The omnichannel 
revolution in stats

At this point we need to differentiate between multichannel, which is the use of multiple channels that are not necessarily coordinated and optimized to work together, and true omnichannel where all the channels in use are synced and managed centrally.

Brands began to realize the value of being able to consolidate all the channels they used on a single platform. Lower overall cost, easier to manage multiple channels, and crucially the ability to control communication across multiple channels to ensure a consistent customer experience. While some enterprise customers invested in progressing towards true omnichannel maturity, it was complicated and difficult for many smaller brands to follow the same path. 

Then came the release of our Messages API that integrates multiple messaging channels into one interface so developers sending messages via our platform could use one API and a single endpoint for all of the channels they wanted to incorporate, rather than a separate API for each one. This is when true omnichannel usage really took off, and we have been proud to be key enablers of the revolution.

Looking at the same stats for 2025 we can see how far B2C communication has changed in under 10 years.

Talking about 2+ channel customers conceals just how far many brands have gone in adopting different channels for different use cases and different regions.

A lot of brands still use two channels on our platform and get a lot of value from it, but the early adopters, the ones really leveraging the effectiveness of omnichannel are using three, four, five and more channels through us.

To underline this trend, in 2025 the highest proportion of interactions on our platform were from brands using four channels, a staggering 156 billion messages; 25% of all traffic.

More traffic was sent by customers using five channels (20%) than two channels (13%).