CLX Communications AB announced the launch of the first global Rich Communications Service (RCS) messaging API with SMS fall-back. SMS fall-back guarantees the delivery of messages either as a rich message for Android handsets that have RCS enabled or as a standard SMS message if an RCS client is not present on the device. The RCS Universal Profile 2.0 standard allows rich content features such as images, videos and intuitive reply buttons that can link to further menus and functions. It's designed to promote two-way interaction between the enterprise and the customer, enabling enhanced customer-service functions including chatbot interactivity. RCS messaging also includes read and received receipts so that marketers can perform A/B testing, gauge the success of messaging campaigns and make changes on the fly to improve customer engagement.