Summary:
Airtel and Google have resumed their partnership to carry RCS messaging to Airtel’s cellular network in India, adopting a revenue-sharing version (₹0.11 according to message). After earlier issues about spam, the renewed collaboration now consists of integration of Google’s platform with Airtel’s wise junk mail clear out. With RCS, users get richer, app-like messaging capabilities constructed into native telephones — and with Airtel now joining other predominant carriers, India is a step in the direction of a unified, next-generation messaging ecosystem.
Bharti Airtel (Airtel) has renewed its partnership with Google to launch RCS (Rich Communication Services) messaging on Airtel’s network in India. This marks the resumption of collaboration after approximately a yr of inactivity over previous disagreements regarding RCS implementation.
Under the new settlement, Airtel plans to charge customers ₹zero.11 according to RCS message. The deal follows an 80:20 sales-sharing version between Airtel and Google. Airtel had earlier held back from RCS due to issues over unsolicited mail and unwanted promotional content; the organization even called upon regulators to apply anti-junk mail rules to OTT (over-the-top) messaging channels.
What changed this time is that Google agreed to combine RCS with Airtel’s “clever unsolicited mail filter out,” a move that addressed Airtel’s earlier issues approximately unsolicited mail and misuse. With this update, Airtel users will quickly be able to get admission to RCS — which gives richer functions than conventional SMS — immediately thru local messaging platforms.
RCS goals to replicate the various conveniences of contemporary chat apps: excessive-decision media sharing, typing signs, read receipts, organization chats, place sharing, and extra — but within a service-based framework. The flow brings Airtel in line with other principal Indian telecom carriers (like Reliance Jio and Vodafone Idea), that have already enabled RCS — paving the manner for unified, interoperable “next-gen SMS” surroundings throughout operators.
However, professionals be aware that the real test will include “off-internet RCS interoperability.” This will require the extraordinary operators to negotiate interconnect utilization fees (IUC) earlier than customers on unique networks can communicate seamlessly.
