Insights

Why the future of communication is about trust, dialogue, and resonance - not just reach As we move through 2025, RCS has hit a tipping point. It’s now natively supported on both Android and iOS, with over 600 UK brands live and adoption accelerating fast - more than 50 billion messages sent worldwide. That’s huge. Which means 2026 is the year to stop seeing RCS as just another marketing tool, and start embracing it as a trust‑building, relationship‑driven communication strategy . In this article, we’re taking a different angle. Sure, there’s been plenty of talk about the technical features - richer media, interactive buttons, verified sender IDs, better analytics. And yes, people have highlighted efficiency gains and cost savings compared to SMS. But here’s the thing: RCS is more than a channel. It’s a cultural shift in communication . Because in 2026, organisations of every kind - from retailers to universities, banks to charities - will be competing in a world where audiences are drowning in notifications. The challenge isn’t reachable anymore. It’s resonance . Trust and Authenticity One of the standout features of RCS is verified sender IDs, which cut down on fraud and phishing. But what does that mean for the customer experience? In today’s digital world, trust is everything. Without it, your messages risk being ignored, blocked, or worse - damaging your reputation. RCS flips that script. It’s a trusted technology that reassures customers they’re dealing with a legitimate organisation. It shows you’ve taken the steps to protect them, and that builds confidence. Instead of worrying about scams, customers can focus on the interaction itself — whether that’s making a purchase, confirming an appointment, or engaging with your brand story. Conversation over broadcast For years, marketing has been stuck in broadcast mode. Think about it - how many emails or SMS campaigns have you sent where it’s just you blasting out offers, hoping something sticks? Sure, email systems can tell you who opened a message, but that’s still a one‑way street. There’s no real dialogue, no genuine back‑and‑forth. RCS changes that. Unlike SMS or email, it’s inherently two‑way . It’s not about shouting louder; it’s about starting conversations. Instead of “here’s our offer, take it or leave it,” RCS lets organisations invite supporters, customers, or students into a dialogue. They can ask questions, get instant answers, click through interactive options, and feel like they’re part of the exchange - not just the target of it. This is where RCS reframes itself as the tool for relationship marketing . It’s about building trust through interaction, not just pushing content. And in a world where audiences are drowning in notifications, that shift from broadcast to conversation is what makes your message resonate. Accessibility and Inclusivity Everyone’s got a phone these days. And if you’re part of the younger generation, downloading apps is second nature - you grew up in the digital world. But not everyone has embraced the app age. There are still plenty of people who want rich, interactive experiences without the hassle of apps, logins, or social media accounts. That’s where RCS shines. It goes straight into the native inbox on your phone. No app? No problem. Supporters, customers, or patients still get a great experience - images, buttons, carousels, and secure interactions - all without needing to install anything new. For organisations, that means inclusivity. You’re not just reaching the tech‑savvy; you’re opening the door to audiences who might otherwise be left out. And inclusivity isn’t just good ethics - it’s good business. More people engaged means more conversations, more conversions, and ultimately, better ROI. Sustainability of Attention Let’s be honest - we’re living in a world of digital burnout. Notifications, emails, pop‑ups… it’s endless. Cutting through that noise is harder than ever, and most messages get swiped away or deleted without a second thought. RCS offers a way to change that. With eye‑catching formats, personalisation, and interactive content, it doesn’t just land in the inbox - it grabs attention. Suddenly, people find it harder to hit the delete button because the message feels relevant, engaging, and worth their time. That’s the real sustainability of RCS: it reduces wasted impressions and improves attention efficiency. Instead of throwing messages into the void, you’re creating interactions that stick. And in 2026, when attention is the scarcest resource of all, that’s the edge organisations need. Cross‑sector impact It’s easy to think of RCS as a retail tool - sending offers, promotions, and product updates. But the truth is, it goes way beyond that. Whatever industry you’re in, RCS has the power to transform how you communicate. Take healthcare : appointment reminders that aren’t just static texts, but interactive messages where patients can reschedule instantly, request prescription refills, or even receive trusted health advice they can share with family. Or education : imagine course updates with embedded links to book classes, pay fees, or access resources - all inside the inbox, no app required. And in finance , RCS can deliver secure transaction alerts, fraud warnings, or account updates with interactive options that give customers peace of mind and control in real time. That’s the beauty of RCS - it’s not confined to one sector. It’s a universal communication upgrade, reshaping how organisations connect with people wherever they are. RCS the Future of Connection As we step into 2026, RCS isn’t just another upgrade in messaging - it’s a shift in how organisations build trust, spark conversations, and sustain