The Ultimate Enterprise Messaging Playbook: SMS, RCS, WhatsApp & more

1. The Ultimate Enterprise Messaging Playbook SMS, RCS, WhatsApp & more For Indian enterprises to design, optimize, and scale customer conversations across channels. Enable cost-effective, compliant, and high-impact communication.

2. Table of Contents Page 01 1. Why Messaging Still Matters (and More Than Ever) Page 04 2. Know Your Channels: Core Enterprise Messaging Options ® Page 07 3. Choosing the Right Channel by Industry & Objective Page 10 4. Channel Strategy by Use Case: Smart Flows That Work Page 13 5. Detailed Sample Campaign Blueprints (Mini-Playbooks) Page 16 6. Common Mistakes & How to Avoid Them Page 19 7. Why Helo.ai Page 21 8. Final Thoughts: Omnichannel Isn’t Optional Anymore

3. 1. Why Messaging Still Matters (and More Than Ever) Today customer communication is the most important thing: be it marketing, support or sales. It’s a real-time, two-way exchange where customers expect instant answers, contextual help, and personalized service—on their terms, on their preferred channels. And for India’s 1.2+ billion mobile users, messaging is the default mode of communication. From one-way blasts to real-time conversations Traditional communication channels like emails, cold calls, static push notifications are increasingly ignored or filtered out. In contrast, messaging channels like WhatsApp, RCS, SMS, Email and even Voice offer businesses a direct, permission-based, and highly engaging way to stay relevant.Customers don’t just want updates. They want answers. They want interaction. They want action. And they want it now. ® 82% of Indian users say they’re more likely to engage with a brand that responds quickly on messaging apps. Page 01

4. WhatsApp and beyond In India, WhatsApp is the face of messaging—but conversational engagement goes far beyond just WhatsApp. Each channel, be it SMS, RCS, email, or voice has a specific role to play in the customer journey. WhatsApp excels at rich interactions and ongoing conversations SMS is unbeatable for instant delivery and wide accessibility RCS offers rich media without app downloads on Android ® Email remains the standard for detailed documents and policy updates Voice works best where literacy or tech barriers exist Rise of mobile-first behavior in India India’s internet is mobile-first. A massive share of the population skips desktops entirely, going straight to smartphones. That changes how brands must think about engagement it must be app-like, fast, and conversational. 95% of India’s internet users access the web via mobile That means your customer engagement strategy must be mobile-native, data-light, and responsive across touchpoints.. Page 02

5. Why this playbook, why now With changing WhatsApp pricing, the rise of RCS, and growing fatigue around traditional email or push notifications, businesses need to think beyond just presence. They need performance across channels. This playbook is built for CXOs, marketing heads, product leaders, and ops teams who want to: Deliver scalable, personalized customer journeys Maximize ROI from their messaging spend ® Future-proof their messaging strategy with automation, analytics, and compliance in mind Choose the right mix of channels for every use case We will talk about 3 major channels where most of the customers exist in India right now WhatsApp, RCS, SMS. Page 03

6. 2. Know Your Channels: Core Enterprise Messaging Options To build an effective messaging strategy, you need to match the right message with the right channel—based on cost, urgency, interactivity, compliance, and customer behavior. India is a uniquely mobile-first market, where every channel has a role to play depending on the user’s device, intent, and digital maturity. Here’s a breakdown of the four core messaging channels you need to understand: Enterprise Messaging Channels: Strengths, Weaknesses, Best Use Cases ® Channel Strengths Limitations Best For - No rich media - No branding - Spoofing risk if not DLT-verified - OTPs and alerts - Bank/payment updates - Fallback messages - Universal reach (works on feature phones) - Instant delivery - No internet needed SMS -- Higher cost (esp. for marketing) - Template approval process - Not built for bulk blasts - Verified brand identity - Rich media (PDFs, buttons, etc.) - Supports automation & bots - Onboarding & KYC - Proactive support - Personalized re-engagement WhatsApp Business API - Limited iOS support - Not universal across all Androids - Promotions & cart recovery - Interactive reminders - Rich visuals & branding - Native SMS inbox - 94% delivery in India RCS - Cost-effective for scale - Best for long-form content - Attachments supported - Low open rates - Spam filters - Slower engagement - Policy updates - Monthly statements - Regulatory info Email Page 04

