Google is ramping up its efforts to get Apple to assist the Wealthy Communication Companies (RCS) customary on iMessage after earlier affords to work collectively on integration fell on deaf ears.

With assist from the cellular business physique GSMA, gadget producers, and cellular operators, Google has been spearheading RCS as a successor to SMS and a competitor to over-the-top messaging platforms like WhatsApp.

RCS works natively in vendor messaging functions, together with Android Messages however Apple has not but bought on board. It launched iMessage in 2011 with iOS eight however the software has not unfold past Apple gadgets just like the iPhone iPad and Mac.  

Apple RCS

This implies iMessage customers wanting to speak with non-iOS customers must ship SMS texts that lack the power to incorporate wealthy media comparable to photos, movies, and gifs.

Google’s new ‘Get the message’ marketing campaign highlights the issues that many customers have with a scarcity of interoperability. This contains damaged group chats, a scarcity of multimedia assist, and the lack to speak if there isn’t a Wi-Fi connection.

“It’s not in regards to the color of the bubbles,” reads the marketing campaign web site. (opens in new tab) It’s the blurry movies, damaged group chats, lacking learn receipts and typing indicators, no texting over Wi-Fi, and extra. These issues exist as a result of Apple refuses to undertake trendy texting requirements when folks with iPhones and Android telephones textual content one another.

“Apple turns texts between iPhones and Android telephones into SMS and MMS, out-of-date applied sciences from the 90s and 00s. However Apple can undertake RCS—the trendy business customary—for these threads as a substitute. Fixing the issue with out altering your iPhone to iPhone conversations and making messaging higher for everybody.”

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