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Title
Messaging Trends 2025
Discover the current trends in business communication based on 530 billion mobile channel interactions that took place on our platform in 2024.
In 2024, mobile messaging underwent a radical shift, shaped by AI, conversational marketing, and Apple’s support for RCS.
This report unpacks the most transformative trends that brands must act on in 2025. Our aim is to shine a light on the actual messaging trends highlighted by the data.
Breaking the stats down by region, vertical, use case, and channel has allowed us to clearly identify how brands are refining their communication strategies, and seeing past the AI hype to harness the technology in practical, safe, and effective ways.
We hope that our analysis will help businesses like yours to evolve your own messaging strategies to forge closer relationships with end users and customers.
The growth we’ve seen
Channels
5x – RCS
53% – WhatsApp
5x – Apple Messages for Business
78% – Email
137% – Mobile App Messaging
Regions
51% – APAC
32% – Europe
20% – LATAM
12% – North America
Verticals
34% – Retail & eCommerce
37% – Wholesale communication services
48% – Transportation & logistics
24% – Telecoms
2024 – A year of evolution and revolution
Evolution
How brands are evolving towards conversational maturity
In previous reports we tracked the growth of conversational experience with brands rolling out use cases covering marketing, commerce, and support. While this trend continued into 2024, we are seeing more sophisticated applications for conversational experience, with mature businesses incorporating AI to support cohesive conversations across channels and use cases.
Conversational experience has moved from being a buzzword to becoming a CXaaS (conversational experience as a service) where investment in the right technologies is vital to provide the mature experiences that customers expect.
Brands that are lagging may be using multiple channels, but without having them strategically integrated and in-sync, they are struggling to provide consistent, seamless, and high-quality customer experiences.
Revolution
Apple’s RCS adoption caused a 500% increase in global traffic – forever changing messaging dynamics.
The disruptive trend in 2024 was the phenomenal growth of RCS messaging as Apple began supporting it on their devices from September. This trend was global, but in some regions, it was particularly acute. For example, in North America there was a 14x increase in RCS traffic on our platform.
What trends are you interested in exploring?
- The impact of Apple support for RCS
- Brands adding RCS to their omnichannel strategies
- AI Hub – how enterprise brands are actually using AI
- WhatsApp now top channel for conversational marketing
- How brands with high CX maturity communicate
- The trends driving the significant messaging growth in APAC
- A trend for more grown-up conversations
- The 7 communication habits of highly effective brands
- Omnichannel adoption trends 
- What channels are brands with high CX maturity in your industry using? 
- How brands are adding RCS to their omnichannel arsenal
- Global growth
- The impact of Apple support for RCS
- Why are brands investing in RCS
- Analysis of AI Hub interactions and data
- Most popular AI use cases
- Finance
- Retail & eCommerce
- Telco
- North America
- Europe
- Latin America
- Asia Pacific and Australia
- India
- Middle East and North Africa
- Africa
Shape the future of messaging with us
Our custom solutions help businesses like yours to lead the way.
