In India, Google has disabled RCS advertisements due to a flood of spam from companies.

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Source: Anindito Mukherjee / Bloomberg / Getty Images

Following accusations of severe spam by certain corporations, Google has banned businesses from using RCS for marketing in India, the company's largest market by users, in a setback for the standard that the company is expecting to help become the future of SMS messaging.

RCS stands for Rich Communication Services, and it is the result of a collaboration between a number of industry companies to enhance classic SMS with modern features like richer messages and end-to-end encryption.

In recent years, Google, Samsung, and a number of other companies, including telecom providers, have pushed out RCS capability to hundreds of millions of users throughout the world. Last month, Google announced that RCS texting in the Android Messages app had surpassed 500 million monthly active users.

Last month, at its developer conference, the corporation asked: "any smartphone operating system" (a sly dig at Apple) to integrate RCS, which is also geared at enabling companies to reach out to customers in a more participatory way.

The problem is that a lot of Indian enterprises, including big banks and other lending institutions, have been misusing the function to send unsolicited promotional materials to every phone number they can discover across the nation.

Last month, a number of people took to Twitter to express their dissatisfaction, and it appears that their words have reached Google.

"Some firms are exploiting our anti-spam standards to send promotional messages to users in India," Google said in a statement. As a result, Google has disabled the feature while it "works with the industry to enhance the user experience."

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