7. Cost vs Open Rate Comparison (India-first lens) Average Cost (INR) Channel Open Rate Delivery Speed ₹0.12 – ₹0.20 per message (DLT) SMS 94% Instant (1–3 sec) ₹0.25 – ₹0.90+ per message (post July 1, 2025) WhatsApp Business API 95–98% Near-instant ₹0.10 – ₹0.30 per message RCS ~85–90% Instant (1–3 sec) ₹0.001 – ₹0.01 per email (bulk) Email ~15–20% (India avg) Delayed (3–10 min) ® WhatsApp Pricing Update (Effective July 1, 2025): New Old per-conversation per-message WhatsApp has shifted to per-message billing instead of per-conversation. This means utility and service updates now need optimized flows for cost-efficiency. Page 05

8. Fun Facts WhatsApp: 3B+ monthly active users globally; over 500M users in India. SMS: Compliant and reliable under DLT & TRAI norms, ideal for mission-critical alerts. RCS: Rising adoption due to Android’s 95%+ smartphone market share in India. Email: Still preferred for statements and policy updates, despite low open rates. TL;DR: Use the Right Channel for the Right Job Each channel plays a role: WhatsApp: for trust and automation SMS: for reach and compliance RCS: for rich engagement at scale Email: for formal, low-cost messaging Pro Tip: Your enterprise stack shouldn’t rely on just one. Combine channels strategically for best results. Page 06

9. 3. Choosing the Right Channel by Industry & Objective Messaging isn’t one-size-fits-all—especially across diverse sectors like banking, retail, and utilities. Each industry has distinct needs for speed, reach, compliance, and customer behavior. Let’s explore optimal channel mixes and key KPIs for each vertical: BFSI & Fintech What matters most: Compliance & security financial data handling Instant delivery verification, fraud and due alerts Reliable tracking & verification Recommended channels: WhatsApp API for consented onboarding, KYC, and support flows SMS for critical OTPs and fraud alerts (Email section removed per brief) Sample use cases & channel setup: Use Case Flow KPI to Track Customer initiates - WhatsApp bot guides doc upload - SMS OTP sent - Confirm status on WhatsApp VKYC / Onboarding KYC completion time, user drop-off rate EMI / Payment Reminders WhatsApp utility notification - SMS fallback at T-1 if undelivered Reminder open rate, payment completion % SMS fraud alert - WhatsApp alert with verification link - call to 24×7 support if needed Acknowledgement response rate, fraud resolution time Fraud Alerts WhatsApp API supports bots and verified sender IDs, with 95–98% open rates in India. SMS ensures fallback for ultimate reliability Page 07

10. Retail & E-Commerce What matters most: Rich interaction—carousels, images, buttons for purchase intent Speedy re-engagement—abandoned carts need quick follow-up Wide visibility across device types Recommended channels: RCS for rich engagement and highest conversions WhatsApp for fallback and conversational support SMS as a final reminder Sample use cases & channel setup: Use Case Flow KPI to Track RCS carousel - button - WhatsApp follow-up if no click - SMS reminder CTR, cart recovery rate, time to purchase Abandoned Cart WhatsApp shipping update - RCS map + ETA - SMS fallback Order Tracking Delivery status view percentage Promotions & Flash Sales RCS promo - WhatsApp broadcast -SMS alert before expiry Open rate, conversion rate, campaign ROI RCS conversion can reach up to 80%, with 4× higher engagement than SMS bloggerspassion.combot.space+1demandsage.com+1m.economictimes.com+5clevertap. com+5webengage.com+5. Page 08

