As per Google RBM (RCS Business Messaging) policy, a Transactional Agent can only send messages that are directly related to a customer’s existing service, purchase, booking, or account activity. Promotional or marketing content is strictly prohibited in transactional traffic. (Google for Developers)

You can refer to the official Google documentation here:

• Google RBM Agent Use Cases Policy

• Google RBM Message Traffic Types

A transactional agent is allowed to send:

• Order confirmations

• Payment receipts

• Appointment confirmations

• Ticket confirmations

• Shipping & delivery updates

• Boarding pass / gate updates

• Account alerts

• Fraud alerts

• Subscription/service updates

• Warranty or safety notifications

• Feedback requests for existing services

Google explicitly mentions that transactional agents are for:

“notifications, updates, or alerts directly relevant to a customer’s existing services or products.” (Google for Developers)

The following content is generally rejected or may cause the agent to be marked as spam:

• Discounts

• Offers

• Promotions

• Sales campaigns

• Cross-selling / upselling

• Marketing CTAs

• “Buy Now”, “Shop Now”

• Product advertisements

• Promotional links unrelated to an existing transaction

Example of violation:

❌
“Your order has been shipped. Get 20% OFF on your next purchase.”

Reason: Promotional offer mixed with transactional content. (MSG91)

{...}{
  "title": "Order Confirmed",
  "description": "Hi {{name}}, your order #{{order_id}} has been successfully confirmed. Expected delivery: {{date}}.",
  "actions": [
    {
      "url": "{{tracking_link}}",
      "displayName": "Track Order"
    }
  ]
}

Why approved:

• Pure order-related information

• Existing transaction context

• No marketing/promotional wording

{...}{
  "title": "Appointment Confirmed",
  "description": "Hello {{name}}, your appointment with Dr. {{doctor_name}} is scheduled on {{date}} at {{time}}.",
  "actions": [
    {
      "url": "{{appointment_link}}",
      "displayName": "View Appointment"
    }
  ]
}

{...}{
  "title": "Payment Successful",
  "description": "We have received your payment of ₹{{amount}} for invoice {{invoice_id}}.",
  "actions": [
    {
      "url": "{{invoice_link}}",
      "displayName": "Download Invoice"
    }
  ]
}

{...}{
  "title": "Shipment Update",
  "description": "Your shipment {{awb}} is out for delivery and will arrive today.",
  "actions": [
    {
      "url": "{{tracking_url}}",
      "displayName": "Track Shipment"
    }
  ]
}

{...}{
  "title": "Security Alert",
  "description": "A new login was detected on your account from {{device}} at {{time}}. If this was not you, secure your account immediately.",
  "actions": [
    {
      "url": "{{security_link}}",
      "displayName": "Secure Account"
    }
  ]
}

❌

{...}{
  "title": "Order Delivered",
  "description": "Your order has been delivered successfully. Enjoy 30% OFF on your next purchase.",
  "actions": [
    {
      "url": "{{offer_link}}",
      "displayName": "Claim Offer"
    }
  ]
}

Reason:

• Contains discount/offer

• Marketing CTA

• Violates transactional use case boundary (MSG91)

• Keep content service-related only

• Use neutral language

• Avoid emojis/heavy marketing tone

• Use clear transactional CTAs:

  • Track Order

  • View Invoice

  • View Ticket

  • Check Status

• Ensure users have opted in

• Do not mix marketing with service updates

• Match template content with the registered RBM use case

Google RBM also monitors spam indicators and can suspend agents sending promotional content through transactional agents. (MSG91)