Enhanced Messaging Service
Enhanced Messaging Service (EMS) was a cross-industry collaboration between magic4, Ericsson, Motorola, Siemens and Alcatel among others, which provided an application-level extension to Short Message Service (SMS) for cellular phones available on GSM, TDMA and CDMA networks. EMS is defined in 3GPP Technical Specification 3GPP TS 23.040 (originally GSM 03.40).
Source: Wikipedia — Enhanced Messaging Service (CC BY-SA 4.0)