what are the raptors in JP3?

A different species.

JURASSICWORLD - That's a very fine question you've posed. For the most part, I believe the velociraptors from Jurassic Park 3 were simply a renovation of the original concept in order to bring it into line with the more modern, feathery image that has been given to that particualr branch of animals. Of course, this is simply my take on the divergent appearance! :)

Not a completely different species, but more so an evolved species if you ask me. 

After discovering that more dinosaurs might have had feathers than previously thought, the JP3 design crew thought that adding quills to the backs of the heads of the males would help adhere to that, but not cause the audience to think that Velociraptor was not included in the movie, because what's JP without Velociraptor?

Also, about the higher organization of the pack, that's because it was around that time that dinosaurs were WAY smarter than people usually thought, including dromaeosaurs.

But in the JP fan universe, it's widely believed that the JP and JP2 raptors are classified as Velociraptor antirropus nublarensis (since they were supposed to be put on display on Nublar) and the JP3 raptors were V. antirropus sornaensis, since they were only found on Sorna and Hammond's people wanted to keep them there.

 I think that they were a more evolved species because site b was just breed them and leave them and eventually the workers of ingen left. With no humans to tamper with them, the raptors evolved quickly because they were in a smaller place. If you take a group of animals on the mainland, they will evolve slower than animals in a small space like an island

They probably are just changing them to look more accurate and cooler.