(I) Why Brands Should Pay Attention to Apple Messages for Business (AMB), and How to Get It Right

Over the last year, rich communication services (RCS) and WhatsApp have dominated conversations about next‑generation messaging. This is specially true for RCS in North America.

However, in markets with large iOS penetration, particularly in North America, Apple Messages for Business (AMB) deserves equal attention. According to Apples, there are over 2.3 billion active Apple devices and around 80 % run modern versions of iOS. Because the Apple Messages app is pre‑installed on every iPhone, iPad, and Mac, customers already use the app daily, making AMB a natural channel for customer service, commerce and notifications. Unlike RCS, where the business usually initiates conversations, AMB conversations are usually customer‑initiated, so users can get access to brands through clear entry points. 

When implemented well, AMB creates a convenient, private and cost‑effective engagement channel.

Why Apple Messages for Business Matters

1. Large iOS user base. 2.3 billion users worldwide. The North American smartphone market is dominated by iPhones with more than 55% market share, and in the case of GenZ users, more than 90%; Also, the majority of Apple devices run recent iOS versions. 

2. High value customers: Brands with a sizable iOS audience therefore reach their high value customers on Apple Messages. Even in other regions, studies have shown that users on Apple devices are more likely to spend more with businesses than users on other platforms. Note: we have been working with well known brands in the retai, automotive and travel verticals and all are telling us that over 80% of the customer base are buyers with iOS devices. 

3. Customer‑initiated conversations. Most AMB  conversations are initiated by users, either from entry points or branded invitations to engage in conversations, whereas RCS allows brand‑initiated campaigns. This prevents spam and encourages genuine engagement; 

4. Secure and privacy‑focused. Apple’s security guide explains that users control the conversation: they can delete conversations or block a business, and the company never receives the user’s phone number or email. Instead, a unique Opaque ID identifies the customer.  In the course of the conversation, the customer can provide personal identifying information, or perform authentication in-line in the conversation, which allows the business to match the Opaque ID and conversation to their record in CRM. This allows the business to welcome customers by name in future conversations.  Messages s are encrypted both at rest and in-transit through Apple's infrastructure.. Messages are never stored in unencrypted form in the channel, and undelivered messages to users expire after 30 days.

5. Rich, interactive experiences. Apple Messages for Business allows list pickers, quick replies, message forms, appointment scheduling, Apple Pay transactions, authentication, image and video sharing, document attachments and even augmented‑reality product previews. These capabilities encourage more “tap” and less typing, letting customers browse catalogues, book appointments or pay quickly and easily without leaving the thread.

6. Cost efficiency. Customers send and receive AMB messages over their data connection; there are no SMS or international fees for users. Businesses pay only the fees charged by their Messaging Service Provider (MSP) and costs scale with deployment scope. Deploying AMB for multiple brands or working with external consultants increases cost, but it is still generally cheaper than channels that charge per message.

7. Branded Invitations. For years, Apple limited AMB to customer-initiated conversations to protect users from spam. In September 2024 Apple introduced Business Updates, which allow authorized businesses to send branded invitations to engage in conversation to users, who have previously opted-in for mobile messaging with the brand.  Once a customer has engaged with a business, the two-way conversation remains open for up to a year from the last message sent by the user to the business.  Apple has restrictions prohibiting outbound marketing and spam,  but customer-requested contextual follow-ups such as shipping notifications, flight change notifications, fraud alerts, etc. are permitted.  Customers always retain control of the conversation, and can opt-out and block a business at any time, so keeping notifications and follow-ups focused on what the customer has actually requested is key to maintaining long-term engagement.  This new capability bridges the gap between reactive support and proactive engagement while still preserving privacy.

Food for Thought

Apple Messages for Business provides a powerful, secure and convenient channel for brands to engage with customers on the devices they use most. Because it is customer‑initiated, success depends on clearly defined goals, intuitive entry points and a “tap‑first” conversational design. When combined with rich interactive features,list pickers, quick replies, Apple Pay, augmented reality and opt‑in Business Updates AMB transforms support interactions into seamless shopping and service experiences. And with 70 % of customers buying more from companies that offer seamless experiences, investing in this channel isn’t just about meeting customer expectations,it’s about driving revenue.

Businesses that adopt Apple Messages for Business today will be well‑positioned to serve their customers on Apple devices  into the future. While RCS remains valuable for proactive marketing campaigns, AMB is essential for personalized, secure, and cost‑efficient customer support and conversational commerce. Integrate it thoughtfully and watch your customer satisfaction soar. As your strategy evolves, consider how AMB can complement other channels,such as websites, apps and even RCS,to create a unified, omnichannel journey that meets customers wherever they area

If you want to know more about Apple Messages for Business, don't hesitate in asking us! We accumulate years of experience implementing Apple and other channels 

Q&A

#AMB #BusinessMessaging #RCS #ConversationalAI