• In a "happy birthday" post to SMS, Google called Apple out, saying it's time to switch to RCS.

• RCS, or Rich Communications Services, would make texting between iPhones and Androids easier.

• The first SMS message was sent 30 years ago, Google said, but phones are "capable of so much more."

Google, the owner of Android, is taking yet another dig at Apple in it's "happy birthday" post to SMS, which turns 30 this year.

"While I'm all for nostalgia, in this case I also want to look in the other direction," Neena Budhiraja, group product manager for Messages by Google, wrote in the post. "Phones today are capable of so much more; my current phone is a completely different device than my first."

Budhiraja went on to say what Google's been campaigning for for a while now: "texting should — and could — be even better than how it started" with RCS.

"Most of the mobile world is using RCS, but there is one company that's dragging its heels," Budhiraja said, referring to Apple. "But after 30 years of SMS texting, it's truly time."

RCS, which stands for Rich Communications Services, was chosen as a potential replacement for SMS, or Short Message Service, in 2008 by the GSMA, or Groupe Speciale Mobile Association.

Unlike SMS, RCS supports more multimedia features and makes it easier to send GIFs and hi-resolution videos through texts. It also makes group messaging better — all of this because it operates over wi-fi, rather than a carrier bandwidth.

Texting between devices using RCS is a similar experience to iPhone users texting with Apple's proprietary iMessage system, according to The Verge.

Google's post laid out "three big reasons why" everyone in the industry should switch to RCS — "one for every decade SMS has been around."

The first, is that RCS offers end-to-end encryption, offering more privacy for messages.

"This shouldn't even be a thought — just an expectation and something anyone texting should not have to worry about," Budhiraja said.