Google is launching a new “Get The Message” campaign and website today to pressure Apple to change its mind about RCS. The tech giant is increasingly calling for Apple not to adopt RCS, a communication protocol that would improve the messaging experience between Android and iOS users.
“It’s time for Apple to fix texting,” the website reads. “It’s not about the color of the bubbles. These are blurry videos, interrupted group chats, missing read receipts and typing indicators, no texting over Wi-Fi, and more. These issues exist because Apple refuses to adopt modern texting standards when iPhone and Android phone users text each other.
Google says the campaign aims to address not only the “green/blue bubbles” problem, but also other common challenges in cross-platform messaging, including end-to-end encryption and more. All of the problems stem from iPhone’s continued use of SMS and MMS for non-iMessage conversations, which Google calls “obsolete technology from the 90s and 00s.”
The tech giant is pushing Apple to address these issues by supporting RCS, which offers many of iMessage’s features in a protocol that can be used on both iOS and Android.
“Messaging should bring people together, not separate them,” Google said in a statement. “The Android team’s goal is to make texting a more secure, modern, and enjoyable experience for everyone, no matter what phone they’re using. Because no matter what phone they have, everything should work .
For Apple, on the other hand, iMessage is one of its biggest sources of ecosystem lockdown, so it has little to gain from adopting RCS. Additionally, court documents uncovered last year showed that Apple didn’t want to make iMessage for Android because it would hurt the company more than help it. Given all of this, it seems unlikely that Google’s new campaign will be the driving force behind Apple’s adoption of RCS.
Google’s focus on RCS follows years of failed attempts to build its own messaging product, after several of its chat apps, including Hangouts, Allo and many others, were discontinued.