Introduction

This is to inform you that Google has decided to discontinue support for shortened or redirected URLs in media file fields within RCS messages. This update is part of Google’s efforts to enhance link transparency and media reliability in RCS. This change wills place/effective by July, 15, 2025.

However, there’s an important change happening that businesses and marketers need to know.
Redirection URLs will no longer be supported in RCS messages.

This blog will explain what this change means, why it’s happening, how it affects you, and what steps you can take to stay compliant.

What Are Redirection URLs in RCS Messages?

A redirection URL is a shortened or masked link that redirects users to another page or website. These are commonly used for:
– Tracking user clicks and behavior
– Shortening long URLs for clean presentation
– Redirecting users to landing pages or product pages

Example-
Original URL: https://www.myshop.com/summer-sale/products?id=12345

Redirection URL: https://short.ly/abc123 (Now it will not work)

Why Are Redirection URLs Being Discontinued?

The main reasons are as below.
1. Security and Fraud Prevention – Masked URLs can be misused for phishing or malware.
2. Improved User Trust – Direct, branded URLs build user confidence.
3. Compliance – Regulations now discourage non-transparent links.
4. Better User Experience – Direct links enhance the RCS experience.

How will this change impact on Businesses?

1. You must now use direct URLs in messages in-stead of short URL.
   2. Click-tracking via redirection will not work; switch to UTM parameters/Links.
   3. Existing templates with redirect URLs must be re-approved (If short URL is there).

What Are the Alternatives to Redirection URLs?

– Use direct, full URL, branded URLs (e.g., www.arihantglobal.in )
– Use deep links for apps
– Add UTM parameters for tracking URLs
– Leverage native RCS buttons and carousels for CTAs (Call to Actions)

What Should You Do Now?

– Audit your existing RCS templates in respective portals.
– Replace redirection URLs with direct/complete ones.
– Add UTM tracking if required.
– Resubmit templates for approval via your provider if required.
– Test all templates before send/use.

How to Update Your Existing RCS Templates

1. Identify templates using redirection URLs (bit.ly, tinyurl, etc.)
   2. Replace these links with full/complete, branded URLs
   Example:
   Before: https://bit.ly/sale-now
   After: https://www.arihantglobal.in
   3. Add UTM parameters if you need to tracking (Google Analytics compatible)
   4. Submit updated templates for approval via your provider (Arihant Global)
   5. Send test messages to check functionality and branding properly
   6. Avoid common mistakes:
   – No redirect URLs in buttons
   – No unsafe or unverified domains

How to Update Your Existing RCS Templates after Redirection URL Discontinuation?

If you’ve already been using RCS messaging for your campaigns, there’s a good chance some of your templates include redirection URLs. To avoid rejection or message delivery failures, it’s important to update your templates immediately.

Here’s a step-by-step guide on how to change your existing RCS templates to meet the new guidelines/rules:

 1. Identify/Check Templates Using Redirection URLs

• Review all active and drafted RCS templates.
• Look for any links using URL shorteners (e.g., ly, tinyurl.com, short.io or others) or custom redirect domains.
• Note down the use cases and which messages are impacted.

2. Replace Redirection URLs with Full, Branded URLs

• Replace any short/redirect URLs with your actual landing page or website URLs.
• Always prefer domain names that reflect your brand identity (e.g., brandname.com/sale).
• Avoid any kind of tracking URLs that hide the destination link.

3. Update UTM Tracking (Optional)

• If you want to track performance, attach UTM parameters to the direct URLs instead of using redirection for analytics.

This works well with Google Analytics and other tools, without needing a redirect.

4. Submit the Updated Template for Approval-

• Once you’ve updated the URLs in your template, submit it again through your messaging platform (or CPaaS provider like Arihant Global).
• Ensure all other content and formatting is compliant with RCS regulations.

Most platforms will re-validate the template and either approve it or ask for further changes.

5. Test before Sending-

• Always send a test message to yourself or your team before launching the updated template live to check the status.
• Check:
  • The link works properly.
  • The branding looks professional.
  • The user lands on the correct page with no errors or redirects.

6. Avoid Common Mistakes

• Do not include redirect links in buttons, carousels, or CTAs.
• Do not hide links behind tracking services unless fully branded and transparent.
• Do not link to unsafe, blacklisted, or unverified domains.

Pro Tip:

If you are working with a messaging partner like Arihant Global, request their support team to help you:

• Review your templates.
• Suggest compliant alternatives.
• Resubmit and monitor approval.

Summary Table:

Final Thoughts:-

Discontinuing redirection URLs in RCS is a step forward for security, transparency, and user experience. It’s important to revise your templates and update your messaging strategy.

If you need help, Arihant Global Services is here to support you in adapting your RCS campaigns smoothly and efficiently.

Sources: Google News, Vendor notification. Online and human-made by AGSIPL.