Google started the ‘Get The Message' campaign to publicize the RCS communication protocol and make it more mainstream. Now, Google has taken another step in the same direction to make RCS more consumer-friendly by calling ‘chats' as RCS on its Messages app.
Some users enrolled in the Google Messages beta program are seeing a change in the terminology used to refer to RCS Chat in different places. Apparently, the input field at the bottom of the RCS-enabled conversations that previously used to appear as ‘Chat message' now reads ‘RCS message.'
The new RCS rebranding is visible to users enrolled in the Google Message open beta
The change is also seen at the top entry of the in-app setting. Chat features are now rebranded as RCS chats. When you open the settings, you will see more changes, basically, everything that previously appeared as Chats now says RCS chats or simply RCS, within the Google Messages app. Moreover, you will see several other changes, such as the ‘Enable chat features' is now rebranded to ‘Turn on RCS chats.'
Besides, you will also see the ‘Chatting with X' changed to ‘RCS chat with X' while you are in an end-to-end encrypted conversation. It is clear that Google wishes to make RCS a common terminology and does not wish to distinguish RCS from Chats.
Interestingly, carriers like T-Mobile and Verizon call the RCS technology ‘Advanced Messaging.' However, most other companies prefer using RCS words with their own branding. FYI, RCS stands for Rich Communication Services. It brings advanced messaging features such as read receipts, message reactions, and end-to-end encryption (E2E) on a compatible phone. Google confirmed 9To5Google, that the new change is available with the latest Messages open beta update. 
