I understand a lot of the US still uses SMS, hence the constant talk of iMessage. The rest of the world uses Whatsapp or Messenger, except Japan/China/Korea who primarily use their own clients. Nowadays the only SMS I get are 2FA codes.
So it was better to use wifi and WhatsApp to communicate. Once you'd fixed your net access, you could be sure of cheap easy text communications.
The EU roaming pricing law has now fixed the original cause, but it is too late to change people's behaviour.
Here we also have unlimited texting in all but the most limited pay-as-you-go offerings. The telco market is extremely competitive.