And with the latest moves, we may have fewer apps than ever but the message has never been more muddled.
Google had originally hoped that the more "kooky" elements of Allo would make it appeal to millenials, leaving Hangouts to take on a more organisational role for communicating between colleagues.
But what's supposed to be a move "toward a simpler communications experience" is anything but.
"We've learned a lot from Allo, particularly what's possible when you incorporate machine learning features, like the Google Assistant, into messaging", Klainer said. "Hangouts users will be upgraded to Hangouts Chat and Hangouts Meet".
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If Duo allows group calls, will Google remame it Quatro? Initially those two apps were only going to be available for its G Suite or enterprise customers. The realisation kicks in even more when you see iOS folks with the slick iMessage experience they get.
If you've lost track of which Google services will be discontinued in the coming year. Google Plus was another platform that was shut down. According to Google, rather than resuming work on Allo, it will shutter the project and focus its efforts on Messages.
If you are using Allo, you need to find something new pretty quickly. Now, we're basically stuck waiting for carriers. And as you can already guess, Apple's not on board. The rumors have been making the rounds in the last couple of weeks, but that has now been confirmed in a blog post on Thursday.
A couple of months ago, Google started rewarding users who introduce their friends to the video-calling app. This is one example of Google having better ideas.
Shutting down these services is not a surprise for Google.
Meanwhile, Google will focus on Messages. This was coupled with the ability to leave a video message. In fact, 9to5Google claims that Google may have meant to announce the end of Allo sooner, but pushed it back when news leaked about its plans for Hangouts. So make the change now.