• Google said last month that RCS texting in the Android Messages app had surpassed 500 million monthly active users.
• Google confirmed in a statement that “some firms are exploiting our anti-spam measures to send promotional messages to users in India.”
• As a result of that, Google said it is disabling the feature as it “works with the industry to improve the experience for users.”

Following accusations of rampant spam by some corporations, Google has barred businesses from using RCS for promotion in India, the company’s largest user market, in a setback for the standard that the company is expecting to help become the future of SMS messaging.

RCS, or Rich Communication Services, is a collaborative effort by a number of industry companies to modernise classic SMS with features such as richer texts and end-to-end encryption.

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In recent years, Google, Samsung, and a number of other companies, including telecom providers, have rolled out RCS capability to hundreds of millions of users globally. Google said last month that RCS texting in the Android Messages app had surpassed 500 million monthly active users.

Last month, at its developer conference, the corporation also pushed “any smartphone operating system” (a sly dig at Apple) to implement RCS, which is likewise geared at enabling businesses reach customers in a more participatory way.

The issue is that a number of organisations in India, including big banks and other lending institutions, have been abusing the function by sending unsolicited promotional materials to any individual’s phone number they can discover in the country.

Last month, some users began complaining about it on Twitter, and it appears that their comments have reached Google.

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Google confirmed in a statement that “some firms are exploiting our anti-spam measures to send promotional messages to users in India.” As a result of that, Google said it is disabling the feature as it “works with the industry to improve the experience for users.”

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