The exchange of messages between companies and consumers has evolved with the arrival of RCS, that allows more multimedia resources, that are not supported in SMS, so that these brands engage more and attract more consumers. This is working in Brazil, according to the reportTendências de Mensagens 2025held annually by Infobip, global cloud communications platform, that recorded a growth of 371% in this technology just last year. Between RCS and other tools, like WhatsApp, Chatbots, SMS and emails, for example, media and entertainment companies increased the use of these resources by 14x, whether to display advertisements for your brands or sell a campaign to the client
The study, that was based on more than 530 billion mobile channel interactions on the Infobip platform around the world, apontou que o Brasil está entre os países que mais registraram crescimento na troca de mensagens em todos os tipos de plataformas na América Latina — com o RCS apresentando maior aumento. The use of digital channels for communication with customers has been driven by sectors such as Media and Entertainment, that increased 14 times, the Ministry of Finance and Fintechs, which rose 22% and Telecommunications, with a growth of 76%.
Around the world, the increase in RCS occurred mainly after September 2024, when Apple started to support the tool with the release of iOS 18. This was a global trend, and thanks to Apple's adherence, there was a 500% increase in global traffic. The tool has proven to be promising for various types of companies, because it is a reliable platform for communication between company and client, offering multimedia resources, like photos and videos, in addition to displaying authenticity to the brand, what makes the consumer more confident about what they are receiving as information, explain Caio Borges, Country Manager of Infobip. "In Brazil, RCS for Apple devices is expected to be available later this year, what should contribute to an even more significant increase in the tool that already had a boom in 2024.”
Many brands are going beyond simply experimenting with RCS as an additional channel for the customer to receive messages or make contact. Now, the tool is being fully incorporated into the communication strategies of companies. "As of finance", for example, they are seeing the success of collecting through this channel, because the return is more effective and the detailing of the debt is much better explored with more visual and reliable resources. Media and Entertainment can attract more audiences to platforms by displaying details and images that interact better, just like the telecommunications companies that sell more, they charge better or relate more effectively, detail Caio.
WhatsApp is also a tool that is only growing in Brazil as a channel for exchanging messages between customers and companies. It Goes by Bus, that sells transport top-ups in various cities, created a payment experience via PIX through WhatsApp. With this new feature, 98% of passengers opted for this payment method, with 85% being the conversion rate for payments in purchases through the app.
Besides the famous messaging app, another emerging technology has been highlighted in recent years within conversational commerce: Artificial Intelligence. Thanks to the improvement of this technology, the challenge is no longer to use it, since many companies have adopted chatbots, for example, but rather to apply it in an integrated way across various communication channels to create a cohesive shopping journey, explain Caio.
With the popularization of RCS, and chatbot resources, AI and messaging applications like WhatsApp, there is a constant growth in the conversational experiences market. Technology applications are becoming increasingly sophisticated, with companies looking to incorporate them into all their usage channels. Having multiple channels available to the customer is already a reality among many brands, but those that are standing out the most are precisely those that have these channels strategically synchronized to provide continuous experiences, consistent and high quality, закінчує