attention in a crowded digital world. We’ve seen how it delivers: Trust and authenticity through verified sender IDs. Conversation over broadcast , turning one‑way blasts into genuine dialogue. Accessibility and inclusivity , bringing rich experiences to everyone without apps or logins. Sustainability of attention , cutting through digital fatigue with personalised, interactive content. Cross‑sector impact , transforming communication in healthcare, education, finance, retail, and beyond. The message is clear: RCS isn’t just about efficiency or cost savings. It’s about resonance. It’s about creating communication that feels secure, personal, and worth engaging with. And in 2026, when audiences are more selective than ever, that’s the edge every organisation needs. So don’t think of RCS as a “ nice to have .” Think of it as the foundation for your marketing strategy in 2026 - the tool that will help you connect, engage, and build relationships that last. Ready to put RCS at the heart of your 2026 strategy? Contact our team today, and start creating lasting connections.

Earlier this month, Cymba was asked to speak at a Google-hosted aimm event, alongside Virgin Media O2’s Partner Business Manager and Google’s Business Development Manager, on the future of RCS as a tool for payment and engagement. The event, entitled ‘RCS and Payments - engaging and delighting your audience’, highlighted why and how RCS, as a channel, is set to become ubiquitous amongst organisations. We caught up with Rich Mullens, Cymba Director, after the event to hear his takeaways and thoughts on the future of RCS. Interviewer: Why do you think RCS is being called the next big step in business communication? RM: Google’s Business Development Manager, Tim Atkinson, opened the event by charting the evolution of marketing and advertising over the years, plotting key ‘firsts’ such as radio advertising (1922), TV advertising (1941), email marketing (1996), and, of course, SMS marketing (2003). When SMS was launched, it was revolutionary. And it’s continued to underpin our work with some of the world’s most recognised brands for its ability to boost engagement, build trust, and deliver high conversion rates. However, a couple of key things have happened over recent years. Firstly, the general public expects more than just words and links; they want richer content such as images, video, and quick action buttons that make taking action – whether that’s engaging, buying or donating – far more frictionless. Secondly, trust has become a critical factor in how people interact with organisations. In fact, 88 per cent of consumers cite that trust is important when dealing with a brand. With RCS, which comes with the all-important ‘verified’ stamp, recipients of RCS messages can not only engage with brands in a way that’s more in keeping with the technology of today, but also in the knowledge that they’re dealing with the actual organisation that claims to be sending the message. It’s also important to point out that RCS currently reaches around 50 million users in the UK, covering roughly 74-75 per cent of mobile users. This is a significant portion of the UK, which has grown as a result of Apple’s recent decision to support RCS on iPhone. Now, RCS is supported on both Android and Apple platforms, which suggests that RCS is only going one way. Interviewer: SMS is generally used as a one-way communications channel between organisations and their audience. What makes RCS different from SMS? RM: RCS is a natural evolution of SMS. It’s simple to deploy, but it looks and feels very different from SMS. SMS, for example, is one-way, text-driven, and lacks visuals. RCS is interactive, to the point where you can have conversations with individuals in a much more engaging way using video, imagery, and all the things that platforms built on RCS, such as WhatsApp, allow you to do. With SMS, there is no verified sender functionality, which, taking into account my earlier point around trust, is becoming increasingly important. RCS provides that reassurance through verified messaging and branded content. More importantly, the days of sending blanket messages to everyone are arguably coming to an end. Things are changing. People don’t want to think of themselves as names and numbers on a database; they want to be communicated with in a real and meaningful way. Whether it’s through personalised videos, quick action buttons that allow you to take action in response to something you’ve seen in the click of a button, or carefully crafted animation, RCS facilitates that. Pia Dincer, Global Creative Strategy Manager at Google Creative Works, spoke at the event, during which she referenced a quote by Dale Carnegie, author of How to Win Friends and Influence People, who once said “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion who are motivated by pride and prejudice”. She also discussed how 95 per cent of decisions are made with the emotional side of the brain, compared with only 5 per cent that are handled by the rational side. Given these two important points, it makes sense that a channel that allows organisations to speak to humans’ emotional side will thrive. Interviewer: Can you share an example of RCS in action and the impact it’s having? RM: We’ve been using RCS with several high-profile organisations over recent months, two of which are RSPCA and RSPB. A recent campaign we launched for RSPB was in support of their Big Garden Birdwatch campaign. The charity wanted to engage with its base in a more meaningful way, so, using RCS, we helped them encourage their supporters to take part. As a result, we had 120,000 requests for birdwatch packs. Aggregated results show that this was a 54 per