Not everyone in a users' contact uses the same app for communicating. 'App Preview Messaging' solved this.
App Preview Messaging simply ensures that users receive messages from other users, regardless of the app used to send the message. To do this, the functionality leveraged Play Services. App Preview Messaging is found, and most notable used by Allo and Duo.
While the functionality is a good idea on the surface, in which where users can use their default messaging application to any of their contacts who were also using Android devices, even if they don't have that app installed to receive the message, but the functionality doesn’t seem to be a feature anybody in particular was eager to have.
The functionality has came to nuisance to some people, simply because it rubbed a number of people the wrong way.
Among the reasons, that is why Google is deprecating it.
According to Google in an announcement:
As of Q3 2020, this program is complete, and users can no longer send messages with App Preview Messaging. User settings related to App Preview Messaging will be removed in future updates."
App Preview Messaging doesn't in any way solve the inconvenience that many people use a variety of messaging apps on a daily basis depending on the preferences of those that they interact with.
While people can certainly disable the functionality by going to their Google account settings, App Preview Messaging doesn't integrate nor streamline messaging experience.
To those who liked it, the functionality is like a surefire way to never miss a message. But most people hated it, simply because the functionality is giving unwanted people the way to constantly interrupt, or worse, a way to open up their devices to phishing attacks.
As an alternative, Google suggests users to use Business Messages in Google Maps, Search, as well as participating third-party sites.
"Business Messages is a mobile conversational channel that combines entry points on Google Maps, Search, and brand websites to create rich, asynchronous messaging experiences that delight customers and drive business results," said Google.
By deprecating App Preview Messaging, Google said that users are going to find Business Messages in "even more places on Android, including within apps and during calls."
So instead of giving people a way to annoy others, Google Messages is allowing users to build customer trust. Putting aside personal messages, Business Messages is more tailored for business-to-consumer purposes.
"Business Messages provides brands a comprehensive business messaging solution across Android devices, and through Google Maps on iOS," said Google.
The messaging experience has also added smart replies, product carousels, and unique welcome messages. There’s also a less disruptive “transition from automated replies to a customer service agent.”
Google is also improving Business Messages to mobile websites, and improving how it's surfaced in Google Search.