Gupshup Launches Self-Serve RCS for Business Globally
The platform lets businesses create RCS agents, win carrier approval, and launch campaigns from a single dashboard.
Updated on Nov. 5, 2026 in Advertising
Gupshup has launched Rich Communication Services for Business globally, letting companies build RCS agents and run campaigns from one dashboard. The self-serve platform is now live in India, the United States, Brazil, Mexico, the UK, Germany, France, Spain, Italy, and Canada.
Why it matters
RCS brings rich media, quick-reply buttons, and verified brand profiles into default messaging apps on Android and iOS, expanding how businesses reach customers beyond SMS. Third-party estimates project global RCS traffic to exceed 200 billion messages by 2027.
Gupshup's Rich Business Messaging infrastructure supports up to 15,000 transactions per second and routes traffic through more than 80 operators across over 20 countries. Third-party estimates project global RCS traffic to exceed 200 billion messages by 2027, though the source does not state the baseline used for that projection.
The players
Gupshup
Gupshup is a conversational messaging platform company based in India that offers WhatsApp, SMS, voice, and web messaging products for businesses.
The details
Businesses can create RCS agents independently, have them approved by carriers, and launch campaigns from the same dashboard used for Gupshup's WhatsApp, SMS, voice, and web products. The platform includes instant sandbox testing, an integrated CX platform, AI orchestration, and an MCP server for agentic coding, and follows the recent release of Voice AI.
Timeline
Gupshup launched RCS for Business globally on November 5, 2026.
Global RCS traffic is projected to exceed 200 billion messages by 2027.
Market Landscape
Gupshup's self-serve release extends the RCS standard beyond carriers and large enterprises into a tool individual businesses can run themselves. The move positions the company among messaging providers competing to capture business traffic as RCS replaces SMS-based marketing.
Businesses can now set up RCS messaging without going through a carrier or enterprise sales process, using one dashboard for agent setup and campaigns. Customers may see branded messages with verified profiles, rich media, and quick-reply buttons inside their default messaging apps.
The takeaway
Businesses evaluating messaging channels may find RCS worth testing alongside existing WhatsApp and SMS campaigns, since the same platform now covers both. Teams should confirm carrier approval requirements for each market before planning launches.
Further reading
For more on how brands reach customers through new channels, see Advertising.