11. Utilities & Telecom What matters most: Scale – millions of subscribers Timeliness – bill reminders and service alerts Regulatory compliance – adherence to DND, data rules Recommended channels: WhatsApp for utility reminders & plan updates RCS if Android userbase is high (for richer countdowns, pay-now cards) SMS or voice fallback for low-connectivity or feature phone users Sample use cases & channel setup: Use Case Flow KPI to Track WhatsApp utility message -RCS “Pay Now” CTA - SMS/Voice fallback Payment completion rate, CTA click-through rate Bill Reminders Service Outage Alerts SMS alert ? WhatsApp detail share - Voice alert if required Message delivery %, escalation call rate WhatsApp rich survey - SMS reminder closer to renewal date Plan Renewals Renewal rate, survey completion % India has 95%+ Android market share, making RCS viable at scale . Why this approach works It's customer-first: using the channel the user is most likely to see & act on It’s cost-optimized with tiered messaging fallback It builds trust and compliance—especially in regulated industries It’s scalable: flows can serve thousands to millions without friction Page 09

12. 4. Channel Strategy by Use Case: Smart Flows That Work Choosing the right channel isn’t just about where your customers are—it’s about what you want to achieve. That’s why smart enterprise messaging isn’t linear—it’s flow-based, goal-first, and fallback-enabled. Let’s explore a few real-world use cases with optimized channel strategies built on speed, cost, compliance, and conversion. OTP / Login Goal: Max delivery Channel Flow: SMS - RCS - WhatsApp Why This Works: SMS remains the fastest, most reliable method for OTP delivery (no internet dependency) RCS enhances the experience for Android users with rich visuals and delivery status WhatsApp acts as the final fallback for users who may miss SMS/RCS Smart Layer: Helo Broadcast auto-prioritizes SMS first, retries via RCS if undelivered, and switches to WhatsApp as a last-mile fallback—all within seconds. This ensures time-sensitive messages reach every customer, on the best available channel. Abandoned Cart Goal: Re-engagement Channel Flow: RCS - WhatsApp - SMS Why This Works: RCS allows image carousels, clickable buttons, and dynamic offers—ideal for conversion WhatsApp brings trust with verified sender IDs and hybrid agent/bot support SMS ensures reach to all devices when rich messaging is unavailable Page 10

13. Smart Layer: Helo Broadcast triggers a rich RCS promo within 10 minutes of abandonment - waits for click response - escalates to WhatsApp reminder ? final SMS nudge at 24-hour mark. KYC Journey Goal: Automation + trust Channel Flow: WhatsApp Bot - Live agent Why This Works: WhatsApp offers seamless document collection, FAQs, and verification Customers trust the platform and engage more with guided flows Bot + agent handover ensures completion for complex queries Smart Layer: Helo Conversations powers a fully-automated VKYC flow: 1.Customer clicks link - Bot explains steps 2.Uploads PAN/Aadhaar inside WhatsApp 3.Live agent joins for final validation 4.Status confirmation sent via WhatsApp The experience is real-time, secure, and compliant with regulatory norms. Policy Updates Goal: Mass reach Channel Flow: Email - SMS nudge Why This Works: Email supports long-form, document-heavy updates (T&Cs, policy changes) SMS nudges improve visibility, with a CTA to open the email or policy page Page 11

14. Smart Layer: Send detailed update via email - Helo Broadcast auto-triggers an SMS with “Tap to View” button - monitor open and click rates in real time. Festival Campaign Goal: Promotion Channel Flow: RCS - WhatsApp Broadcast - Email Why This Works: RCS drives campaign visibility with festive visuals and tap-to-buy buttons WhatsApp Broadcast boosts trust, especially for opted-in users Email handles broader reach, deals summary, or catalogs Smart Layer: Launch festive offer - RCS message with product carousel - Follow-up on WhatsApp with a single CTA - Email with extended offer for passive shoppers. What Powers These Flows? Helo Broadcast sits at the center, ensuring: Automaticretries if a message fails Smart routing based on reachability and cost Real-time compliance (DLT, consent, audit logs) Flow logic and fallback built-in—no manual toggling required All campaign flows can be monitored on a single dashboard, with performance analytics per channel and step. Page 12

