Google is ramping up its efforts to get Apple to support the Rich Communication Services (RCS) standard on iMessage after previous offers to work together on integration fell on deaf ears. With support from the mobile industry body GSMA, device manufacturers, and mobile operators, Google has been spearheading RCS as a successor to SMS and a competitor to over-the-top messaging platforms like WhatsApp. RCS works natively in vendor messaging applications, including Android Messages but Apple has not yet got on board.
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