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How about having only one app where i can simply use messaging and video? why do i need to install 4 different apps for it?

Because they gave 4 different people a promotion

give another promotion to the person who will combine all of them.

pending ...

The problem is right here, it's just gonna end up with 5 different apps.

That's probably exactly what happened.

Why not open the protocol, so I can use the one app for all my cross-service messaging needs?

e.g. Pidgin.

Where's the money in that?