Let the competition dictate it. No need for the government to get involved. Maybe Google can spend $50 billion to create and market an alternative to iMessage if they truly care instead of these half-ass attempts once every 2 years.
Let's be real here. The only reason Google is pushing this is because they're losing Android users to iOS in the US due to the green/blue bubbles. It's a huge thorn for Android in the US. There is absolutely no reason any government, particularly, EU to push private messaging services to open up so Google can make more profit.