Why we can send emails from gmail to yahoo or outlook but cannot do the same with instant messaging apps like WhatsApp to Messenger or iMessage?
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There was a time when companies would go out of their way to adopt most Internet protocols just to have presence on the internet. AOL started out with screen names which they then extended to the @aol.com address. Apple did the same with AppleLink. Compuserve and Delphi as well. Most large tech companies also adopted protocols like FTP and pushed a presence on the early search databases like veronica and archie many even had usenet newsgroups.
When it comes to Application layer protocols with proprietary technologies, making them open is usually considered overhead with few returns. When you make your technology an open standard you cede a lot of control of it and lose the ability to maximize your profit from it.
Short answer today: because of money
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