Fresha Strengthens Customer Connections with RCS Messaging via Twilio and Google
Twilio, a leading customer engagement platform, has announced that Fresha, a global booking platform for the beauty and wellness industry, is deepening customer trust and driving measurable business growth by adopting Rich Communication Services (RCS) messaging. Powered by Twilio and Google, the upgrade from traditional SMS to RCS has already produced impressive results across Fresha’s customer journey.
RCS: A Modern Messaging Upgrade with Impact
Fresha, which handles over 700,000 appointments daily for 130,000 partners across 120 countries, has embraced RCS as part of its digital strategy to create more meaningful, branded, and secure interactions with clients. Unlike basic SMS messages, RCS enables verified senders, rich multimedia content, and interactive elements like buttons and carousels. This makes communication more engaging and trustworthy.
With this shift, Fresha has been able to transform routine appointment notifications into branded conversations that feel more personal and reliable. The impact was immediate: RCS-powered appointment messages achieved a 41.3% read rate, significantly outperforming traditional SMS.
Jeremy Miller, Head of Product at Fresha, explains:
“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.”
Verified Messaging Leads to Business Growth
By leveraging RCS through Twilio and Google, Fresha was able to unlock a range of business benefits across the customer journey:
- 41.3% read rate on appointment-related messages, improving visibility and engagement.
- 6% increase in appointment confirmations, reducing no-shows.
- 7.1% rise in customer reviews, thanks to interactive post-visit prompts.
- 5.3% growth in tipping behavior, directly boosting revenue for salon partners.
- 99.2% delivery rate, ensuring mission-critical messages reached customers reliably.
These improvements showcase how RCS not only enhances communication but also delivers real-world commercial impact for Fresha and its partners.
Stephen Brough, Global GTM Head – RCS for Business at Google, adds:
“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.”
Seamless Integration Through Twilio’s Platform
Fresha has been a Twilio customer since 2016, originally using SMS before expanding into other messaging and engagement channels like WhatsApp, voice, email, and chat. With RCS now added to the mix, Fresha is building a truly omnichannel communication strategy.
The adoption of Twilio Flex, Twilio’s programmable contact center, allowed Fresha to centralize its communication channels, improving operational efficiency and ensuring consistent customer experiences across platforms. This implementation was supported by Twilio’s strategic partner, Zing.
“Twilio lets us launch in new countries with complete confidence that our messages will be delivered,” said Jeremy Miller. “This protects the customer experience no matter where we go.”
By using Twilio’s flexible APIs and robust infrastructure, Fresha can quickly develop and launch new communication features tailored to local market preferences—all while staying compliant and reliable at a global scale.
Trust and Transparency as a Competitive Advantage
In today’s digital-first world, customer trust is more critical than ever—but also increasingly difficult to maintain. Twilio’s State of Customer Engagement Report (SOCER) reveals that 61% of consumers don’t believe brands use their personal data in their best interest. This trust gap presents a major challenge for businesses seeking meaningful, lasting relationships with customers.
Peter Bell, EMEA Vice President of Marketing at Twilio, commented:
“In today’s digital age, building customer trust has never been more important. By adopting RCS, Fresha has transformed messaging into a secure, branded space that their customers recognise and trust. With Twilio’s technology, they’re building stronger relationships from the first booking to the final thank-you and beyond.”
Future-Proofing Communication in Beauty & Wellness
As customer expectations evolve, Fresha’s move to RCS represents a forward-looking approach to communication. With a global footprint and a focus on digital innovation, Fresha is proving how smart messaging strategies—powered by trusted platforms like Twilio and Google—can drive both customer loyalty and business growth.
By using RCS to make every message more interactive, more secure, and more personalized, Fresha is setting a new standard for how beauty and wellness brands communicate with clients in a mobile-first world.
About Twilio
Today’s leading companies trust Twilio’s Customer Engagement Platform (CEP) to build direct, personalised relationships with their customers everywhere in the world. Twilio enables companies to use communications and data to add intelligence and security to every step of the customer journey, from sales to marketing to growth, customer service and many more engagement use cases in a flexible, programmatic way. Across 180 countries, millions of developers and hundreds of thousands of businesses use Twilio to create magical experiences for their customers. For more information about Twilio (NYSE: TWLO), visit: www.twilio.com.
About Fresha
Fresha, one of the largest dedicated booking platforms for beauty and wellness, is trusted by over 130,000 businesses in 120 countries. To date, clients have booked over 1 billion appointments through the platform, which now sends more than 1.5 million messages every single day. With a mission to make self-care universally accessible, Fresha’s growth is powered by delivering seamless, personalized experiences – before, during, and after every appointment. Achieving that at global scale is no simple feat, but it’s central to Fresha’s vision.