cent uplift compared with SMS. Interviewer: Final thoughts on RCS, then. What are the three things that you’d like to get across to organisations thinking of incorporating this technology as part of their communications strategy? RM: In addition to the list of benefits I’ve already covered, I think it’s important to get across that this isn’t a case of brands having to invest heavily in rolling out a new channel. It’s about getting more people to engage with the great content they’ve already produced. It’s also important to make clear that it’s not an all or nothing option. When we manage an RCS broadcast, we ensure that SMS is in place as a fallback so that recipients not set up to receive RCS messages will still receive SMS messages. Our platform automatically detects this and reverts to traditional SMS in order to guarantee the broadest reach. Finally, RCS messages cut neatly through the digital clutter, getting straight to the hand of the recipient in a visually appealing, safe, and secure way. As RCS continues to evolve, Cymba’s focus is on helping UK organisations connect with their audiences through trusted, verified, and measurable communication. In a world in which organisations are increasingly competing for people’s attention, that can only be a good thing. In partnership with leading messaging platforms, Cymba has created an RCS service for organisations that boosts engagement and increases conversions. Contact our team today to find out how we can help your organisation.

Cymba , the SMS and Rich Communications Services (RCS) payments and messaging provider to charities, in partnership with the Association for Interactive Media and Micropayments (aimm), is set to produce a new annual charity sector trends report that shines a light on Premium SMS (PSMS) usage, trends, best practice, and innovation across the UK. The report, which will include key insights, data, case studies, and mobile messaging and payments predictions for the future, is expected to feature input from many of aimm’s high-profile charity members. Designed to champion the sector, the report’s announcement has been welcomed by aimm’s board and its members, many of which are competitors, for its potential to share knowledge, further the sector, and unite the organisations that operate within it. As a member-funded specialist trade association for the interactive media and micropayments industries in the UK, aimm has been working closely with industry, regulators, and government since its inception in 2008. The organisation is focused on creating conditions for growth amongst its members and protecting the regulatory environment in which its members operate. Cymba, which will lead the production of the report, joined aimm in 2017. Rich Mullens, Director at the mobile payments and messaging solutions provider, joined aimm’s Board in 2025, having replaced Steve Matheison, the business’s Product Lead, who served two years. On producing the report, which is scheduled for launch in Q1 of 2026, Rich comments: “This is an exciting opportunity to promote best practice in the use of PSMS within charitable fundraising, and provide meaningful data and commentary that the entire industry can benefit from. PSMS, and now RCS, continues to enable supporter engagement and generate significant amounts of income for charities across the UK, so it’s right that we celebrate its impact in a structured and non-competitive way. CYMBA is delighted to lead on this project and proud of its ongoing association with aimm." Joanna Cox, General Manager at aimm, adds: “The report and the support it has received so far reflects an industry-wide commitment to strengthen the sector through insights, shared knowledge, and innovation. If we can better understand the emerging opportunities and challenges, then we can better support organisations working within the sector as they continue to grow and strive to improve the customer experience. Consumer trust is the most important thing, and the thing that we need to get right. If we’re continually trying to arm organisations in the sector with the tools they need to deliver positive customer experiences, as we’re aiming to do with this report, then that can only be a good thing.” aimm members interested in contributing to the report can contact joanna@aimm.co and Cymba customers, please reach out to stevem@cymba.co.uk For more information on aimm, visit www.aimm.co

Exciting news for Cymba Customers! A smarter, more affordable way to manage Direct Debit collections is here. We're proud to introduce ClearDebit , part of the ClearCourse Group alongside Cymba, offering seamless direct debit solutions to make your operation more efficient and cost-effective. ClearDebit is a trusted provider of Direct Debit services to charities across the UK. As a Bacs Approved Bureau, Bacs Approved Software Provider, and Bacs Accredited Training Provider, they offer a fully compliant, secure, and seamless solution tailored to the needs of the not-for-profit sector. At a time when many providers are increasing their fees, ClearDebit is committed to helping Cymba customers cut costs. Whether you're looking to switch from your current provider or explore Direct Debit for the first time, we’d love to show you how ClearDebit can support your mission. Why ClearDebit? Proven experience working with charities nationwide Seamless integration with your existing systems Expert support and Bacs-accredited training Competitive pricing — with no hidden fees Cost savings compared to other providers, who are currently raising their prices Contact Adele Green or the ClearDebit sales team to learn more and make Direct Debits simple, affordable, and effective for your organisation.

