Sinch Expands SAP Partnership with RCS Integration for Engagement Cloud
Sinch AB has integrated Rich Communication Services (RCS) into its SAP Engagement Cloud offering, expanding its partnership with SAP. The move enables new AI-driven, conversational customer experiences.
Stockholm – Sinch AB has expanded its partnership with SAP by integrating Rich Communication Services (RCS) into its native integration with SAP Engagement Cloud. This new messaging channel allows businesses using SAP Engagement Cloud to send richer, more interactive messages directly to customers.
RCS is designed as the next generation of mobile messaging, offering features such as branded sender identification, rich media, and interactive buttons within the native messaging app on a customer's phone. This integration adds RCS alongside existing channels like SMS, MMS, WhatsApp, LINE, and Viber that are available through Sinch's SAP integration.
The enhanced integration allows businesses to create and deliver more engaging customer communications directly from their existing marketing and service environments. It supports the development of AI-driven conversational experiences, potentially improving sales and customer service outcomes. Messages can be managed within SAP Service Cloud, with SMS fallback ensuring broad reach and reliability in markets where RCS Business Messaging is supported.
Jonathan Bean, EVP EMEA & AI Partnerships at Sinch, stated that the integration provides businesses with another channel for reaching customers through rich, branded experiences. Sinch, founded in 2008, aims to connect businesses with customers globally and processed over 900 billion customer interactions annually. The company reported net sales of USD 3 billion in 2025.