This guide provides an in-depth overview of rich messaging formats beyond traditional SMS, including MMS and RCS. It explains how multimedia, interactive, and app-like messaging experiences improve engagement, empathy, and conversion. The document outlines practical use cases such as delivery updates, promotions, onboarding, transactions, and customer support. It compares messaging formats and highlights their strengths, limitations, and integration requirements. The guide also emphasizes data insights, analytics, and optimization enabled by rich messaging. Overall, it positions rich business messaging as a powerful tool for brands seeking to deliver more engaging, measurable, and personalized mobile customer experiences.

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