Apple’s introduction of RCS in 2024 will have a limited effect in the near term on the SMS A2P market

Apple announced on 16 November 2023 that it will adopt the GSMA’s Universal Profile for rich communication services (RCS) in 2024. The European Union’s (EU’s) Digital Markets Act (DMA), which imposes fines on companies that do not interpolate messaging services, is a key driver in Apple’s decision to conform to the GSMA’s standards. Apple’s main messaging product, iMessage, will continue to be exclusively available to Apple customers. Apple has complied with the EU regulation while keeping as much control over iMessage as possible. 

This article explores the details of Apple's announcement and the broader implications.