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RCS transactional playbook: Emergency Alerts for Insurance in UK — 2026

CRM Messaging · 6 min read · October 8, 2026

RCS transactional playbook: Emergency Alerts for Insurance in UK — 2026

Introduction

Insurance companies in the UK face significant challenges in effectively communicating with customers during emergency situations. Traditional methods, such as voice calls and emails, often fall short in terms of timeliness and engagement. Rich Communication Services (RCS) offers a more interactive and immersive experience for customers, making it an ideal channel for transactional Emergency Alerts. The primary goal of this playbook is to help CX/Support leaders in the insurance industry build a transactional RCS program that improves customer communication.

Why RCS fits transactional Emergency Alerts

RCS provides a range of benefits that make it an ideal channel for transactional Emergency Alerts. It offers a more engaging experience for customers, with features such as rich media, suggested actions, and carousels. RCS also provides better deliverability and read rates compared to traditional SMS and MMS. This is particularly important for emergency alerts, where timely communication is critical. Additionally, RCS provides a more cost-effective solution for insurance companies, with lower costs per conversation compared to voice calls and other channels.

What real teams did

Several companies have successfully implemented RCS-based Emergency Alerts programs, achieving significant benefits in terms of customer engagement and cost savings. Here are a few examples:

Aviva

Objective: Aviva, a leading insurance company in the UK, wanted to improve its communication with customers during emergency situations. Channel: Aviva used RCS as the primary channel for its Emergency Alerts program. What they did: Aviva worked with its customers to obtain consent for RCS messaging, ensuring that all messages were transactional and compliant with relevant regulations. Results: Aviva reported an increase in customer engagement and cost savings. Learnings:

  • Obtain explicit consent from customers for RCS messaging to ensure compliance and maximize engagement.
  • Use personalization to make messages more engaging and intuitive.

Direct Line

Objective: Direct Line, a UK-based insurance company, wanted to improve its customer communication during emergency situations. Channel: Direct Line used RCS as the primary channel for its Emergency Alerts program. What they did: Direct Line worked with its customers to obtain consent for RCS messaging, using a combination of channels to promote its RCS program. Results: Direct Line reported an increase in customer satisfaction and cost savings. Learnings:

  • Use a multi-channel approach to promote RCS messaging and obtain consent from customers.
  • Leverage suggested actions and carousels to make messages more engaging and interactive.

AXA

Objective: AXA, a global insurance company with operations in the UK, wanted to improve its customer communication during emergency situations. Channel: AXA used RCS as the primary channel for its Emergency Alerts program. What they did: AXA worked with its customers to obtain consent for RCS messaging, using a combination of channels to promote its RCS program. Results: AXA reported an increase in customer engagement and cost savings. Learnings:

  • Use rich media and personalization to make messages more engaging and intuitive.
  • Use a multi-channel approach to promote RCS messaging and obtain consent from customers.

How the program works end-to-end

The RCS-based Emergency Alerts program works by obtaining explicit consent from customers, creating personalized messages, and delivering them via RCS. Here's an overview of the workflow:

  1. Customer consent: Obtain explicit consent from customers for RCS messaging, ensuring compliance with relevant regulations.
  2. Message creation: Create personalized messages using rich media and suggested actions.
  3. Message delivery: Deliver messages via RCS, with SMS or MMS as a fallback option.
  4. Response handling: Handle customer responses, streamlining workflows and ensuring timely follow-up.

Compliance notes for UK

In the UK, insurance companies must comply with relevant regulations, such as the Privacy and Electronic Communications Regulations (PECR) and the General Data Protection Regulation (GDPR). When implementing an RCS-based Emergency Alerts program, insurance companies must ensure that all messages are transactional and compliant with relevant regulations.

Cost considerations

The cost of implementing an RCS-based Emergency Alerts program can vary depending on the specific requirements and workflows. Insurance companies can expect to achieve cost savings compared to traditional voice calls and other channels.

Pros and cons

Here's a summary of the pros and cons of implementing an RCS-based Emergency Alerts program:

  • Improved customer engagement
  • Cost savings compared to traditional voice calls
  • Timely delivery and personalized messages
  • Better deliverability and read rates
  • Requires explicit consent from customers
  • May require additional infrastructure and workflows
  • May be affected by network and device limitations

Field-tested best practices

Here are some field-tested best practices for implementing an RCS-based Emergency Alerts program:

  • Obtain explicit consent from customers for RCS messaging to ensure compliance and maximize engagement.
  • Use personalization and rich media to make messages more engaging and intuitive.
  • Use a multi-channel approach to promote RCS messaging and obtain consent from customers.
  • Monitor and analyze customer responses to improve message effectiveness and workflows.

How CRM Messaging helps this CX / Support use case

CRM Messaging provides a seamless integration, enabling insurance companies to leverage triggers and contact fields to ensure timely delivery and personalized messages.

FAQ

What is the primary benefit of using RCS for Emergency Alerts?

The primary benefit of using RCS for Emergency Alerts is improved customer engagement.

Obtain explicit consent from customers for RCS messaging by promoting your RCS program through a combination of channels.

What is the difference between RCS and SMS?

RCS provides a more interactive and immersive experience for customers, with features such as rich media and suggested actions.

Can I use RCS for non-transactional messages?

No, RCS is primarily used for transactional messages, such as Emergency Alerts and policy updates.

How do I ensure compliance with relevant regulations, such as PECR and GDPR?

Ensure compliance with relevant regulations by obtaining explicit consent from customers and using registered sender IDs.

What is the cost of implementing an RCS-based Emergency Alerts program?

The cost of implementing an RCS-based Emergency Alerts program can vary depending on the specific requirements and workflows.

Conclusion

In conclusion, RCS-based Emergency Alerts programs offer a range of benefits for insurance companies in the UK, including improved customer engagement and cost savings. By following the best practices outlined in this playbook, companies can ensure compliance with relevant regulations and maximize the effectiveness of their RCS programs.

UK programmes should account for GDPR and PECR around marketing messages. For compliance and setup guidance tailored to your use case, reach out to a CRM Messaging expert.

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