An XDA developer has gained access to new features in Google's Messages app for Android phones. It is called "Effects", and adds a small number of cartoonish, 3D edits to a new photo or video to be added to a message. Therefore, it appears that Google is attempting to step up to Instagram's level as far as SMS, MMS or RCS customization goes.
https://www.notebookcheck.net/Google-is-trying-out-Instagram-esque-effects-for-native-Messages-app-in-Android.426684.0.html