Don’t miss opportunities to maximise engagement with our five simple ways to boost engagement across SMS fundraising campaigns

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There’s an anonymous saying liked by the Cymba team, which is Just because you’ve counted all the trees doesn’t mean you’ve seen the forest. Testing text donation ask strategies is a bit like that. You might think that you have everything in place for a new campaign, but if it doesn’t support the bigger picture – or, worse, if it doesn’t work at all – then it really doesn’t matter that you’ve followed the blueprint for a successful fundraising campaign if the donations aren’t coming in. Of course, there is a way in which to make sure a campaign is as effective as it can be before it gets a wider launch – and it’s relatively straightforward, too. You simply test. But in a campaign made up of countless components and a multitude of variables, what exactly do you test? As a longstanding fundraising platform provider that has carried out thousands of text-to-donate campaigns on behalf of its clients, here are Cymba’s top seven areas to test. 1. Perfect timing Whether you’re testing the time of the day, week, or year, timing plays a large role in the effectiveness of text-to-donate campaigns. One member of our team used to work at a charity focused on an elderly demographic, which had notable campaign success in the colder months. Why? Because the donors were busy looking after grandchildren in the summer months. As a result, campaigns were restricted to autumn and winter. 2. Good value Maybe you’ve spent the last decade asking for £5 per campaign, but lately you’ve been wondering what would happen if you asked for £10 or even £15. Or maybe you’re considering whether or not an open-ended ask might yield even higher donations? With testing, you can find out by issuing varying sizes of asks to a small group of donors. 3. The right message Not that long ago, text-to-donate asks were limited to 160 characters. With the emergence – and now the exponential rise – of Rich Communications Services, there are no limits. Not only that, but charities can now incorporate images, video, and even interactive buttons into an ask. However, irrespective or whether it’s long or short, copy- or visual-driven, or even one-way or two-way, is it effective? The only way to know for sure is to test 4. Pre-broadcast messages A successful campaign shouldn’t hinge on the effectiveness of one broadcast alone. We often run campaigns whereby a warmup message is sent, advising prospective donors that they’re going to shortly receive a message outlining how they can help. Is it effective? Well, it can be, depending on the message and the audience, both of which can easily be … you guessed it, tested. 5. To follow-up, or not follow-up Sometimes, all it takes is a nudge to get that donation over the line. But there’s often a fine line between reminding someone to donate and being perceived as chasing someone to donate. As to how your audience will perceive a follow-up text remains to be seen via testing. But if this tactic is the difference between getting a donation and not getting a donation, then it’s certainly worth exploring. 6. A personal approach A quick poll of the Cymba team revealed that they like being referred to by name when being sent marketing communications or asked to donate; the general consensus is that the personal touch goes a long way. But not everybody likes it. Whether your audience does or not might depend on the nature of the charity and the age of its members (remember, Generation Z expects personalisation when being communicated to). 7. Environmental impact No, we’re not referring to the environment in a climate or sustainability sense, but rather what’s going on in the world at the particular time of your campaign. For example, escalating energy prices and a long-running cost-of-living crisis tend to make people think twice about spending or donating on the basis that they no longer have as much disposable income as they might have done, say, 12 months ago. In our view, how well a charity can counter these external challenges comes down to the messaging - so getting it right via testing is imperative. Given the impermanent nature of life and the fact that everything changes all the time, testing should really be a permanent fixture in your text-to-donate campaign outreach. For advice, guidance, or to simply find out how your text-to-donate campaigns could be improved, contact the Cymba team to speak with a fundraising technology specialist. Want to supercharge your campaigns and improve your return on investment? Contact the Cymba team .

