Athira Sethu
Kochi, 17 March 2025
Apple is in talks with Google to bring Rich Communication Services (RCS) messaging to Indian consumers later this year, reported Economic Times. The move has the potential to introduce a shift in how businesses and consumers utilize mobile phones for communication in India.
RCS is an overhauled version of standard SMS. It allows users to send high-quality images, videos, and even read receipts, similar to how WhatsApp works. Currently, Apple’s blue bubbles messaging option is limited to iPhone users only. With this partnership, however, Android users in India may get improved messaging too.
Apple has already rolled out RCS in a few nations like the US, UK, China, and Germany. Apple collaborates with Google’s servers in these markets to integrate RCS messaging with cellular networks. In India too, Apple will most likely go the same way by collaborating with Google, which has already partnered with telecom companies like Vodafone Idea and Reliance Jio.
While Jio and Vodafone Idea are likely to embrace this move, Bharti Airtel has chosen to stay away from Google’s RCS network to date. Airtel is afraid that RCS would increase spam messages and has made a request with regulators against OTT (over-the-top) services like Google’s RCS and WhatsApp.
If Apple enables RCS in India, businesses will have a new channel of communication with customers. The majority of businesses currently employ SMS, WhatsApp, and email to communicate with customers. With Apple entering the RCS platform, banks, online shopping websites, and other businesses can start using this new messaging platform for official communications.
Experts opine that Apple’s foray into India’s RCS market will be advantageous for businesses and consumers. The messaging market in India is expanding rapidly, and estimates indicate that it is likely to grow to $3.06 billion by 2030. WhatsApp and RCS are likely to corner business messaging and replace SMS.
If this deal between Apple and Google goes through, Indian mobile consumers can look forward to a more sophisticated and seamless messaging experience.
