The next iteration of the Rich Communication Services (RCS) Universal Profile, version 4.0, brings native video calling and enhanced text formatting to messaging apps. Announced by the GSMA, which manages the RCS standard, this update embeds video calls directly within chat threads, supporting both one-on-one and group conversations without needing external apps.
Called Messaging-Initiated Video Calls (MIVC), this feature lets users start or join video calls seamlessly from an ongoing RCS chat. Group members can join a call midway, with video call activity logs integrated into the message timeline for continuity. This makes video interaction feel native and interoperable across various devices and networks.
Beyond video, RCS Universal Profile 4.0 improves text formatting options by adding styles like bold, italics, and strikethrough-bringing richer conversation styling inline. Media support also gets an upgrade, enabling devices to detect and optimize for the video, audio, and image formats compatible with each chat participant for better quality.
Business messaging benefits from these changes as well. The update enables embedding live streaming videos directly inside chats and adds control over how links open-whether within the messaging app itself, a dedicated app, or an external browser. This helps businesses create smoother, more integrated communication experiences.
While these features sound promising, real-world adoption of RCS updates has been slow. Universal Profile 3.0, announced in March 2024 with native end-to-end encryption support, is only just starting to see testing by Apple and Google. Given this history, Universal Profile 4.0’s video calling and formatting updates are likely to take months-if not longer-to become widely available.
RCS’s journey from a text-centric messaging upgrade to a fully integrated multimedia communications platform plays into the ongoing battle to offer a compelling alternative to proprietary apps. Google has been pushing RCS aggressively on Android, but Apple’s limited adoption has kept it from becoming a seamless cross-platform solution-until recently with basic compatibility. Now video calls directly in RCS could be the feature that finally drives broader user interest.