For years, RCS business messaging in India had one big gap: iPhone users. Brands could send rich, branded messages to Android phones, but iPhones fell back to plain SMS. That is starting to change.
According to a report by Inc42 (9 September 2026), Reliance Jio has rolled out new RCS business messaging rates that let brands send marketing, transactional and OTP messages to iPhone users on Jio's network, effective 1 September 2026. Here is what changed and what it means for your messaging plans.
What Jio announced#
Based on emails Jio sent to businesses, as reported by Inc42:
| Message type | New rate per message (as reported) |
|---|---|
| Marketing | ₹0.27–0.30 |
| Transactional | ₹0.25 |
| OTP | ₹0.11–0.16 |
Previously, Jio charged a flat ₹0.08–0.10 per message for RCS business messaging. The report describes this as an expansion of Jio's existing RCS service, which already reached Android users — not a separate new product. Apple has supported RCS on iPhones since iOS 18, with availability depending on the operator; prices are set by each operator.
Why this matters#
RCS messages arrive in the phone's default messaging app with your brand name, logo and a verification badge, plus images, carousels and buttons. Until now, a large part of India's high-value audience — iPhone users — could not see that experience. With iPhones on Jio now reachable:
- Campaign reach for rich messages grows, especially for brands whose customers skew premium.
- Verified sender identity reaches more people — useful for banks, insurers and delivery brands whose names are often spoofed.
- A single rich message can serve both platforms on Jio, instead of an Android-only RCS version and an SMS version for everyone else.
What it means for cost#
RCS on Jio is no longer a flat, low price. At the reported rates, a marketing RCS message costs noticeably more than before, while OTPs remain at the lower end. That changes the maths:
- Use RCS where richness pays off — product carousels, offers with buttons, order updates with "Track" and "Reschedule" actions.
- Keep simple alerts simple. A plain text alert may not need RCS at all.
- Compare against WhatsApp and SMS per use case, not per channel. Our guide to WhatsApp Business API vs SMS and the latest WhatsApp pricing changes help with that comparison.
Fallback still matters#
Even with iPhones on Jio, not every recipient can receive RCS — other networks, older phones, and devices with RCS switched off. That is why RCS should always be sent with automatic SMS fallback: the platform sends the rich message where it works, and the same content as SMS on your DLT-registered header everywhere else. We explain the setup in RCS business messaging in India.
What to do now#
- Check your audience mix — how many customers are on Jio, and how many use iPhones.
- Re-price your RCS plan with the new rates for marketing, transactional and OTP traffic.
- Pick the use cases where rich messages earn their cost, and keep plain alerts on SMS.
- Make sure SMS fallback is on for every RCS message.
Rich, branded RCS where it’s supported and automatic SMS everywhere else, with reports that show which channel each customer got.
Sources#
- Inc42 — Jio introduces new RCS business messaging rates for iPhone users in India (9 September 2026)
Frequently asked questions
Can businesses send RCS messages to iPhones in India?+
How much does Jio RCS business messaging cost?+
Do I still need SMS fallback with RCS?+
Which iPhones support RCS?+
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The team that designs and runs TextNation's SMS, WhatsApp, RCS and voice platform. We write about new features, compliance changes and practical ways Indian businesses can reach customers better.
