London, 17 June 2025 – Global cloud communications platform Infobip has released its latest Messaging Trends Report, which reveals that the adoption of Rich Communication Services (RCS) messaging has skyrocketed, transforming the customer experience landscape.
Infobip analysed more than 530 billion interactions on its platform between businesses and consumers in 2024 to identify the latest business messaging trends. The data suggests Apple’s support for RCS, following its iOS 18 update in late 2024, contributed to a 65% increase in UK RCS traffic.
UK businesses have embraced the channel for highly engaging, two-way customer interactions. Infobip’s data shows that the increase in RCS usage is part of increasingly omnichannel approaches, with UK brands leveraging it alongside SMS, Voice & Video and WhatsApp for a seamless customer journey.
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.”
James Stokes
Head of Enterprise, UK & Nordics at Infobip
The UK is the largest European market utilising the Infobip platform, growing by almost a third (31.7%) from 2023 to 2024. Companies in the wholesale communications services sector represent the largest segment, followed by telecoms and technology & software companies.
The Messaging Trends Report has revealed that as UK brands refine their customer engagement strategies, WhatsApp has emerged as a significant channel for conversational marketing, where the channel’s growth has surpassed the growth of SMS and email. Infobip recorded a 392% increase in marketing messages sent over WhatsApp in the UK, driven by new features enabling seamless purchases within a single chat. This was accompanied by a 12x increase in conversational marketing messages, with majority being over WhatsApp. The platform also saw significant growth in other chat apps like Telegram, Line, and Viber.
Globally, Infobip saw a 30% increase in the number of brands orchestrating conversational marketing interactions with their customers on its platform.
AI adoption has also increased, according to data from Infobip’s AI Hub. AI-powered chatbots and automation are being widely adopted, particularly in finance and insurance, where security and compliance are paramount. Businesses increasingly use 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.”
James Stokes
Head of Enterprise, UK & Nordics at Infobip
For more insights, download the full report here: https://www.infobip.com/messaging-trends-report.
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 centre 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, Roberto Kutić and Izabel Jelenić.
Recent award wins include:
- 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 a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) 2024 for the second year running (June 2024)
- Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)