Communications platform as a service provider CLX Communications is beta testing what it says is the first global rich communications service (RCS) messaging API with SMS fallback.
The company last week launched a limited beta trial to allow enterprises to test application-to-person (A2P) RCS in a range of countries.
SMS fallback is designed to guarantee the delivery of messages as either an RCS message for Android handsets supporting the platform or as a standard SMS if the device lacks an RCS client.
The service uses the RCS Universal Profile 2.0 standard to support rich content features such as images, videos and intuitive reply buttons that can link to further menus and functions. The standard is designed to promote two-way interaction between enterprises and customers.
The GSMA announced late last year that 50 operators have now launched RCS worldwide, and the technology now has 138 million users. This is expected to grow to 350 million this year and more than 1 billion by 2019.
According to the industry body, the A2P messaging market is predicted to be worth $74 billion by 2021, with RCS being a key driver of this growth.