Google launches Get The Message, a campaign to pressure Apple to support RCS over SMS/MMS, highlighting low-resolution photos and videos, no e2ee, and more
The campaign turns a standards and interoperability dispute into a consumer-quality argument centered on the iPhone-to-Android messaging experience. That matters because Google is no longer merely extending RCS on Android; it is making Apple’s nonparticipation the public point of comparison.
First-order effects
Google gains a coordinated vehicle to pressure Apple by attaching SMS/MMS limitations—media quality and encryption—to messages exchanged between iPhone and Android users.
Apple becomes the named holdout in Google’s RCS adoption narrative, while Android Messages’ existing RCS users are positioned as evidence that the service is already established.
Second-order effects
Google’s earlier RCS business-messaging work gives businesses and carriers another reason to favor broader interoperability, since rich-message capabilities are less useful when conversations fall back to SMS/MMS across platforms.
The campaign raises the competitive cost of messaging differences for Apple: Google can continue to frame cross-platform friction as an iPhone choice rather than an Android-network limitation.
Third-order effects
If public campaigns become a recurring tool in standards disputes, mobile-platform interoperability will be contested through consumer-facing quality and security claims alongside carrier and OEM support.
RCS is evolving from an Android messaging rollout into a cross-platform access question, with platform control over default messaging behavior becoming the central fault line.
The trend: Messaging standards are becoming a platform-competition issue as Google uses its Android RCS scale to seek interoperability from Apple.
SMS/MMS are bad for texting on any platform, so Google worked with carriers to fix it. Yes, it's been messy - it's a hard problem. But sunsetting SMS/MMS and replacing it with something better is what's right for users. Do what's right for your users, Apple. #GetTheMessage
Raise your hand if you've ever had a green bubble vs. blue bubble debate in the group chat. Texting with friends shouldn't be complicated. That's why it's time for Apple to #GetTheMessage. Learn more ↓ https://www.android.com/...
Google is doing another PR push asking Apple to implement RCS (mainly aimed at regulators, I suspect), the 15-year-old attempt to build an operator-controlled IP-based ‘SMS 2’...
Google's problem is that ~80% of US teenagers use iPhones, and hence iMessage, locking out Androids. Outside the USA it's a non-issue, since WhatsApp won. Why isn't Google lobbying Meta to add RCS to WhatsApp?
After Apple, the entity next-most responsible for iMessage's US dominance is GOOGLE. It's super embarrassing to keep begging for mercy like this after making 500 messaging apps. Have some self-awareness of the situation you created. https://www.android.com/...
Google full-on shaming Apple here with goal to get them to embrace RCS. Doubt it will work but it's a nice try. https://www.android.com/... https://twitter.com/...
RCS is the messaging standard that is already replacing SMS and MMS for well over 500 million users around the world. Apple could provide its users a better experience when they text and set iPhones up for the future. https://www.android.com/...
At @Qualcomm, we believe interoperability is a basic requirement of the telecom industry, creating better experiences for you — and better overall communications. Everyone should have great messaging, regardless of the device they use. #GetTheMessage https://www.android.com/...
Having trouble reading that text? It's not because of your Android friend—it's because Apple needs to fix it. iPhones make texts with Android phones difficult to read, by using white text on a bright green background. Help @Apple #GetTheMessage https://android.com/...
Texting should unite us, not split us apart. Time for everyone to #GetTheMessage. 🤝 Learn more about RCS and better texting for everyone at https://smsng.co/... https://twitter.com/...