Infobip Reports Fivefold Growth in RCS Adoption and Outlines Messaging Future at Enterprise Connect, Podcast

Enterprise Connect Podcast | Technology Reseller News

“RCS will bring rich messaging to 100% of the U.S. population — and it’s going to change the face of customer experience.” – Ivan Ostojic, Chief Business Officer, Infobip. Messaging is transforming — fast. At Enterprise Connect 2025, Infobip’s Chief Business Officer Ivan Ostojic joined Doug Green of Technology Reseller News to share key findings from the company’s latest research on global messaging trends and the rapidly accelerating adoption of RCS (Rich Communication Services) in North America.

According to Infobip’s data, RCS adoption increased fivefold in 2024, a leap Ostojic described as “historic” — and one with major implications for how businesses engage with customers. “North America has long lagged behind in rich messaging due to the limited adoption of WhatsApp,” said Ostojic. “But with Apple now supporting RCS and carriers onboard, we expect near-universal reach by the end of the year.”

Three Trends Colliding to Reshape CX
Ostojic highlighted three converging forces:

1. A Generational Shift in Preferences – Up to 90% of Gen Z prefers messaging over voice calls for business interactions.
2. Super Apps and Rich Channels – Messaging platforms now include app-like experiences, payment flows, and deep integrations.
3. Agentic AI – Natural language interfaces and AI agents are enabling hyper-personalized, real-time conversations.

Together, these trends position rich messaging channels as both a front-end interface for AI and a critical layer of the customer experience.

Commerce, Support, and Engagement Reimagined
Whether shopping, troubleshooting, or simply staying informed, Ostojic shared real-world examples of how RCS and rich messaging are redefining user journeys:

• A customer can request a product, receive personalized recommendations, complete a purchase, and pay — all within a single chat.
• Enterprises can route inquiries intelligently, escalating complex issues to live agents, all within the same channel.
• Healthcare and media organizations use messaging for ongoing engagement, from appointment reminders to interactive campaigns.

The Reality Gap: Messaging Maturity Still Low
Despite the tech’s potential, Infobip’s Conversational Maturity Index revealed a slower reality. Only 30% of companies are truly omnichannel, and just 10–15% use advanced conversational AI in customer-facing roles. “The technology is ready,” said Ostojic, “but most businesses are still in early phases of adoption.”

A Call to Action for Enterprises and the Channel
Ostojic advised organizations to be purposeful in deploying AI, starting with use cases that deliver clear ROI. He also emphasized a major opportunity for channel partners: to bring this technology to their customers, simplify integrations, and unlock new value streams.

Read the full RCS adoption report at:
🔗 Infobip: Fivefold Adoption of RCS in 2024

Learn more about Infobip’s enterprise messaging platform at www.infobip.com