By 2017, users had access to a GIF library and could send each other different types of files such as documents, PDFs, etc. The app implemented Google’s developments in machine learning for a Smart Reply feature that analyzed users’ activity and suggested relevant replies based on it. It allowed users to regulate the size of their message to express a perceived change in “voice” volume – an innovation aimed to replace the use of all Caps for that purpose. Allo also started with a feature called Whisper Shout. It came with Google Assistant integrated into the app, which allowed users to ask queries in a conversational manner and to share the findings of the AI assistant in your group. /article-new/2019/12/how-to-use-messaging-in-google-photos.jpg "google messaging apps")
There was an optional Incognito mode that offered private notifications, expiring chats, and end-to-end encryption. The app also had numerous useful features, some of which innovative for their time: The app used phone numbers as identifiers, which was good for users who needed a texting app that wasn’t connected to their social media or email. When Allo came out in September 2016, things looked promising. 
Starting with Google Talk, going through Hangouts and its ever-growing text, voice, and video features, and finishing with newer apps like Allo, Google Duo, and Google Messenger – Google seems to have tried it all. Google has been trying to find a foothold in the messaging market for years.
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