Brand Agent (RCS Agent)

A brand agent, also called an RCS agent, is the registered and verified sender identity a business uses to send RCS Business Messaging. It bundles brand name, logo, description, and contact details into one profile with a trust checkmark. From the recipient's point of view, the brand agent is the brand in the chat.

What is a brand agent?

A brand agent, also called an RCS agent or RBM agent, is the registered sender identity a business uses to send messages in RCS Business Messaging. It is the counterpart to the phone number in SMS sending, only with a face: brand name, logo, description, and contact details all live in the agent. Once verified, it appears to the recipient as a verified sender with a checkmark right in the chat.

Components of a brand agent

A brand agent gathers all the elements the recipient sees in the chat header and the info panel:

  • Agent name: the displayed brand name of the conversation.
  • Logo and brand colour: visual recognition in the chat.
  • Description and info: a short about text, website, phone, address, and privacy link.
  • Trust checkmark: a visible sign that the brand has been vetted.

Registration and positioning

The brand agent is created and submitted for verification through an aggregator. Mobile carriers and Google review the brand identity before the agent is allowed to send, so there is a verification lead time of a few days rather than an instant start. A business can run several agents, for example separate ones for service and marketing. An important note on positioning: the brand agent is a concept from the RCS ecosystem of Google, the mobile carriers, and the GSMA, not from the Meta world. Where RCS is not yet available, SMS remains the reliable path for direct delivery.

Brand agents and SendSeven

SendSeven is a unified messaging platform for WhatsApp, SMS, email, Instagram, Messenger, Telegram, and Live Chat. RCS, and with it the brand agent concept, is planned as a future channel; SMS is already a core part of the platform. All channels come together in one central inbox, GDPR-compliant, EU-hosted, and built in Germany.