Research conducted by Infobip, a leading cloud communications platform, reveals a staggering fivefold increase in the adoption of Rich Communication Services (RCS) messaging throughout 2024.
This surge, fueled by Apple’s recent support for RCS and the growing dominance of conversational messaging, is revolutionizing the customer experience landscape, an indication that a seismic shift is underway in the world of business-to-consumer communication.
Infobip’s analysis of over 530 billion interactions on its platform between businesses and consumers in 2024 provides a comprehensive view of global messaging trends. Notably, the data highlights the profound impact of Apple’s integration of RCS into its iOS 18 update, released in late 2024. This pivotal move triggered a dramatic surge in RCS traffic, with North America witnessing an astonishing 14-fold increase.
“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,” asserts Ivan Ostojić, Chief Business Officer at Infobip.
The data confirms a 500% year-on-year increase in RCS usage, with businesses globally leveraging the channel for highly engaging, two-way customer interactions, often alongside traditional SMS for a seamless customer journey.
Beyond RCS, Infobip’s report highlights the growing significance of conversational marketing. WhatsApp has emerged as a powerhouse channel, surpassing the growth of SMS and email. A 41% increase in brands using WhatsApp for marketing was recorded, driven by new features that enable seamless purchases within a single chat. Other chat apps, including Telegram, Line, and Viber, also experienced notable growth.
Overall, Infobip observed a 30% increase in brands orchestrating conversational marketing interactions on its platform.
The report also underscores the rising adoption of AI in customer interactions. Infobip’s AI Hub data shows a significant increase in the use of AI-powered chatbots and automation, particularly in sectors like finance and insurance, where security and compliance are paramount. Businesses are increasingly utilizing AI for personalized interactions, fraud prevention, and real-time customer support.
“With RCS adoption accelerating and AI transforming customer interactions, 2025 is set to be a pivotal year for conversational messaging,” concludes Ostojić.