Google To Rival WhatsApp's Dominance In Business Messaging With RCS-Search Linkup

Google is making a move into India's enterprise communications market with a new pilot programme that integrates Rich Communication Services (RCS) with its Search app, directly competing with Meta-owned WhatsApp's presence, says a report by Economic Times. 

The pilot, currently being tested with Union Bank of India, enables users to start artificial intelligence (AI)-powered customer service conversations directly from search results.

The new functionality transforms traditional SMS capabilities into a multimedia communication channel, allowing businesses to exchange images, voice messages, locations, and documents with customers. When users search for customer support, they can now connect with live agents or AI chatbots through their phone's default messaging app.

The report added that this innovation could significantly reduce customer service wait times and improve query resolution rates. Customer service industry observers note that Google's pilot programme could revolutionise traditional SMS messaging.

The move appears to be Google's response to WhatsApp's successful 'wa.me' links, which Meta has integrated across its Facebook and Instagram platforms to facilitate direct business interactions.

Both tech giants are leveraging their advertising infrastructures to promote their enterprise messaging services, recognising India as a crucial market. Current data shows businesses send approximately 1.5 billion SMS messages daily, representing 85 per cent of total messaging volume.

According to Gartner's projections, India's enterprise messaging market is set to grow from $1.3 billion in 2023 to $3.2 billion by 2028. The research firm predicts that WhatsApp and RCS together will command half of the market value, reaching $1.6 billion by 2028. This marks a significant shift from previous years when traditional SMS dominated enterprise communication budgets at 85 per cent, with newer messaging applications accounting for just 15 per cent.