Infobip Predicts Record 3.9 Billion Brand Messages This Shopping Season as RCS Surges 269%

Vodnjan, Croatia, 11 November 2025 – Global communications platform Infobip forecasts over 3.9 billion messages exchanged between brands and customers this shopping season, marking a 15% increase year on year. This reflects how AI, mobile commerce, and rich messaging channels are powering more personalized shopping experiences. 

Rich Communication Services (RCS) will be the fastest-growing channel in 2025, with volumes rising 161% on Black Friday and 269% on Cyber Monday worldwide. SMS remains the leading retail channel with nearly 2.7 billion interactions. 

In the US, more than 1.9 billion SMS messages are expected, while RCS volumes surge to over 57 million, a dramatic increase from 2024. WhatsApp engagement is up 44%, and email volumes rise more than 50% on Cyber Monday. US consumers surveyed by Infobip plan to spend mainly between $250 and $1,000 on Black Friday. 

Across Europe, RCS volumes are expected to grow more than sixfold on Black Friday and fivefold on Cyber Monday, with WhatsApp nearly tripling. Email usage surges over 50%, supported by a 37% increase in SMS on Black Friday. UK consumers mostly plan Black Friday spending under £250, with many willing to spend up to £1,000, indicating strong retail engagement and combined sales reaching several billion pounds. Similarly, consumers in Italy, Spain, and Germany generally plan moderate spending between €250 and €500, reinforcing a healthy but cautious retail outlook. 

Email remains the dominant channel for promotions and confirmations in Europe, with Southern markets favoring SMS, and Northern markets showing growing openness to richer chat formats. 

Infobip’s 2025 forecast underscores the growing impact of omni-channel communication in driving meaningful commerce. 

Discover more shopping season insights here: https://www.infobip.com/blog/shopping-season-survey 

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact center solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić.  

Recent award wins include:

• Infobip ranked as the number one Established Leader in the Juniper Research Mobile Messaging Fraud Prevention Market report (Sept 2025) 
• Infobip named a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) for the third consecutive year. In 2025, positioned furthest in Completeness of Vision (July 2025) 
• Infobip named among Top 75 in Fortune’s Europe’s Most Innovative Companies 2025, placing it in the top 25% of all listed organizations (June 2025) 
• Infobip ranked as a Leader in the Omdia CPaaS Universe Report for the third time (April 2025) 
• Infobip ranked an Established Leader in the Juniper Research Conversational AI Leaderboard (Feb 2025) 
• Infobip named a CPaaS Leader for the third time in the IDC MarketScape (Feb 2025) 
• Infobip named one of the top CPaaS providers in Metrigy’s CPaaS MetriRank Report (Dec 2024)  
• Infobip named number one among Established Leaders in RCS Business Messaging in Juniper Research’s RCS Business Messaging Competitor Leaderboard 2024 (Nov 2024)  
• Infobip recognized as the number one provider in the AIT Fraud Prevention market by Juniper Research (Oct 2024) 
• Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)