and Jeff Stewart from CBE Companies
Key Takeaways from the Panel
1. Each channel has a clear role.
- SMS = reach and cost-efficiency. Universal, simple, and still the backbone.
- MMS = trust and clarity. Branding, images, and letters drive 3–4x higher engagement in many portfolios.
- RCS = the future. Branded sender, buttons, carousels, payments, and deep analytics, but with higher cost and approval friction.
2. Engagement ≠ Deliverability.
MMS often delivers higher engagement than SMS, even though SMS reaches more devices. RCS outperforms both where supported, but you must measure the ROI, not the hype.
3. Fallbacks and orchestration matter.
You can’t assume a consumer’s device supports RCS. Smart teams use capability checks and fallback logic to deliver the best possible message automatically.
4. Cost-per-collection beats cost-per-message.
The most repeated advice: Don’t obsess over message price. Track cost per dollar recovered, agent time saved, and channel-specific conversion rates.
5. Data is the differentiator.
Teams that store, structure, and analyze message-level signals (deliveries, replies, clicks, drop-offs) make faster and better decisions. Without good data design, text strategies stall.
6. RCS is coming, but it won’t erase SMS.
The consensus: RCS will grow fast, but the future is omnichannel, not “RCS-only.” SMS, MMS, email, voice, and rich messaging will coexist based on consent, device, and lifecycle stage.
7. The most important advice? Start.
Every panelist said some version of the same thing: “Just start. Test small, learn fast, measure outcomes.”
Final Thought
Consumers aren’t answering the phone. Texting, across SMS, MMS, and RCS, is now the most scalable, compliant way to reach people and give them clear, low-friction paths to resolve debt. The technology is here. The results are real. The only mistake is waiting.
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