New messaging technology cheaper than WhatsApp launches in South Africa — but there’s a catch
Infobip has completed what it calls South Africa’s first live Rich Communication Services (RCS) implementation, deploying the messaging protocol in Shiplogic, the logistics platform spun out of Bob Group.
Shiplogic, which provides the end-to-end logistics software-as-a-service platform powering well-known couriers, separated from Bob Group in July last year as part of a move to pursue new growth opportunities.
RCS is a next-generation messaging standard that supports rich content, including images, branded sender profiles, carousels, and interactive buttons within a phone’s native messaging app.
Infobip’s RCS API was first integrated with Ship Logic’s platform in October 2023. The implementation was only recently completed.
The extended timeframe was likely due to delays at South Africa’s mobile network operators in supporting the messaging technology.
RCS allows Shiplogic to send customers real-time delivery updates with interactive tracking features and two-way communication at a lower cost than traditional SMS.
Infobip’s customer growth executive, Lerato Bojabotseha, said the RCS solution offered Bob Group improved engagement while maintaining cost-efficiency.
Shiplogic operations manager Stephan Naudé said expanding RCS across all Bob Group services with Infobip is central to the company’s growth plan.
Bob Group operates a full-stack ecommerce ecosystem in South Africa that includes Bob Shop, Bob Go, Bob Box, Bob Pay, and formerly Shiplogic, serving suppliers and SMEs across the country.
Shiplogic needed a scalable and cost-effective communication solution to replace traditional SMS and email for delivery notifications and customer service interactions.
The company said RCS supports its move toward a paperless future, using digital PINs instead of physical signatures for parcel verification, with verified messaging enhancing trust in transactional communication.
Infobip’s RCS API was integrated with Shiplogic’s platform with what the company described as minimal disruption to existing operations.
After Shiplogic became an independent company in July 2025, the partnership expanded to include WhatsApp integration and a broader omnichannel messaging strategy.
RCS availability remains patchy
The deployment highlights both the potential and the limitations of RCS in South Africa, where network support remains inconsistent.
Bob Group told MyBroadband that Vodacom has fully embraced RCS and recently migrated to Google’s Jibe infrastructure, but other mobile network operators have been slower to adopt it.
The company said its data shows that support is not universal, with consumer devices on the MTN network in some cases showing no RCS availability.
A specific bottleneck exists with Telkom, which has impacted the registration of new RCS senders and means delivery cannot currently be guaranteed across all networks.
RCS requires a combination of the correct mobile network, device type, and operator support for Google’s Universal Profile standard to work.
Because of this inconsistency in support, Bob Group recommended that businesses always configure WhatsApp and SMS as a fallback channel to ensure message delivery.
Cost comparison
The main benefit of RCS is that it offers a clear pricing advantage over WhatsApp for South African businesses sending high-volume notifications.
Based on rate cards effective through April 2026, WhatsApp marketing messages in South Africa cost approximately R0.63 per message, while utility and one-time PIN messages cost around R0.13.
RCS typically costs a few cents less than WhatsApp per message, though exact pricing varies by volume and aggregator.
SMS remains the most reliable channel, working even without a data connection, but is limited to 160 characters and lacks the rich media capabilities of both RCS and WhatsApp.
Bob Group said WhatsApp is also stricter about message templates, which makes it harder for businesses to navigate, but results in a less spammy experience for users compared to RCS and SMS.
RCS has the advantage of working within the phone’s native messaging app, meaning users do not need to download a separate application or create a user account in Meta’s ecosystem.
The table below summarises Bob Group’s feedback about the three messaging channels currently available to South African businesses looking to engage customers.
| Channel | Cost per message | Rich media | Data required | Key advantage |
|---|---|---|---|---|
| RCS | Lowest of the rich channels | Yes | Yes | Native to messaging app, no separate account needed |
| ~R0.63 (marketing), ~R0.13 (utility) | Yes | Yes | Highest engagement, stricter spam controls | |
| SMS | Varies | No | No | Guaranteed delivery on any device |
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