We’ve been harnessing technology to leverage charities’ fundraising campaigns for many years now. And, through our partnership with CM.com , which specialises in AI-powered customer engagement, we’ve broadened our technological capabilities even further. From devising and implementing SMS fundraising campaigns to exploring what’s possible with Rich Communication Services (RCS), we’ve carved a reputation for delivering SMS and RCS campaigns that have the power to boost engagement and revenues. This also puts us in the enviable position of having sight of what lies ahead when it comes to the technology that will be used to power fundraising campaigns in the not-too-distant future. So, the question is, what are the technologies that we foresee being adopted by charities in the next 12 – 24 months? Here's what we expect to see rolled out soon. RCS Strictly speaking, this one isn’t on the horizon – it’s actually here now. However, it hasn’t yet been widely adopted. Whereas SMS is purely character-based, RCS allows charities to incorporate images, video, and even interactive elements, such as clickable buttons and polls. The result? A richer and more engaging experience for potential donors. We have even been helping charities use this technology – via WhatsApp – for the stewardship of large-scale events such as marathons to gain a better understanding of how best to use the channel. SMS Now, this one certainly isn’t new. In fact, this technology has underpinned CYMBA’s campaigns since we first opened our doors in 2004. However, the way it’s used is likely to change over the next couple of years. Perhaps the most notable change will be its integration with Apple Pay and Google Pay, which will make it easier for people to donate in response to SMS messages. We also expect to see SMS and AI working together more cohesively, the result of which will support two-way texting with responses that are tailored to the individual. Of course, SMS in its standard format will continue to dominate the charity fundraising landscape for its high open rate, simplicity, and immediacy. Chatbots Each ask made via SMS or RCS is generally the result of meticulous planning in order to make it as clear as possible, and as simple as possible for the donor to act on. However, potential donors can slip through the net for a whole host of reasons. But what if you have a chatbot on hand to guide potential donors through the giving process? We envisage an uptick in charities using chatbots to do just this. Regardless of the platform – be it a charity’s website, its WhatsApp channel, or even its social media accounts – expect to see more chatbots giving charities a helping hand in getting donors over the line. Voice activation Whether it’s “Alexa, can you …” or “Hey Google, what is …”, the chances are that pretty much everyone is now familiar with voice activation technology. The next step, then, is to enable this technology to make donations via voice command alone. Of course, the initial prompts will still be important, which is why technology such as SMS will never go away. But we expect to see charities asking donors to give via Alexa and Google become standard quite soon. AI Tools such as ChatGPT have become part of the English lexicon – and its adoption by organisations of all natures and sizes is now widely accepted. We expect to see AI help charities create and deliver campaigns at a much faster rate as it becomes a more reliable source of content creation. Not only that, but tailored messaging, custom donation amount suggestions, and personalised communication based on previous donor interaction are now all possible. We believe that 2025 is the year in which this will all come together, offering charities more campaign flexibility and higher chances of securing regular donations. Summary The integration of new and emerging technologies within charities’ fundraising strategies is coming, and its inclusion will allow organisations to be smarter, more efficient, and more tailored in their approach. However, longstanding technologies – such as SMS – will continue to be a throughline, effectively tying together the old with the new by providing the prompts from which donations can be made through new and innovative ways. The next two years are likely to be a period of change as new technology becomes more widely adopted and more is made of existing channels. However, in our view, it’s a positive change, and one that’s likely to open new doors – and new revenue streams – for UK charities. Want to explore how technology can amplify your fundraising campaigns? Contact the Cymba team .