Fresha sees higher engagement after switching to RCS messaging

Fresha has reported substantial improvements in customer engagement and business outcomes following its adoption of Rich Communication Services (RCS) messaging, powered by Twilio and Google.

The company, which manages over 700,000 appointments daily through a global network of 130,000 beauty and wellness partners across 120 countries, upgraded its communications from standard SMS to RCS in an effort to improve how it connects with customers.

This change has yielded measurable benefits, including a 41.3% read rate for appointment notifications and a 7.1% increase in customer reviews. Fresha's move bolsters its aim to facilitate more meaningful interaction between salons and their clients by relying on secure, branded messaging channels.

Enhanced engagement

Jeremy Miller, Head of Product at Fresha, highlighted the company's commitment to supporting its partners: "We're here to make life easier for salon owners, putting their needs front and center in everything we design."

"When messages come from a verified, recognisable Fresha brand, people engage more because they know it's genuine. That trust leads to stronger relationships and better outcomes."

RCS messaging differs from traditional SMS by allowing businesses to communicate through verified sender identities, include media such as images and interactive options, and deliver a more engaging customer experience. Fresha has replaced basic text notifications with dynamic, branded messages regarding appointment confirmations, reminders, and post-service thank-yous.

The integration was achieved using Twilio's API, allowing Fresha to deploy RCS without requiring code changes. The switch resulted in several distinct advantages. Appointment messages achieved a 41.3% read rate and there was a 6% increase in customers confirming appointments.

Additionally, interactive post-appointment prompts contributed to a 7.1% rise in customer reviews and a 5.3% increase in tipping, directly benefitting Fresha's partner businesses. RCS messages also reached a 99.2% delivery rate, ensuring communications are reliably sent and received.

Stephen Brough, Global GTM Head - RCS for Business at Google, commented on the increased security and engagement provided by RCS:

RCS stands out because it's trustworthy. When customers clearly see who is messaging them, they engage more - they're more likely to respond, confirm appointments or share a review. Trust makes all the difference.

Omnichannel experience

Fresha has been working with Twilio since 2016, gradually incorporating additional channels beyond SMS, such as WhatsApp, email, voice, chat, and now RCS. Centralising these channels was made possible with Twilio Flex, in partnership with Zing. This has enabled Fresha to introduce new communications features rapidly and adapt to local preferences, while remaining compliant across markets.

Miller emphasised the benefits Twilio has brought to Fresha's global expansion strategy: "Twilio lets us launch in new countries with complete confidence that our messages will be delivered, protecting the customer experience no matter where we go."

Peter Bell, EMEA Vice President of Marketing at Twilio, pointed to the wider industry context regarding consumer trust in digital communications.

He said: "In today's digital age building customer trust has never been more important and yet we're all increasingly mistrusting of communication channels. In fact, according to Twilio's SOCER report 61% of consumers don't believe brands use their data in their best interest."

"By adopting RCS, they've transformed messaging into a secure, branded space their customers recognise and trust. With Twilio's technology, Fresha is building stronger relationships from the first booking to the final thank you and beyond."

Fresha continues to focus on delivering reliable and secure communications, aiming to improve the experiences of both its partners and end customers in the beauty and wellness sector.