Does the person receiving a green sms message also have to pay for it?

Today I have sent a green sms message to my friend from my iPhone. He told me that he needs to pay for the green message. Is this true? I know that my carrier rates would apply when I send an sms, but would it also apply to the person receiving it?

In the USA you are charged to both send and receive a call or message. It is not like a home phone where you are only charged if you are the person making the call.