15. 5. Detailed Sample Campaign Blueprints (Mini-Playbooks) 1. EMI Reminder Flow (BFSI) Objective: Timely nudges to reduce missed payments Primary Metric:On-time payment rate 1. Primary Channel WhatsApp Business API (green tick + media support) Fallbacks SMS - Voice (for non-clickers) 2. ® 3. Sample Message "Dear Arjun, your EMI of ₹3,254 for Loan A/C XX1203 is due on 2nd July. Pay now to avoid late charges." CTA “Pay Now” button with Razorpay link 4. Estimated Cost ₹0.30 (WA Utility) - ₹0.12 (SMS) - ₹0.30 (Voice) 5. Why This Flow WA supports rich CTAs. SMS ensures reach. Voice adds urgency. 6. Track Click-through rate, payment conversions, delivery drop-off 7. 2. Cart Recovery Sequence (Retail / E-Com) Objective: Boost conversion from high-intent shoppers Primary Metric: Cart conversion rate 1. Primary Channel RCS (rich visuals + native inbox) Fallbacks WhatsApp - SMS 2. 3. Sample Message "Your cart is waiting! Get 10% off if you complete your purchase in the next 2 hours." (with image of cart items) Page 13

16. CTA “Complete Order” button 4. Estimated Cost ₹0.15 (RCS) - ₹0.30 (WA) - ₹0.12 (SMS) 5. Why This Flow RCS is engaging + low cost. WA for wider Android/iOS reach. 6. Track CTR, conversion rate, fallback % 7. 3. Policy Alert + CTA (Insurance) Objective: Notify users of policy changes or maturity Primary Metric:Open & response rate ® 1. Primary Channel WhatsApp Business API Fallbacks SMS 2. 3. Sample Message "Hi Riya, your LIC Policy #PL9982 will mature on Aug 30. Click below to view final benefit summary." CTA “View Summary” button 4. Estimated Cost ₹0.30 (WA Utility) - ₹0.12 (SMS) 5. Why This Flow WA delivers trust + format clarity. SMS ensures fallback. 6. Track View rate, link clicks, call center calls 7. Page 14

17. 5. Credit Card Upsell (Fintech) Objective: Promote upgrade to premium credit card Primary Metric:Application starts 1. Primary Channel RCS Fallbacks WhatsApp Broadcast - SMS 2. 3. Sample Message "Unlock a world of benefits! Upgrade to our Titanium Card with 5X rewards and zero annual fee." CTA “Apply Now” 4. Estimated Cost ₹0.15 (RCS Promo) - ₹0.80 (WA Promo) - ₹0.12 (SMS) 5. ® Why This Flow RCS visuals drive desire. WA has wider reach. SMS closes the loop 6. Track Application CTR, CPA, opt-outs 7. How Helo.ai Enables These Flows All campaigns above are managed via Helo Broadcast, which: Prioritizes cost-efficient channels first Auto-retries based on user activity & delivery failures Ensures compliance with DLT and Meta Supports smart templating and real-time analytics Page 15

18. 6. Common Mistakes & How to Avoid Them Even with the best tools, many enterprises make avoidable errors in their messaging strategy. These missteps can hurt delivery, engagement, and compliance—leading to poor ROI. Here are the most common mistakes we see (and how to fix them): 1. Using WhatsApp Business App Instead of APIv What goes wrong: Enterprises use the free WhatsApp Business App instead of the API, thinking it’s “good enough” for customer conversations. Why it’s a problem: ® Limited to 5 devices No automation or CRM integration No green tick or verified brand identity Manual message handling Fix it: Upgrade to WhatsApp Business API for automation, scale, and compliance. Helo.ai handles everything—from Meta verification to onboarding and dashboard setup. 2. Overusing a Single Channel What goes wrong: Relying too heavily on one channel—whether it’s SMS, WhatsApp, or RCS—without a fallback leads to dropped conversations and poor CX. Why it’s a problem: No single channel has 100% reach OS limitations (e.g., RCS on iOS) Channel-specific delivery issues (DLT, Meta template failures) Fix it: Design multi-channel, fallback-based flows. Helo Broadcast uses smart prioritization to select the best path based on cost, delivery rates, and user behavior. Page 16

