Infobip, the global cloud communications platform, has taken a significant step forward in its ongoing collaboration with the Higher Education Statistics Agency (HESA) by rolling out Rich Communication Services (RCS) to increase engagement with the UK’s largest annual social survey.

The initiative, part of a mobile-first strategy for HESA’s Graduate Outcomes survey, is already paying off: early results show RCS conversion rates are twice as high as traditional SMS.

That’s no small feat. With over 900,000 recent graduates surveyed each year, the Graduate Outcomes study plays a critical role in shaping UK higher education by collecting feedback on post-university life. But rising survey fatigue has made it harder to engage participants—particularly on mobile, where nearly 70% of responses occur.

“It’s early days, but the conversion rates on RCS compared to SMS look very encouraging,” said Dr. Gosia Turner, Head of Surveys at Jisc, the parent organization of HESA.

RCS: From Boring Texts to Branded Interactions

So what makes RCS different? Think of it as text messaging 2.0—messages can now include logos, branding, and rich links within a more modern design. For HESA, that means sending graduate participants visually verified, branded messages that feel both more trustworthy and less spammy.

Using Infobip’s platform, HESA now includes:

• The Graduate Outcomes logo

• Direct links to the survey portal

• An overall richer message experience that builds confidence and familiarity

In contrast to generic SMS—which often gets ignored or mistaken for spam—RCS offers a more interactive and credible communication channel, especially important for reaching younger, mobile-first audiences.

“By integrating RCS capabilities powered by Infobip, HESA has enhanced respondent experiences while helping boost completion rates,” said James Stokes, Infobip’s Head of Enterprise for the UK and Nordics.

A Partnership Built on Innovation

HESA has worked with Infobip since 2018, but this latest enhancement reflects a growing trend among public-sector organizations to modernize communication strategies. With email open rates declining and SMS engagement flattening, RCS is emerging as a compelling alternative.

The Graduate Outcomes survey is more than a data collection exercise—it informs how universities improve student experiences and better prepare graduates for life after study. Every additional response strengthens the accuracy and value of that mission.

“We need all graduates to complete the survey when invited,” added Dr. Turner. “This kind of technology is key to making that happen.”

What’s Next for Higher Ed Communication?

While RCS adoption is still climbing globally, this deployment marks a notable milestone: one of the largest-scale uses of RCS in UK higher education to date. And the early success suggests there’s room to expand similar tactics to other student-facing services—from admissions to alumni engagement.

For now, Infobip and HESA are focused on scaling what’s working. More channels may follow, but the key insight is clear: if you want people to engage, meet them where they are—and make it worth their attention.

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