Infobip Report Highlights Rise Of Omnichannel, RCS, And AI-Driven Communication
Infobip has released its Messaging Trends Report 2026, offering a comprehensive look at how business communication is evolving in an increasingly digital and connected world. Based on an analysis of 628 billion mobile interactions in 2025 and a historical dataset of 3.8 trillion messages over the past two decades, the report highlights a clear transition toward omnichannel, conversational, and AI-powered engagement.
The findings show that while SMS remains a key channel, accounting for 62% of messaging traffic, businesses are rapidly embracing more interactive and dynamic platforms. Today, nearly 98% of customer interactions span multiple channels, compared to just 27% ten years ago—signaling the near end of single-channel communication strategies.
A major driver of this shift is the growth of Rich Communication Services (RCS) and messaging apps. RCS traffic has tripled globally, with particularly strong growth in North America, Latin America, and Asia-Pacific. At the same time, WhatsApp continues to dominate the conversational space, accounting for 91% of all conversational AI interactions on the platform, reflecting a 25% year-on-year increase.
The report also points to the rise of Agentic AI, marking a new phase in customer engagement. Unlike traditional chatbots, these advanced AI systems are capable of autonomous, goal-oriented interactions, managing complex customer journeys and delivering highly personalized experiences across multiple touchpoints.
According to Ante Pamuković, the data underscores a fundamental shift in how brands connect with their audiences. He noted that the industry is moving away from simple notifications toward a diverse communication ecosystem, where businesses orchestrate conversations across platforms such as WhatsApp, RCS, email, and voice—powered increasingly by intelligent automation.
As digital transformation accelerates globally, the report concludes that the future of business messaging will be defined by seamless omnichannel integration, real-time conversational engagement, and AI-driven innovation, enabling brands to connect with customers more effectively than ever before.
