Bharti Airtel, the second-largest telecom provider in India, has officially teamed up with Google to introduce Rich Communication Services (RCS) messaging throughout its network in India. This significant step represents a clear change for Airtel, which until now had avoided partnerships with Google or Apple due to worries about spam. With the new agreement established and Google’s AI-supported spam filtering integrated into their platform, RCS messaging is poised to be widely accessible for millions of Airtel users.
Airtel and Google Reunite to Bring RCS Messaging
A report from The Economic Times states that they have officially partnered with Google to implement RCS on its network, utilizing Google’s platform. This partnership adopts an 80:20 revenue-sharing framework, and Airtel is said to impose a fee of ₹0.11 for each RCS message dispatched through the service.
They announced that they are collaborating with Google to implement strict anti-spam measures ahead of the complete rollout of RCS for all users.
“We are collaborating with Google on strict guidelines for RCS messages to guarantee they pass through our spam detection AI filter.” “An Airtel spokesperson stated, ‘We would be happy to join RCS with Google once this is implemented.'”
This indicates a careful yet strategic approach, intended to ensure user safety and prevent abuse of the platform by marketers or spammers, problems that have historically plagued conventional SMS channels.
Why Airtel Initially Refused RCS?
They previously refused to implement RCS support via Google or Apple, primarily because of:
- Worries about spam in encrypted RCS communications.
- Anxiety about losing control over message filtering and regulation.
- The lack of specific regulations for OTT applications.
The operator requested that TRAI oversee OTT communication services in accordance with anti-spam regulations. Nonetheless, with Google consenting to incorporate Airtel’s smart AI spam filter, the telecom leader has now reassessed its position.
All Major Indian Telcos Now Support RCS
With their joining, all three major telecom operators in India are now back on RCS messaging:
- Airtel
- Reliance Jio
- Vodafone Idea
This indicates that Indian users on the majority of networks will shortly encounter next-generation features directly within their standard messaging applications.
What Is RCS Messaging and Why Does It Matter?
Rich Communication Services (RCS) is a worldwide messaging standard supported by GSMA, aimed at enhancing conventional SMS. Although SMS has largely stayed the same over the years, RCS offers contemporary messaging features similar to those found in WhatsApp and iMessage, all accessible via your phone’s default Messages application.
Key Characteristics of RCS:
- Delivery confirmations
- Input indicators
- Premium file sharing
- Chat groups
- Sharing location
- Support for rich media
- Operates via mobile data or Wi-Fi
In contrast to OTT applications, RCS is integrated directly into the Messages app on Android, requiring no additional downloads.
How Will Airtel Users Benefit?
Airtel customers will soon experience a more advanced and engaging messaging service:
Superior message quality compared to SMS
Images, videos, and files will not undergo as extensive compression as standard SMS/MMS.
Enhanced business communication
Brands can deliver interactive messages featuring buttons, quick replies, and multimedia, akin to WhatsApp Business APIs.
Enhanced spam protection
Airtel’s AI filtering system will analyze RCS messages for potential spam prior to them reaching users.
Compatibility across networks
With all major telecommunications companies now backing RCS, users can effortlessly send enhanced messages across different networks.
What does this mean for India’s Messaging Future?
The partnership between Airtel and Google is anticipated to hasten India’s shift from outdated SMS technology to a modern, secure messaging platform. As companies are increasingly moving to RCS for marketing and customer support, their implementation occurs at an important moment.
This action might also drive:
- Increased utilization of encrypted messaging with spam management.
- Increased competition with WhatsApp, Telegram, and iMessage.
- A consolidated messaging platform across Android devices.
Final Thought
Their choice to collaborate with Google on RCS messaging signifies a significant turning point for India’s telecom and messaging industry. RCS, with enhanced security, contemporary features, and effortless connectivity, aims to transform communication methods for Indians using smartphones.
With Airtel incorporating Google’s spam protection and launching RCS across the country, users can anticipate a more intelligent, enhanced, and secure messaging experience directly from their default Messages application.