There was very big news in the Messaging Industry last week, after a decade since Apple launched iMessage and Google had standardised on RCS, Apple announced that it plans to support RCS in 2024.  This will mean messaging interoperability between iOS and Android phones.  But what does it mean for the A2P or Rich Messaging Business (RBM)? We reached out to Bill Dudley of Sinch to get his informed opinion about what it means.  Bill has a very good analysis of what we know, what it means and what it could ultimately mean. We talked about The probably timing of the roll out The support for Universal Profile The impact of the EU DMA Act While P2P is announced, what does it mean for A2P (or C2B strictly) The future of SMS – is there one? We want to thank Bill for coming on as a very informed guest at short notice to give us all a heads up on the enormous implications of this shift in the market. Bill can be contacted at the following: https://www.linkedin.com/in/williamdudley/ https://william-dudley.com/ https://www.sinch.com/   Lyrics for Bull Mountain Ridge Music and Lyrics © Paul Thorn Stone Fox Dan was a Romeo manMade a livin’ sellin’ marijuanaHe went around turnin’ all the good lookin’ women onHe wore a feather in his hat and drove a big black CaddyHe was always lookin’ for a partyHe played Big Daddy to the women when the men wasn’t homeWell now, Bull Mountain Hawk was the cock of the walkHe said Stone Fox Dan needed killin’When he got to drinkin’, he was meaner than a copperheadHe was leader of the clan…took the law in his handsWhen he caught Stone Fox with his womanGuess who’s sleepin’ at the bottom of the cold waterbed?And the Hawk said, “Take him on down below the Bull Mountain BridgeTie his hands and throw him in the riverYou might as well give him his farewell party night”He said, “Knock him in the head…he’s better off deadBreak his arms and throw him in the riverIf anybody asks, just tell `em he committed suicide”And the Hawk said, “Take him on down below the Bull Mountain BridgeTie his hands and throw him in the riverYou might as well give him his farewell party night”He said, “Knock him in the head…he’s better off deadBreak his arms and throw him in the riverIf anybody asks, just tell `em he committed suicide”And the Hawk said, “Take him on down below the Bull Mountain BridgeTie his hands and throw him in the riverYou might as well give him his farewell party night”He said, “Knock him in the head…he’s better off deadBreak his arms and throw him in the riverIf anybody asks, just tell `em he committed suicide”“If anybody asks, just tell `em he committed suicide”