The battle between Blue and Green Bubbles goes years back. For the unfamiliar, when an iPhone user texts someone with an Android phone, the chat bubble appears as green .

Apple reserves the blue bubbles for iMessage users. In many regions, this whole drama is insignificant. After all, billions of users around the globe depend on third-party instant messaging (IM) apps to reach their friends and family. Nonetheless, those who use the default Messages apps included on their phones have to deal with inconveniences when texting someone on a different operating system. A potential solution for this communication gap is RCS. Google — which already supports it on Android OS — has called out Apple multiple times for not adopting this standard. The iPhone maker seemingly doesn’t care and continues to ignore the mater. As a result, Google has launched a campaign calling out Apple for resisting RCS, yet again.