Mobile Messaging Shift: AI and Rich Media Take Over
Mobile messaging is changing fast. Traditional tools like SMS are losing ground, making way for smarter, more interactive, and media-rich experiences. According to Juniper Research’s Mobile Messaging Tech Horizon 2025 report, the future belongs to new technologies that offer richer engagement and stronger security.
Why SMS and MMS Are Losing Their Edge
High costs and widespread fraud are pushing businesses away from SMS. The report is clear: A2P SMS will decline as a business messaging channel over the next five years. MMS isn’t faring any better. After a drop in North American traffic between 2023 and 2024, it’s unlikely MMS will make a comeback.
Three Mobile Messaging Technologies to Watch
So, what’s replacing these old-school methods? Juniper Research highlights three key technologies set to lead the charge in the next 12 months:
- RCS Business Messaging (RBM): Once limited by lack of iPhone support, RCS is finally gaining momentum as Apple adopts it. By 2025, two-thirds of mobile subscribers are expected to have RCS-enabled devices, making it a powerful channel for businesses seeking richer, interactive messaging.
- Number Verification: The old security code via SMS has proven vulnerable to fraud. The new approach uses direct verification APIs from network operators, offering a safer and smarter way to authenticate users.
- Conversational AI: Thanks to accessible cloud platforms, businesses can now deploy AI-powered chatbots that handle customer interactions smoothly. As richer channels like RCS grow, conversational AI will become vital for enhancing customer experience and easing the workload on human agents.
Smarter Engagement Technologies on the Rise
Beyond these three, several other technologies are gaining traction:
- OTT Business Messaging: Platforms like WhatsApp are booming with revenues growing over 50% in 2024 alone. Their ease of use and rich features make them top choices for customer communication.
- Generative AI: Moving past hype, generative AI is already delivering practical results. Its revenue in mobile messaging is projected to jump from $800 million in 2024 to more than $3.9 billion by 2026. It helps create natural-sounding chatbots and personalized marketing messages.
- Agentic AI: Still emerging, this advanced AI coordinates multiple systems to automate complex tasks—like writing a marketing message and figuring out the best time and audience to maximize impact.
- Customer Data Platforms (CDPs): To support hyper-personalized messaging on these new channels, businesses need real-time customer insights. CDPs are becoming essential for gathering and applying this data effectively.
Not Every Technology Hits the Mark
Some established tools haven’t kept pace. CRM platforms, while still useful, have stagnated in the messaging space. Sentiment Analysis Solutions that help chatbots interpret a user’s emotions have struggled to prove ROI, making them less appealing to smaller businesses.
Sticking with old-school SMS is no longer a smart strategy. Brands and customers communicate differently now, and success comes to those who adopt secure, engaging, and intelligent mobile messaging technologies.
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