Sinch adds RCS to SAP Engagement Cloud for interactive messaging

The addition of RCS complements Sinch's existing omnichannel suite, which already supports WhatsApp, Viber, LINE, KakaoTalk, and MMS. By embedding these capabilities into SAP’s platform, companies can now deploy verified sender identities, rich media, and interactive buttons without navigating between disparate software environments. The integration also includes fallback support for SMS to ensure message delivery in regions where RCS may not yet be fully supported.

Jonathan Bean, EVP of EMEA and AI Partnerships at Sinch, noted that the move aims to reduce technical complexity while boosting personalized engagement. Beyond simple marketing notifications, the toolset is designed to facilitate end-to-end sales transactions and seamless handoffs to human agents within SAP Service Cloud. This development arrives as businesses increasingly prioritize higher customer lifetime value and distinct brand experiences in their digital communications.