Businesses globally use online communication tools to engage with customers. Studies on the application of commercial messaging in business have focused on multiple channels over the years including SMS, emails, mobile applications, and others. Furthermore, the topics of Customer Relationships Management (CRM) and Customer Engagement (CE) have been excessively studied by researchers to establish how various digital communication tools create value for businesses. However, scholars have largely ignored the Rich Communication Services (RCS) technology, which has been around for over a decade. There is a noticeable knowledge gap with no proper exploration of what specific characteristics make this particular tool an attractive commercial messaging channel for enterprises.Using qualitative methodology, the study aims to cover the identified knowledge gap by establishing how various qualities of commercial messaging channels assist enterprises in achieving their CRM goals and creating long-term customer loyalty. Furthermore, the thesis intends to evaluate how RCS corresponds to identified characteristics and subsequently how it may perform associated tasks and help implement CRM strategies. The paper focuses on the perspective of RCS service providers. To gather reliable empirical data several senior-level managers working in the telecommunications industry have been interviewed using semi-structured questionnaires. Approached companies are based within the EU and the UK.Empirical findings indicate that compared to some established commercial messaging channels RCS employs a combination of unique and innovative functions. It is discovered that many of its functions and features are superior to those of its competitors. However, in some cases, other channels appear more convenient due to their niche specialization. Nevertheless, it is concluded that with the necessary interest in the technology and further development efforts, it can overcome certain identified challenges and create significant competition in the market.