Sinch adds RCS messaging to SAP Engagement Cloud integration
Sinch AB has integrated Rich Communication Services into its SAP Engagement Cloud platform, allowing businesses to deploy interactive, branded messaging directly from their existing marketing environments. This expansion aims to replace standard SMS with richer media, verified sender identities, and AI-driven conversational workflows for global customer outreach.
The new integration positions RCS alongside existing channels like WhatsApp, Viber, and LINE within the SAP ecosystem. By leveraging Sinch’s delivery infrastructure, companies can automate complex customer journeys—ranging from marketing prompts to service handoffs—without leaving their established workflow tools. Features like interactive buttons and verified branding are designed to boost engagement compared to traditional text-based communications.
Jonathan Bean, EVP EMEA & AI Partnerships at Sinch, noted that the move is intended to reduce complexity while driving measurable outcomes like increased customer lifetime value and revenue growth. The system supports automated AI conversations that can escalate to human agents within SAP Service Cloud, maintaining reliability through automatic SMS fallback in markets where RCS is not yet available.
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