The US used to heavily punish that sort of behaviour, but in this case it took EU action to reign in a US company
FWIW in this case it was Chinese action - China is requiring all phones sold domestically to support RCS. The EU DMA would have forced Apple to open up access to iMessage, not implement RCS, but they found that in the EU, iMessage market share is too small for the DMA to kick in (probably due to the overwhelming popularity of WhatsApp).
A bunch of carriers implemented it originally, but their implementations were all horribly broken, with messages between carriers usually not working, the carrier-installed messaging apps sucking, etc. Eventually they all dropped it and Google picked up the ashes and "fixed it" by making their server the only one instead of having per-carrier servers like SMS/MMS.