Fresha Upgrades from SMS to RCS with Twilio, Sees Major Gains in Customer Engagement and Revenue

Fresha, the global booking platform for salons and wellness professionals, is proving that messaging innovation can drive real business results. By upgrading from traditional SMS to Rich Communication Services (RCS)—powered by Twilio and Google—Fresha has significantly boosted engagement, deepened customer trust, and increased partner revenue.

Handling over 700,000 daily appointments for 130,000 partners in 120 countries, Fresha needed more than just a messaging tool—it needed a verified, interactive, and high-performing communication channel that could scale globally without losing trust. The company found its answer in RCS.

“When messages come from a verified, recognisable Fresha brand, people engage more because they know it’s genuine,” said Jeremy Miller, Head of Product at Fresha. “That trust leads to stronger relationships and better outcomes.”

RCS vs. SMS: A Clear Performance Gap

RCS—often dubbed the next-gen SMS—offers verified sender IDs, rich media, and interactive buttons, giving brands more control over their messaging identity. For Fresha, RCS meant:

• 41.3% read rate on appointment-related messages

• 6% lift in appointment confirmations

• 7.1% jump in customer reviews

• 5.3% increase in tipping

• 99.2% message delivery rate

Those are not just better metrics—they’re measurable revenue drivers for Fresha’s salon and wellness partners.

“RCS stands out because it’s trustworthy,” said Stephen Brough, Global GTM Head – RCS for Business at Google. “Trust makes all the difference.”

No Code, No Friction: Deployment with Twilio’s API

Thanks to Twilio’s API, Fresha rolled out RCS messaging without any code changes. And because the company was already using Twilio’s infrastructure—including SMS, WhatsApp, voice, chat, and email—adding RCS was a natural extension of its omnichannel strategy.

With Twilio Flex, deployed through partner Zing, Fresha now manages all its customer communication channels in a single interface—tailoring engagement by geography, channel preference, and compliance requirements.

“Twilio lets us launch in new countries with complete confidence that our messages will be delivered,” added Miller. “We’re protected and trusted, wherever we go.”

Messaging That Builds Relationships, Not Just Reminders

In an era where 61% of consumers don’t believe brands use their data in their best interest (according to Twilio’s latest SOCER report), RCS gives businesses a way to stand out by showing up with transparency and intent. With this move, Fresha isn’t just chasing higher open rates—it’s turning everyday touchpoints into branded trust-builders.

“They’ve transformed messaging into a secure, branded space their customers recognise,” said Peter Bell, EMEA VP of Marketing at Twilio. “From the first booking to the final thank you and beyond.”

As more companies explore ways to differentiate in an AI-driven, privacy-conscious era, Fresha’s pivot to RCS messaging offers a compelling blueprint: Don’t just reach your customers—reassure them.

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