RCS stands for Rich Communication Services, according to TechCrunch, and it is the product of a partnership between a number of industry participants to improve classic SMS with contemporary features such as richer messages and end-to-end encryption. Google has barred companies from using RCS for marketing in India, the company’s largest market by users, in a setback for the standard that the company is expecting to help become the future of SMS messaging, following accusations of excessive spam by certain corporations. RCS stands for Rich Communication Services, according to TechCrunch, and it is the product of a partnership between a number of industry companies to improve classic SMS with new features such as richer.
RCS support has been scaled out to hundreds of millions of people throughout the world in recent years by Google, Samsung, and a number of other firms, including telecom providers. Last month, Google revealed that monthly active users of RCS texting in the Android Messages app had topped 500 million. RCS is also geared at enabling companies to reach out to consumers in a more participatory way, and the firm asked: “any mobile operating system” (a sly jab at Apple) to support it during its developer conference. However, as revealed by TechCrunch, a lot of Indian companies, including big banks and other lending institutions, have been abusing the functionality to send unsolicited promotional materials to every phone number they can discover across the nation.
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A lot of individuals have already expressed their discontent on Twitter, and it appears that their complaints have reached Google. In a statement, Google warned that “some organizations are misusing our anti-spam standards to send promotional messages to consumers in India.” As a result, Google has turned off the feature while it “works with industry partners to improve user experience.”
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