If One Picture is Worth a Thousand Words, How Much is it Worth to Spammers?

How Media Content Empowers Brands – and Spammers – in RBM Channels

Picture this: You’re a CPaaS provider, and one of your customer accounts starts sending RCS Business Messages (RBM) with a well-known bank’s logo and brand colors. The message has an official-sounding sentence about “urgent account verification” and a call to click on a link to set things right. The logo and branding are the first things the recipients see, which makes them believe that this is genuine communication from the bank – except it’s not. The account has been hijacked by spammers, who are now sending phishing messages impersonating the bank and tricking recipients into clicking a malicious link that takes them to a phishing site.

Since Apple joined Google and the Android community in embracing Rich Communication Services (RCS), its sibling RBM has been hailed as the next big thing for A2P messaging. RBM has given brands a fresh, exciting way to connect with their audiences, offering interactive, visually engaging content that goes far beyond the limitations of traditional SMS. But besides brands, spammers are also finding ways to exploit the rich media capabilities and interactive communication style, turning what was meant to be a step forward into a potential minefield for CPaaS providers, who must now act to protect their RBM channels. The starting example of using rich media to create convincing impersonations of well-known organizations is only one of many ways spammers leverage rich media in messaging to up their game.

The Allure of Rich Media in Messaging

I think we can all agree that images, videos, and other media elements make messages more compelling than plain text. There is something very direct about rich media that affects how we interpret messages and engage with the content. When brands send us A2P messages, they want us to engage with the content and often seek an action from us in return. For delivery notifications, the action is to receive the delivery. For marketing messages, the action is typically to visit an online or physical store. Media included in A2P messages helps us quickly understand their purpose and the expected actions.

For example, let’s say you are a member of a loyalty program of a specific brand you often buy from, and you get a message from them promoting a sale. The brand’s logo is included in the message, so you instantly recognize where the message comes from. Because there is also an image of discounted items, you understand it’s a promotional offering, and you tap the image, which takes you to the online store. The images help you decipher the message and quickly get to the action – clicking the link to start shopping.

Engaging Media, Risky Attraction

Media has an engaging power that text does not possess. In an often-cited 1986 study, researchers from the University of Minnesota found that visual aids had a far more significant impact on the choices and actions of those they were presented to than plain text. This has to do with human nature, meaning the conclusions still hold almost 40 years later, although the channels are different today. Just ask any B2C marketer who knows their content needs to be eye-catching to be effective. They will tell you how visually appealing ads generate sky-high engagement rates compared to text-heavy and plain ads.

One of the reasons why images make such a profound difference in communication is their ability to grab our attention and evoke emotions or tell a story in the blink of an eye.  Numerous studies have measured how long it takes us to decipher an image. For example, neuroscientists at MIT found in an experiment that a human brain took as little as 13 milliseconds to identify an image. If we compare this to a text message, which takes an average reader about 3 to 8 seconds to read (given the average reading speed is 100-200 milliseconds per word, and a 160-character long SMS is about 30-40 words), the impact of rich media becomes apparent. Media formats such as images can make us take action immediately without dwelling on doubts or second thoughts.

But here’s the catch: this same power that makes RBM so appealing for brands also makes it incredibly dangerous when misused. Spammers are seizing this opportunity to create messages that look more legitimate and enticing than ever before.

The Role of AI in Amplifying – and Fighting – Spam

If rich media is the tool, artificial intelligence is the turbocharger. AI has made it easier than ever for spammers to create convincing messages at scale. AI agents can personalize messages based on user data scraped from the internet to make them eerily relevant and persuasive. When combined with rich media elements like branded visuals or interactive buttons, these messages become both credible and engaging, a very dangerous combination in scams.

So what can be done? First and foremost, spam prevention technology must evolve alongside, or better yet, before, these threats. Spam filters must become smarter—using AI defensively to detect suspicious content before it reaches users. Blocking spam where it enters the delivery chain and is still visible is a must. Blocking enough spam can deter and force spammers away from the protected channels.

A second key to tackling AI-based scams is education. Consumers need to be aware of how sophisticated spam has become so they can recognize red flags when they see them. It is during the technology shift, when many users are not yet used to rich media and interactivity in messaging, that their guards are at their lowest.

For CPaaS providers, the solution lies in vigilance and accountability. Every message, even when sent by known customers, should be carefully inspected for compliance with regulations and ethical guidelines. This requires a combination of AI tools for automation and human insights for threat intelligence and model training.

Rich Media Messaging Will Be Transformative – But How We Secure It Will Determine Whether That’s for Better or for Worse

Rich media and AI have undoubtedly transformed messaging. On one hand, they offer incredible opportunities for brands to connect with their audiences in meaningful ways. On the other hand, they provide a growing arsenal of tools for scammers looking to exploit unsuspecting users. A picture is worth a thousand words. The question is: who sent it?

The challenge for CPaaS providers moving forward will be staying one step ahead of those who seek to misuse these technologies. Using AI-powered technologies such as restricted image detection and message categorization to protect rich media messaging channels is non-negotiable if we want this new era of messaging innovation to truly live up to its potential.

Find Out More About Messaging Threats and RBM Security

Our handbook on RBM security for CPaaS providers provides a deep dive into the aspects of securing rich media messages. Get it here: Securing Messaging in the Age of Rich Media and Artificial Intelligence. Check out what Enea can do to protect messaging channels here, or get in touch to discuss with Enea’s security experts.