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Guide for Sending RCS Messages to the United Kingdom
Review the guidelines and restrictions for sending RCS messages to recipients in the United Kingdom. This information is for general informational purposes only. This information doesn't, and isn't intended to, constitute legal advice. Consult your own independent legal counsel for guidance on use cases and applicable legal and industry requirements.
| Available in: Lightning Experience |
| Salesforce Enterprise and Unlimited Editions for Service Cloud AND Enterprise and Unlimited Editions for Marketing Cloud Next Growth and Advanced Editions |
| Not supported in Government Cloud Plus |
General Guidelines and Deliverability
| Overview | |
|---|---|
| Country | United Kingdom |
| ISO Code | GB |
| Region | Europe |
| Major Carriers | Three, Lycamobile, O2 Telefonica, Sky, EE, Vodafone |
| Conversational Support | Yes |
RCS Agent Requirements
The onboarding process in the UK requires specific documentation to verify your brand and the intended user experience. To ensure a smooth carrier vetting process and prevent delivery rejections, verify that your business details and infrastructure meet these standards.
Basic Agent and Region Details
- Set your agent's data storage and operating region to EUROPE.
- Use a contact phone number with a +44 country code for your sender display information.
- Provide an individual business email address for your brand's designated contact by using the format firstname.lastname@brand.com. Free webmail domains such as Gmail aren’t accepted.
Corporate Registry and Business Verification
- Provide your company's legal name, registered address, and Business Registration Number (BRN) or Company Registration Number (CRN).
- Your legal company name, registered address, and business identifier must match official registry records exactly.
- Government entities must use a VAT or official ID. Charities must provide a Charity Number/HMRC reference. Religious organizations must use a Place of Worship number. Trade unions must use a Trade Union List Number.
- Non-UK businesses must provide a verifiable government-issued ID number from your home country, such as an EIN for the United States, or a Business Number/Provincial Registry ID for Canada.
Compliance Proof and Video Validation
- Submit a brand approval email using the provided templates and specify your expected message frequency and volume.
- Determine your RCS agent use case and include sample messages for both promotional and transactional categories along with opt-out details.
- Submit a screenshot or a URL of your opt-in process that clearly demonstrates how users consent to receive communications from your RCS sender.
- Provide a video for Google review that demonstrates the agent's functionality and active opt-out capabilities, such as a user successfully sending the keyword STOP.
Brand Activation and Email Verification
Your brand POC must monitor their email and promptly approve incoming verification requests from independent registry agents.
Google and Brand assure verification links remain valid for 30 days. Aegis links are valid for 45 days, with Aegis sending a reminder email 48 hours before your initial 7-day response window expires.
Restricted Content
Your RCS messages must not include:
- Content that violates the Acceptable Use Policy or Messaging Policy
- Content that violates Google's Acceptable Use Policy
- Alcohol and gambling content on the Sky and Lycamobile networks
- Spam, fraudulent content, and deceptive programs
