Alphabet's (GOOGL - Get Report) Google has a new platform to provide businesses an upgraded alternative to traditional SMS texting which allows them to brand text messages, alerts and other communications, in addition to giving them access to features not available through SMS, such as group texting, high-resolution photos, and read receipts, reports Recode.

It's an alternative to Apple's (AAPL - Get Report) built-in iMessage, or apps like Facebook (FB - Get Report) Messenger.

GameStop (GME - Get Report) , Time Inc. (TIME) and Walgreens (WBA - Get Report) are among businesses participating in the initial roll-out, Recode said.