Source: TechCrunch
Summary
Google is partnering with Airtel to integrate carrier-level filtering into RCS (Rich Communication Services) in India. The goal is to enhance protections against spam messages. According to the report, this move aims to improve the overall messaging experience for users in India.
Our Reading
The launch follows a familiar script.
Google is “upgrading” RCS with spam filtering, because that’s not something users had with SMS. Airtel is the first carrier to partner with Google on this initiative. The feature will supposedly reduce spam messages. Because that’s not what existing spam filters do. Google is “strengthening protections” in India, where spam is a significant issue. This is “new” technology that will “improve the messaging experience”. Yeah, right.
Author: Evan Null
Carrier-Level Filtering: A New Name for an Old Game
It seems like Google is rebranding existing spam filtering technology as “carrier-level filtering” and calling it a day. We’ve seen this before, folks.
RCS: The Messaging Service That’s Been Around the Block
RCS has been around for years, but it’s still struggling to gain widespread adoption. Maybe this “new” feature will change that? Probably not.
Airtel Partnership: A Drop in the Bucket
Airtel is just one of many carriers in India. This partnership might make a small dent in the spam problem, but it’s hardly a comprehensive solution.
Spam Filtering: Not Exactly a New Concept
Spam filtering has been around for decades. It’s not like Google just invented it. So, what’s the big deal here?
Improving the Messaging Experience: A Familiar Claim
We’ve heard this one before. “Improving the messaging experience” is just code for “we’re trying to make our service more appealing.” Yeah, okay.
