Product Updates Q4 2025 

Welcome to our Q4 Product Update! Closing not only another quarter, but also the year – we are very excited to share with you the highlights of the latest improvements, features and innovations in our products! We are sure that these will help you simplify your customer communication, grow your business, and be faster in engaging ever more customers!  

Tomislav Nikic Senior Product Marketing Manager
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Unlocked Future of Automation, Analytics, and Customer Experience

Q4 is all about smarter automation, richer data, and effortless scale. From AI‑ready MCP servers and deeper multi‑channel analytics to improved WhatsApp marketing capabilities, faster RCS onboarding, expanded CRM integrations, real‑time context‑rich People Events, and powerful AI‑driven voice experiences.

All these updates help you reduce complexity, move faster, and deliver more intelligent customer journeys at scale.

Quarterly Highlights

In the video, our Julian will guide you through our biggest updates of Q4 2025: 

  • Infobip’s MCP Servers: Power up your AI workflows with Infobip MCP. Our globally available MCP servers, new Azure MCP Center listings, and open‑source starter tools make it easier than ever to build, test, and scale intelligent, multi‑channel communication experiences. 
  • RCS for Business: Our latest RCS release cuts onboarding time by 50%, giving clients a faster, smoother path to launch. With the ability to create, test, and request RCS sender activation directly in the UI, starting with RCS is now simpler, quicker, and ready to scale. 
  • Marketing Messages API for WhatsApp: WhatsApp Marketing Messages API is now live, bringing higher deliverability, stronger engagement, and optimized performance for large-scale campaigns. With the possibility to bypass user-level caps and exclusive features like time‑to‑live, benchmarks, and deep links, it unlocks smarter, more impactful WhatsApp marketing at scale. 

Moving on, we have more improvements across the product lineup –from improvements in analytics and reporting, to the AI enhancements in voice experiences and platform support. 

Short and sweet, easy to read in the next couple of sections.   

Financial Clarity and Full OTT Visibility in One Place 

Our redesigned Financial Reports deliver deeper cost insights, greater customization, and clearer visibility across accounts and channels.  

Now available within a dedicated subpage in Analyze, you can group and break down cost data by the dimensions that matter most, such as Country, Network, Account, User, Sender, Category, Campaign Application, Entity, and more, making it easier to accurately report on and understand your financial data.

The Analyze Dashboard expanded OTT analytics across Apple Messages for Business, Instagram, Telegram, KakaoTalk, LINE, and more help teams track, compare, and optimize engagement across every channel.

Key benefits of expanded OTT analytics range from unified performance tracking across all major messaging platforms, to easier comparison of engagement metrics between channels and enhanced filtering and customization for stronger insights. 

AI Brings Voice Experiences at Scale 

Voice has entered a new era: businesses can now combine Infobip’s global, carrier-grade voice backbone, with OpenAI’s AI technology to bring voice experiences at scale, without reworking their existing telephony or contact center setup.

This enables businesses to build and scale intelligent, low-latency voice conversations that plug directly into existing contact centers and calling flows. 

Key capabilities revolve around the Websocket streaming and direct SIP connection to OpenAI’s Realtime API, enabling inbound call routing from Infobip to your OpenAI-powered voice agent for real-time, speech-to-speech AI interactions.

Key benefits for you are: 

  • Simpler setup – no intermediaries and reduced engineering overhead 
  • Faster, smoother user experience – fewer hops deliver quicker call start times and more reliable connections 
  • Easily scalable – supports high call volumes 24/7, all without adding headcount 
  • Lower operational costs – due to automated Tier-1 customer support and routine interactions 
  • Optimized for voice AI – tailored for real-time latency and natural conversation flow 

Powering Richer Messaging in Salesforce, Oracle & HubSpot 

Infobip is expanding its ecosystem of CRM and marketing‑automation integrations to help teams design richer, faster, and more seamless omnichannel customer journeys.

With new enhancements across Salesforce Marketing Cloud, Oracle Responsys, and HubSpot Workflows, businesses can now activate advanced Viber formats like carousels and list messages, capture and process RCS full‑service opt‑outs, and orchestrate rich RCS and Viber messaging directly within automated workflows.

These updates empower marketers to deliver more engaging content, streamline campaign execution, and ensure consistent, personalized communication across every touchpoint.

Key benefits for you are: 

  • Seamless omnichannel orchestration – you can design and automate journeys across SMS, RCS, WhatsApp, Viber, and more directly inside Salesforce, Oracle, or HubSpot 
  • Rich, high‑impact messaging – where you have support for advanced Viber and RCS formats (carousels, lists, images, videos, interactive elements) enabling more engaging customer experiences that lead to higher conversions 
  • Smarter audience management and compliance – with features like RCS full‑service opt‑outs make it easy to capture, process, and act on user intent, improving targeting accuracy and maintaining compliance at scale 
  • More personalization with less effort – now you can use CRM data to build dynamic, personalized messages and automated journeys that adapt to customer behavior in real time 
  • Streamlined workflow automation – where you can trigger follow‑ups, route responses, and handle two‑way conversations, all within native workflow builders thus reducing manual effort and ensuring consistent customer engagement. 

Real‑Time People Insights for Context-Driven Decisions

Real-time data streams for the People module are available. Instead of waiting for batch exports, you can now access context-rich event data – including IDs, attribute snapshots and actor details – the moment it happens.

Managed entirely through the Subscription Management Portal, these standardized payloads simplify your workflow, enable more accurate customer timelines, reduce integration overhead, and power more responsive customer experiences.

Key benefits for you are: 

  • Inclusion of all key details in each event – from IDs, to names, attribute snapshots, timestamps, and actor details 
  • Simplified and more accurate analytics, automation, and integration workflows via single, unified schema 
  • Analytics enablement where each event contains a full snapshot of who, what, when, and context enabling more accurate customer timelines, and ML-driven insights 
  • Faster integration due to standardized payloads reducing mapping, transformation, and maintenance work for developers and analysts 

Stay tuned for what’s next!

The fourth quarter marks the conclusion of our updates for 2025. These Q4 enhancements build directly on previous releases, all of which have been focused on simplifying your customer communication, supporting your business growth, and enabling you to engage more customers with greater speed and efficiency.

Throughout the year, our updates have centered on making it easier for you to connect with your audience, streamline your processes, and drive better outcomes for your organization.  

Visit the Product Updates Hub for a quick overview of the past quarterly updates and stay tuned for what’s coming next, starting with Q1 2026.  

See you in April 2026!