RCS - FAQs

Why are RCS messages showing in the Queue?

RCS messages are showing in the queue because the RCS retry window is 30 days. This means that any messages not delivered due to certain reasons will continue to retry for up to 30 days.

What is the reason for the RCS failed messages?

“Unreachable number” error in RCS.

This issue can occur due to several reasons, including:

• The recipient’s phone does not support RCS or has it disabled.

• Network or internet connectivity problems.

• RCS is not properly activated on your device.

• The recipient may have changed their number or blocked messages.

• A temporary issue with the Google Messages app.
  

What does “Too many requests” status mean in RCS?

The “Too many requests” status in RCS generally occurs when the same sender (brand/agent) sends too many RCS messages to the same recipient in a short duration. Google applies rate-limiting to avoid spam-like behavior. In short, the device/network flags the sender and temporarily blocks RCS messages to that number.

Is there any limitation for RCS Promotional Messages?

The promotional messaging is permitted only between 9 AM and 9 PM, as per the standard policy. Kindly schedule your promotional campaigns within this time frame.

Do all outbound RCS messages require approved templates?

Answer: NO

Templates are mandatory only for Business-Initiated Messages (BIM) — i.e., when:

• The business starts the conversation

• OR sends a message after long user inactivity

After the user replies:

• Messages are considered conversational

• Templates are NOT required

• Dynamic bot replies are fully allowed

Key Rule (Google RBM)

Once a user interacts, the session is considered user-initiated, allowing free-form responses.

Can we use a generic approved template with {{message}} for dynamic replies?

Not recommended / Not compliant

Google RBM does NOT allow open-ended placeholders like {{message}} that can inject unrestricted text.

Templates must have:

• Fixed intent

• Limited, controlled variables (name, order ID, date, etc.)

Correct Approach

• Use templates only to open conversations

• Send dynamic plain-text messages after user replies (no template needed)
  

Buttons Behavior

Buttons CAN be dynamic.

• Button text and count (within limits) can be generated at runtime

• Must still follow:

  • No misleading or promotional abuse

Limits to remember

• Suggested replies: up to 4

• Suggested actions: up to 2

• Button intent must match conversation context
  

Monthly Limit: 4 Business-Initiated Messages

Correct understanding

Maximum 4 promotional/business-initiated templates per user per month.

Applies ONLY when the user has NOT replied.

Confirmed

The following DO NOT count toward this limit:

• Messages sent after user interaction

• Conversational bot replies

• Follow-ups within the session