Earlier quoted context omitted.
The issue with SMS even if unlimited, in Europe a lot of people need to send text messages across borders. EU mandated free roaming, which makes SMS billing under the same pricing conditions when you're roaming but doesn't say anything about sending SMS abroad when you're in your home country. Also what happens if you need to send an SMS to a Swiss or UK number? While effectively unlimited plans do exist as carriers…
I’m surprised there wasn’t competition to deliver a better product from the telecoms. That is how we got unlimited texting and the early unlimited data plans in the US. Carrier arms race. They sure would have liked to nickel and dime but saw competition as more valuable.
No wonder Google eventually took the RCS matter in their own hands, there was way too little incentive otherwise.