Insights

A Milestone Moment April brought a milestone for Cymba as we celebrated Les Beech’s retirement after more than a decade with us. It’s hard to imagine the office without him - his energy, humour, and support were part of the fabric of our days. We’ll miss him deeply, not just for the incredible work he did, but for the laughter and lightness he brought to the team. He will, however, continue to inspire both the wider community and us. Where it all began His journey with Cymba started back at St John Ambulance. With a budget to try something new, he teamed up with DTV on a campaign that caught everyone’s attention. That advert eventually became a text‑to‑donate initiative - with Cymba right at the heart of it - and, well, the rest is history. When he officially joined the team, Regular Giving by SMS was on the verge of launching. He brought with him a wealth of experience from regular giving campaigns, and under his guidance, the initiative grew into a powerful platform that made life easier for clients. He had a knack for spotting what would make things better and then making it happen - and usually making us laugh along the way. More than just work, cats, wine and music His absence is already felt, but Les wasn’t just the “campaign guru.” His warmth and personality shone through in everyday moments. Who else could make a complex two‑step campaign sound simple, or turn a chat about bounce‑back messaging into a mini masterclass? And of course, we’ll never forget Katja and Rasamus, his beloved cats, who became honorary team members, often stealing the spotlight on calls and reminding us who really ran the show. It feels fitting that many of the charities he worked with shared his love of animals - Battersea Cats and Dogs, Cats Protection, and The Brooke. His efforts with them raised vital funds, but they also reflected his personal passions, which made his contributions all the more meaningful. We’ll miss his support more than words can say. He was never too busy to explain something, lend a hand, or share a story. From his time studying in Japan to living in the US with his parents, he was always entertaining, making you stop and listen. And there were never any half measures - whether it was work, wine, or music - from rock to jazz, he threw himself in wholeheartedly and gave it his all. Life beyond Cymba So, what’s next? For now, he is taking some well‑earned time to focus on himself - tennis, cycling, pilates, and enjoying his beautiful new kitchen are high on his new agenda. We can already picture him, glass of wine in hand, music playing, and a smile on his face. We know he’ll throw himself into this next chapter with the same enthusiasm he brought to work. Thank you, Les, for everything - from your friends at Cymba and the charities you've helped along the way. We'll miss you, but we'll carry your energy forward with pride. Here's to you: colleague, mentor, and friend. We'll raise a glass (and maybe sneak in a toast to Katja and Rasamus too).

The Sea of Messages People haven’t just moved to mobile - they live there. Phones buzz constantly with notifications, alerts, and updates. In that crowded space, silence from an organisation isn’t neutral. It feels like an absence. And absence costs more than missed opportunities; it costs trust, loyalty, and connection. Email still has its place. It’s where longer updates and formal communications belong. But the phone is now king. Mobile messaging has moved to the forefront of engagement, offering immediacy and intimacy that other channels can’t match. The question isn’t whether to use mobile - it’s how to use it in a way that stands out. The Stakeholder’s Perspective For customers, members, employees, or donors, every message is a reminder of why they chose to connect with you. When those reminders don’t arrive in the space they use most - their phone - the relationship weakens. People want immediacy, recognition, and impact stories in real time. A message that shows gratitude, shares a quick update, or delivers useful information can make them feel valued and connected. Without it, they risk feeling forgotten. Partners and investors also expect visibility and engagement. They want to see their support acknowledged and celebrated. Mobile messaging offers a direct way to highlight contributions and ensure they feel part of the story. A branded message that thanks stakeholders while showcasing partnership involvement is far more powerful than a logo buried in an email footer Beyond Transactions: Building Relationships Mobile messaging isn’t only about asking for action. It’s about creating a sense of belonging. Organisations can use mobile to invite feedback, share behind‑the‑scenes updates, or celebrate milestones together. These moments make people feel like insiders, not just recipients. They transform interactions from transactions into shared journeys. When stakeholders feel part of a community, they don’t just engage - they advocate. They share stories, invite friends, and become champions for the brand or cause. Mobile messaging is the bridge that turns supporters into ambassadors. The Evolution of Mobile Messaging The journey from SMS to push notifications to RCS shows how mobile has matured. SMS was functional but limited. Push notifications added immediacy but often felt intrusive. RCS brings richness and interactivity, allowing organisations to deliver branded, visual, and interactive experiences directly in the native messaging app. This evolution isn’t about technology for technology’s sake. It’s about meeting people where they are, in the way they want to be engaged. RCS is the natural next step for organisations that want to stay relevant in a crowded digital landscape. Practical Examples A retailer sends a personalised offer with a one‑tap purchase option. A university shares an interactive reminder about an upcoming class. A healthcare provider confirms an appointment with easy reschedule options. A charity delivers a photo update from the field to donors. These aren’t marketing tactics; they’re moments of connection. They show stakeholders that their involvement matters and make every interaction feel personal. The Cost of Not Adapting Failing to adapt to modern mobile messaging means fading into the background. Customers expect immediacy. Employees expect clarity. Partners expect visibility. Without meaningful mobile touchpoints, relationships drift. The cost isn’t just financial; it’s emotional. Every missed message is a missed opportunity to remind people why they matter. M is for Mobile messaging that counts Organisations don’t lose people because they stop caring. They lose them because they stop hearing. In a world of endless notifications, those that thrive are the ones that choose to adapt - to meet stakeholders in the space they already inhabit, and to speak in a way that feels immediate and human.  Mobile messaging isn’t about marketing blasts. It’s about presence. It’s about gratitude in real time, impact shared as it happens, and making every stakeholder feel part of the journey. That’s why M is no longer for marketing - it’s for mobile messaging that counts. And for every organisation, the future depends on making every message count. Ready for RCS? Contact our team today, and start creating lasting connections.

