The way businesses communicate with customers is evolving at an unprecedented pace. A new Messaging Trends Report from Infobip highlights a significant shift in messaging strategies, driven by the rapid adoption of Rich Communication Services (RCS) and AI-powered automation.
After analysing over 530 billion interactions between businesses and consumers in 2024, Infobip discovered a fivefold surge in global RCS traffic, largely fuelled by Apple’s decision to support RCS with its iOS 18 update in late 2024. The impact was particularly striking in North America, where RCS usage skyrocketed 14 times. Businesses worldwide embrace RCS to deliver engaging, two-way conversations that elevate the customer experience.
Ivan Ostojić, chief business officer at Infobip, commented: “RCS is taking off because it works. The branded and verified experience reduces hesitation, while rich visuals capture attention and drive engagement. In A/B tests, RCS rich cards delivered up to 70% higher conversion rates than MMS. More significantly, RCS has driven conversion rates two to three times higher, and sometimes even ten times higher, than standard marketing channels.”
The rising power of WhatsApp
Beyond RCS, WhatsApp is redefining conversational marketing, growing at a faster rate than SMS and email. Infobip’s data shows a 41% increase in brands using WhatsApp for marketing campaigns, with many leveraging new features that allow customers to browse, interact, and make purchases—all within a single chat. Other messaging apps, including Telegram, Line, and Viber, showed notable growth as brands diversified their communication strategies.
AI-powered messaging solutions are also gaining momentum. Infobip’s AI Hub data shows that businesses, particularly in finance and insurance, increasingly use AI-driven chatbots and automation for fraud detection, real-time support, and hyper-personalized interactions. As companies prioritise security and compliance, AI ensures seamless, efficient, and secure customer experiences.
Conversational marketing is becoming the new standard, with Infobip reporting a 30% increase in brands using AI-powered messaging to engage customers. As businesses refine their strategies, RCS, AI, and chat-based platforms enhance engagement, boost conversions, and create more meaningful customer relationships.