Google has halted companies from utilizing RCS for promotion in India, the corporate’s greatest market by customers, following stories of rampant spam by some corporations in a setback for the usual that the corporate is hoping to assist turn into the way forward for SMS messaging.
Wealthy Communication Companies, or RCS, is the collective effort of a variety of business gamers to supercharge the standard SMS with trendy options reminiscent of richer texts and end-to-end encryption.
Google, Samsung and a variety 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 cellular working system” (in a refined jab at Apple) to help RCS, which can also 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 telephone quantity they will discover within the nation.
A number of customers started complaining about it on Twitter final month and it appears to be like 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.” Because of that, Google mentioned it’s disabling the characteristic because it “works with the business to enhance the expertise for customers.”