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RCS Agent launch requirements

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The process and timeframes for launching RCS Agents vary by region and carrier. The best way to ensure a quick and smooth launch is to ensure all guidelines are followed and all required information is provided in a timely manner. 

Note: RCS requirements and rules change periodically. At Sinch, we continue to evolve our process to meet these changes. This article does not encompass all requirements but provides additional guidance and information. Reach out to us for more details and support to get started or continue sending RCS.  

Carrier/Country-specific rules 

For some specific countries the following carrier rules apply:

USA 

 
  • Generic senders are not allowed – all agents must be for the brand sending the messages. 
  • No agents can be registered as Conversational RCS agent types (session-based billing). 
  • The agent description must include information about what the agent does and the service it provides (i.e. no taglines).  
  • All RCS agents are required to have an SMS campaign – SMS campaign information needs to be provided as part of launch.   
  • T-Mobile – currently only accepts well-known brands that need to be pre-vetted. 
  • In addition to the content prohibited by Google’s Acceptable Use policies, the following content is also prohibited by T-Mobile: 
    • Age-gated content (as defined in the T-Mobile Code of Conduct) 
    • Donation/Pledge Solicitation 
    • Loan Arrangement 
    • Social Media.
    • Sweepstakes/Contest. 
Germany 
  • Generic senders are not allowed – all agents must be for the brand sending the messages. 
  • Terms & Conditions (T&C) should be in German or include the option for a translated version. 
  • If a contact number is provided, it must be a +49 number. 

UK 

 
  • If a contact number is provided, it must be a +44 number. 
  • Demo agents must have “Demo” in the agent name. 

Carrier/Country-specific steps 

Carriers have various requirements for verification and launch, most of this information is collected as part of the agent launch process, but some steps need to be completed separately for the carriers to approve the agents. 

Ensure the process and requirements are fulfilled for each carrier to complete launch on all carriers. Sinch, Google, or the carrier might reach out to request additional information:

All Google Guest Cloud carriers Brand must reply to an email from Google confirming information about the agent. This email will be sent to the contact at the brand provided during the launch process and will come from  rbm-support@google.com.  
Belgium Brand must sign and submit a registration letter for some carriers.  
Germany Brand must sign and submit an approval form for some carriers. 
Italy Brand must sign and submit a brand verification letter for some carriers. 
Netherlands Brand must sign and submit a brand verification letter for some carriers.
Spain All agents are launched via Telefonica; the email sent from Google to the brand for agent verification references Telefonica instead of Sinch. 
UK An email must be sent to the carriers from a representative of the brand launching the agent. Reach out to us for the template email to send and to whom.  
US Brand must sign and submit additional letters and forms for certain carriers.  

Restricted content

Like other messaging platforms, there are restrictions on content that can be sent over RCS for Business communications. Google has an Acceptable Use Policy that outlines the rules for RCS.

When you register your RCS Agent, you will need to clarify how your agent will be used.

Additional restrictions may be implemented by individual carriers or based on laws and guidelines in regions.

Note: Google prohibits or limits certain content that is allowed for SMS and other messaging platforms, including a prohibition on tobacco-related and political messaging.  

 

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