The global cloud communications platform Infobip has unveiled its latest Messaging Trends Report, which reveals the skyrocketing adoption of Rich Communication Services (RCS), significantly altering the customer experience. The company analyzed over 530 billion interactions on its platform between businesses and consumers during 2024, identifying the latest global trends shaping business messaging.
According to the report, the support from Apple for RCS, following the iOS 18 update at the end of 2024, played a pivotal role, contributing to a fivefold increase in global RCS traffic. Particularly noteworthy is North America's performance, which recorded usage levels 14 times higher than previous metrics.
“RCS is taking off because it works. The verified, branded experience reduces hesitation, whilst rich images capture attention and drive engagement,” stated Ivan Ostojić, Chief Business Officer of Infobip. The report notes impressive testing outcomes, where RCS rich cards yielded conversion rates up to 70% higher than traditional Multimedia Messaging Service (MMS) options. These rich services are also generating two to three times higher conversion rates than standard marketing channels, and at times, up to ten times more effective.
Alongside the increase of RCS, WhatsApp has emerged as another significant player, with Infobip reporting a 41% uptick in brands utilizing the platform for marketing efforts. This surge is driven by new features enabling seamless purchases within single chat threads. The overall number of brands orchestrated by Infobip for conversational marketing interactions has risen by 30% as organizations adapt their strategies to engage new customers effectively.
Notably, the adoption of artificial intelligence (AI) technologies is also witnessing significant growth. Infobip's AI Hub data indicates widespread acceptance of chatbots and automation, especially within finance and insurance sectors where security and compliance are imperative. Brands are increasingly leveraging AI to personalize customer interactions, prevent fraud, and provide real-time customer support.
Ostojić remarked, “With the acceleration of RCS adoption and AI transforming customer interactions, 2025 is set to be a pivotal year for conversational messaging.” He underscored the importance of these shifts for businesses striving to remain relevant and competitive.
Overall, the Messaging Trends Report by Infobip provides enlightening insights. RCS, backed significantly by Apple’s recent technological updates, along with enhanced messaging strategies via platforms like WhatsApp, are shaping the future of customer engagement. With advancements coupled with AI integration, 2025 promises to transition the business communication scene fundamentally, emphasizing personalized and efficient customer experiences.
For more detailed insights and trends, download the complete report from Infobip's official page.