RCS has been a long journey, but with Apple finally adopting the standard in its latest iOS update, messaging is genuinely improving for users. In a new campaign, Samsung and Google tout support for RCS on Galaxy devices and Android following Samsung's full embrace of Google Messages.

In a post on its Newsroom, Samsung discusses its partnership with Google around RCS and the benefits it brings to Galaxy users, as well as the Android ecosystem as a whole and iOS users.

Now with the latest version of iOS supporting RCS, the benefits are available beyond the Android ecosystem when messaging across platforms. This wider adoption takes the industry one step closer to a universal seamless messaging experience, improving how users connect around the world.

With a belief that open industry standards enable new possibilities across the entire device ecosystem, Samsung has worked closely with Google for years to establish RCS as a universal standard that improves the messaging experience through usability and security-enhancing features.

The post goes on to include quotes from a Samsung executive as well as Sameer Samat, the President of Android Ecosystem at Google who said that "Samsung has been instrumental in the growing adoption of RCS."

Samsung also shows off the three main benefits of RCS - high-quality media sharing, text reactions, and enhanced group chats - with videos posted to YouTube which will seemingly be used in ad campaigns of some sort.

This campaign comes not long after Samsung has fully embraced Google Messages by effectively pulling the plug on its own messaging app. In July, Samsung stopped pre-loading its own Messages app on Galaxy devices in the US, and removed Samsung Messages from existing devices in September through an update. Interestingly, though, the videos Samsung made never actually show Google Messages, but use the same design and effects throughout.