The 'blue bubble phenomenon', where some iPhone users will refuse to reply to messages in green bubbles indicating they came from non-iPhones, has been widely documented.
One of the reasons for the difference is Apple's own iMessaging service, which doesn't work in the same way as messaging from other branded phones.
Now Google is encouraging people to pressure its mobile OS rival to start supporting a more standard messaging protocol.
"Raise your hand if you've ever had a green bubble vs blue bubble debate in the group chat," Google tweeted.
"Texting with friends shouldn't be complicated. That's why it's time for Apple to #GetTheMessage."
A website dedicated to help spread the message provides more details, saying it's not about the colour of the bubbles.
"It's the blurry videos, broken group chats, missing read receipts and typing indicators, no texting over Wi-Fi, and more," the website states.
"These problems exist because Apple refuses to adopt modern texting standards when people with iPhones and Android phones text each other."
According to Google, the issue is because Apple still uses the out-of-date SMS and MMS technology to send texts between iPhones and Android phones.
"But Apple can adopt RCS - the modern industry standard - for these threads instead."
That would get rid of problems like pixelated photos and videos, caused by the older technology.
It would also allow end-to-end encryption of messages. Currently iMessage is end-to-end encrypted as are 1:1 messages via Google, however messages between the two aren't encrypted and therefore aren't as secure.
Using RCS would also allow messages to be sent over Wi-Fi. Currently an iPhone to Android message requires cellular phone service to send.
The response on Twitter under the hashtag #GetTheMessage has been mixed so far.
While some are fully supportive of the desire to standardise phone-to-phone messaging, others aren't as convinced.
"Lmao this #GetTheMessage campaign is pathetic," one wrote.
"They even paying celebrities to get in on it. Just get an iPhone or use another messaging app. Stop with the bullshit."
Another pointed out that third-party options may be the ultimate victors of the campaign.
"In the fight of #GetTheMessage and Apple not adopting RCS, it's WhatsApp which is winning and it might already be too late," one tweeted.
