Infobip, an AI-first global cloud communication platform, has released its Messaging Trends Report 2026, highlighting a significant shift toward AI-driven and conversational customer engagement. The report is based on an analysis of over 3.8 trillion messages globally over the past 20 years and 628 billion messages in 2025.
Key Findings for India
In India, RCS (Rich Communication Services) interactions grew by 70%, with the user base reaching 550 million. WhatsApp also saw a 20% growth, reinforcing its role as a high-volume, engagement-driven channel. The APAC region continues to lead in messaging growth, with annual messaging volumes doubling from 51% in 2024 to 106% in 2025.
Industries Driving RCS Adoption
Marketing and advertising led RCS adoption in India with a staggering 2907% increase, followed by retail and eCommerce, finance and fintech, and real estate. This indicates a growing preference for richer, more secure messaging formats. WhatsApp also saw significant growth in marketing and advertising (1647%), along with technology, software, healthcare, and fitness sectors.
Expert Insight
Paritosh Gandhi, Director of AI Consulting and Strategic Partnerships at Infobip, commented, "India continues to influence global messaging trends at a scale few markets can match. As businesses embrace more secure, interactive, and experience-led communication, channels like WhatsApp and RCS are playing an increasingly important role in the evolution of customer engagement." He noted that WhatsApp grew 314% between 2021 and 2025, while RCS expands its strategic role in richer, more trusted brand communication.
AI and Future Trends
The report highlights a continued shift toward conversational channels in India, with AI adoption advancing beyond chatbots and automation to agent-to-agent communication. Infobip's AgentOS marks the early stage of this next phase in enterprise AI.
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