19. 3. Missing Template Approvals What goes wrong: Sending messages on WhatsApp or RCS without pre-approved templates delays campaign launches—or worse, causes rejections. Why it’s a problem: Wasted go-live timelines Failed compliance checks Lost marketing or transactional windows Fix it: Use Helo.ai’s built-in template manager to create, test, and track approval status across WhatsApp, RCS, and SMS DLT portals. We manage compliance so your team can focus on performance. 4. Ignoring Fallback Setups ® What goes wrong: A message fails on the primary channel (e.g., RCS or WhatsApp), and there’s no retry or backup. Why it’s a problem: Lower delivery rates Missed conversions or time-sensitive triggers Lost customer trust Fix it: Helo.ai supports automated fallbacks (e.g., RCS - WhatsApp - SMS). You define the logic once we ensure delivery every time. 5. Treating SMS or RCS as “Legacy” What goes wrong: Teams assume SMS and RCS are outdated or only for OTPs—missing out on smart, low-cost reach for alerts, promotions, and support nudges. Why it’s a problem: WhatsApp-only mindset = higher costs Limited reach for non-app users Underused formats like SMS + CTA or RCS surveys Fix it: Leverage SMS and RCS strategically. Helo.ai supports rich RCS flows, CTA-enabled SMS, and fallback logic that makes these channels smarter and more cost-effective. Page 17

20. ✅ Quick Fix-It Checklist Mistake Fix Using WhatsApp Business App Upgrade to API via Helo.ai One-channel dependency Set up multi-channel retries Missed template deadlines Use Helo Template Manager No fallback logic Automate with Helo Broadcast SMS/RCS underutilized Build smart flows using all channels Helo.ai:YourMessagingCo-Pilot With Helo.ai, you don’t just send messages—you build customer journeys that are: ® Compliant by default Cost-efficient by design Optimized for speed, reach, and ROI From template approvals and retries to smart workflows and analytics—we simplify enterprise messaging so you can scale conversations without complexity. Page 18

21. 7. Why Helo.ai Choosing the right messaging partner isn’t just about APIs and dashboards it’s about performance, reliability, and scale.At Helo.ai, we combine powerful infrastructure with deep domain expertise to help enterprises build smarter, faster, and more compliant customer communication flows. Here’s why top brands choose Helo.ai 200M+ WhatsApp messages per month Trusted by banks, fintechs, insurers, and retailers to manage critical customer communication at scale. ® True omnichannel capabilities Native support for SMS, RCS, WhatsApp, Voice, and even Email, with seamless fallback logic and unified reporting. AI-powered performance engine Intelligent routing, retry logic, send-time optimization, and template A/B testing — all built in. Compliance-first approach Fully aligned with DLT, Meta template policies, GDPR, and local regulations. Your brand stays protected and audit-ready. Plug-and-play integrations Connects with 50+ CRMs, LOS, LMS, and analytics platforms. From Salesforce to custom-built tools — we fit right in. Built for BFSI, Retail, Fintech, Utilities, and more Industry-specific expertise ensures your messaging flows are optimized for business logic, compliance, and outcomes. Page 19

22. ✅ What This Means for You Cut campaign execution time from days to minutes Increase delivery rates by up to 32% using smart fallback Reduce messaging costs by up to 52% with channel optimization Gain full visibility with real-time reports and journey analytics Ready to build better conversations Whether you're launching a new campaign or rethinking your entire messaging stack — Helo.ai has you covered.  Talk to our team  See a demo ® Let’s turn every message into momentum. Page 20

23. 8. Final Thoughts: Omnichannel Isn’t Optional Anymore Your customers have already moved on. They’re not waiting in email inboxes or navigating IVRs they’re tapping, scrolling, and expecting answers now, inside their messaging apps. For enterprises, this shift isn’t just a trend — it’s a transformation. The brands that win are the ones that show up: On the right channel At the right time With the right message ® And they don’t do it manually. They do it with automation, AI, and smart orchestration across SMS, RCS, WhatsApp, and Voice. Because every missed message is a missed opportunity. And every smart message is a step closer to a conversion, a resolution, or a loyal customer. At Helo.ai, we believe messaging isn’t just a channel — it’s the new front door to your brand. Let’s make every message count — for your customer, and for your ROI. and start building smarter conversations, today.  Connect with our team Page 21