Bharti Airtel has reportedly partnered with Google to introduce Rich Communication Services (RCS) on its network to adopt the technology in India. The agreement will enable Airtel to offer RCS—positioned as the next-generation alternative to SMS—through Google’s platform.
Also Read: Apple Partners Reliance Jio to Enable RCS Messaging on iPhones in India
Revenue-Sharing and Message Charges
According to unnamed industry executives quoted by the Economic Times, Airtel will levy a charge of Rs 0.11 per RCS message under an 80:20 revenue-sharing arrangement with Google. The two companies have also agreed on integrating RCS traffic with Airtel’s AI-driven spam filter, a key requirement that had previously held up the collaboration.
Airtel had until now avoided partnering with either Google or Apple for RCS enablement, arguing that encrypted communication channels could potentially allow spam to bypass existing safeguards. The operator had even approached the telecom regulator seeking to bring over-the-top (OTT) communication services under the ambit of anti-spam regulations.
Also Read: Spam, UCC Messages Find Their Way to Users Through RCS and OTT Apps?
Addressing Spam Concerns with AI
“We are closely working with Google on stringent guidelines for the RCS messages to ensure that these go through our spam-based AI filter,” said a spokesperson for Airtel, as mentioned in the report. “Only once this is implemented, we would be pleased to be on board RCS with Google.”
Also Read: Airtel Launches AI-Powered Network Solution for Spam Detection
India’s Telecom Landscape Adopts RCS
Google’s agreement to align with Airtel’s spam-filtering framework is understood to have paved the way for the deal. With this development, all three major Indian telecom operators—Airtel, Reliance Jio and Vodafone Idea—have now adopted RCS, strengthening the foundation for a more competitive business messaging ecosystem.
Rich Business Messaging (RBM) services, powered by Google RCS and Dotgo’s MaaP solution, have been integrated into Vi, enabling the delivery of RCS business messages to all mobile subscribers in India.
Rich Communication Services (RCS) is a rich, interactive, two-way conversational messaging feature available within the native messaging app on Android phones. According to Dotgo, Enterprises are leveraging RCS for customer engagement, awareness, and support.
Also Read: India Sees Record Growth in RCS and WhatsApp Interactions, Says Infobip
Off-Net RCS Interoperability
Industry experts reportedly said the next phase will require operators to negotiate off-net RCS interoperability, a move that could introduce an interconnect usage charge and shape the commercial structure of the emerging messaging framework.
