Google has disabled companies capability to make use of RCS for promotion in India, the corporate’s largest market by customers, following studies of rampant spam by some corporations in a setback for the usual that the corporate is hoping to be the longer term of SMS messaging.
Wealthy Communication Companies, or RCS, is the collective effort of quite a lot of trade gamers to supercharge the standard SMS with trendy options equivalent to richer texts and end-to-end encryption.
Google, Samsung and quite a lot of different corporations together with telecom operators have rolled out help for RCS to tons of of thousands and thousands of customers worldwide in recent times. Google mentioned final month that RCS messaging within the Messages app for Android had amassed over 500 million month-to-month lively customers.
At its developer convention final month, the corporate additionally urged that “each cell working system” (in a delicate jab at Apple) to help RCS, which can be aimed toward serving to companies attain customers in a extra interactive manner.
The issue, nonetheless, is that scores of companies in India together with high banks and different lending corporations have been abusing the characteristic to ship unsolicited promotional supplies to any particular person’s cellphone quantity they’ll discover within the nation.
A number of customers started complaining about it on Twitter final month and it seems like their messages have reached Google.
In an announcement, Google acknowledged “some companies are abusing our anti-spam insurance policies to ship promotional messages to customers in India.” In consequence of that, Google mentioned it’s disabling the characteristic because it “works with the trade to enhance the expertise for customers.”