When it comes to RCS, we’ve covered its features, benefits, and Apple’s game changing decision to support the technology. We’re even developing a white paper about RCS and the future of business messaging. But what we haven’t explored are the practical steps to set it up. The good news? Getting started with RCS is as simple as 1, 2, 3. So, what exactly do you need to do? Read on to find out. 1. Setting up your RCS business profile First things first – and that’s setting up your ‘front of house’. Think of it like creating a website or setting up a social media profile, but simpler. To use RCS, you need an organisational profile that lives within the RCS ecosystem. Carriers and platforms reference this profile every time you send a message, ensuring your communications are authenticated and trusted. This is where you add essentials: your organisation’s name, logo, phone numbers, links, and a short description. These details are used to authenticate your messages, confirming that they are genuinely from you and ensuring that your brand is represented consistently across all devices. 2. Understanding RCS verification and registration One of RCS’s biggest strengths is its verified status and built‑in security. And while “security” might sound like a hurdle, the truth is that the process is pretty straightforward. To begin, you’ll need to set up your business profile for RCS messaging. Once your provider submits this profile to Google and the carriers, a nominated individual from your organisation will be contacted via email to approve the profile. This step ensures carriers can authenticate your traffic and confirm that messages are genuinely coming from you. From there, your RCS provider or carrier will review and finalise the registration. Once approved, you’ll earn the verified sender badge. This badge allows RCS‑enabled devices to display your communications as fully branded and interactive, giving supporters confidence that every message they receive is authentic. 3. RCS’s Technical Setup and Campaign Planning With your profile and verification complete, the next stage is connecting and creating - and the good news is that Cymba can support your organisation every step of the way. Most of the time, we start by using a web portal to create and send RCS content. This provides a simple way to get campaigns live quickly. As your needs grow, you may choose to integrate your CRM or marketing automation tool with the RCS API. This unlocks advanced capabilities like sending messages directly from existing systems, automating campaigns, and personalising at scale. Then comes the most exciting part: planning your campaigns. Whether you’re using RCS to deliver promotions, provide customer support, or send alerts and updates, planning ahead helps you make the most of RCS’s interactive features and ensures your communications are engaging, on brand, and effective.  What you can expect Yes, there’s a little bit of admin required to get set up. However, once you’ve got that verified sender badge and you’re planning your first RCS campaign, you won’t look back. With increased security features comes increased trust, and that translates into higher open rates. Add in RCS’s interactive features, from videos to quick‑reply buttons, and you’ll see engagement climb even further. Best of all, you won’t be relying on hunches; RCS delivers advanced analytics, so you’ll know exactly how your messages are performing and where they’re driving results. If you want to speak with an RCS business messaging expert, then contact the Cymba team, who’ll be able to walk you through RCS messaging. step-by-step. Ready for RCS? Contact our team today, and start creating lasting connections.

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