Quick answer. An RBM (RCS Business Messaging) agent is a brand’s verified sender identity in the RCS ecosystem — the entity through which a business sends and receives RCS messages. It carries the brand’s name, logo, color, and verification badge, and it’s assigned a use case (such as OTP, transactional, promotional, or multi-use) that governs what it’s allowed to send. Every business RCS message originates from an RBM agent, which is what makes business messaging branded and trustworthy rather than anonymous.
Setting up an agent involves registering the brand, configuring the agent’s identity and use case, and getting it verified/launched through Google and the carriers — a process a provider like SimplyRCS manages for you. Once live, the agent is addressed by an agent ID in API calls.
Key facts
- An RBM agent = the verified brand sender; carries name, logo, and verification.
- Each agent has a use case: OTP, Transactional, Promotional, or Multi-use (which combines transactional + promotional but not OTP).
- All business RCS messages are sent from an RBM agent, addressed by agent ID.