Report Overview

Juniper Research’s latest A2P (Application to Person) Messaging research provides a comprehensive analysis of the business messaging ecosystem; assessing opportunities across established and emerging technologies including SMS, RCS and OTT Business Messaging.

Our research provides an evaluation of future operator opportunities from SMS and RCS technologies and forecasts the continuing loss to fraudulent traffic on operators’ messaging revenue.

This research suite includes:

  • Deep Dive Strategy & Competition (PDF)
  • 5-Year Deep Dive Data & Forecasting (PDF)
  • Executive Summary & Core Findings (PDF)
  • 12 months' access to harvest online data platform
Key Market Statistics
Market size in 2020: $150m
Market size in 2025: $3.1bn
2020 to 2025 CAGR: 83.39%

  Buy Full Research Suite - Immediate access to all the above only £3750.


Key Features

  • Market Landscape & Trends Assessment: Extensive analysis of the market and the role competing technologies will play in the development of the market, including:
    • RCS (Rich Communications Suite)
    • OTT (Over-the-Top) messaging applications
  • Vendor Positioning Index: 20 leading SMS Firewall Providers assessed according to agility, innovation, and presence in the industry.
  • Sector Analysis: Analysis of 9 key sectors, including evaluation of the addressable market and primary use cases for:
    • Advertising
    • Banking
    • Content Payments
    • Government & Public Services
    • Healthcare
    • Hospitality and Travel & Tourism
    • Operator Engagement
    • Retail
    • Ticketing
  • Benchmark Industry Forecasts: Juniper Research’s 5-year forecasts provide a comprehensive view of the future of the A2P messaging ecosystem. These include operator revenue from SMS and RCS messaging traffic, aligned with the potential loss of operator revenue owing to the OTT Business Messaging platform. These forecasts cover 8 global key regions and 19 key country markets:
    • Brazil
    • Canada
    • China
    • Croatia
    • Czech Republic
    • France
    • Germany
    • India
    • Italy
    • Japan
    • Poland
    • Russia
    • Saudi Arabia
    • Singapore
    • South Africa
    • South Korea
    • Spain
    • UK
    • US
  • Interviews with leading players across the value chain, including:
    • BICS
    • Comviva
    • GMS
    • Infobip
    • Interop Technologies
    • Kaleyra
    • Mavenir Systems
    • mGage
    • Mitto
    • OpenMarket
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
  • Juniper Research Leaderboard: 19 leading messaging platform and hub vendors compared, scored, and positioned on the Juniper Research Leaderboard.

Key Questions Answered

  1. What is the size of the opportunity for each messaging technology over the next 5 years?
  2. What is the future outlook for RCS within the A2P mobile messaging ecosystem?
  3. Which mobile messaging platforms are leading the A2P market in 2020?
  4. Which strategies will enable market players to capitalise on future mobile messaging revenue?
  5. How can key stakeholders minimise fraudulent messaging activity?

Companies Referenced

Interviewed: BICS,, Comviva, Infobip, Interop Technologies, Kaleyra, Mavenir Systems, mGage, Mitto, OpenMarket, Route Mobile, Sinch, Syniverse, Tata Communications.

Case Studied: (Collaboration between) MEF, Mobile UK, UK Finance and the NCSC.

Included in Juniper Research Innovation Index: Adaptive Mobile, AMD Telecom, BICS, BroadNet Technologies, Comviva, Infobip, Mavenir, Melrose Labs, Mitto, Mobileum, Monty Mobile, Openmind Networks, Proofpoint, Route Mobile, Sinch, Sparkle, Syniverse, Tanla Solutions, Tata Communications, TeleOSS.

Included in Juniper Research Leaderboard: BICS,, Comviva, GMS, IMImobile, Infobip, Interop Technologies, Kaleyra, Mavenir Systems, MessageBird, mGage, Mitto, OpenMarket, Route Mobile, Sinch, Syniverse, Tata Communications, tyntec, Vonage.

Mentioned:  AA, ABN, Accel, ACL, ACTITO, AfroSaude, AFS (Arab Financial Services), AH to Go, Air Asia, Air France – KLM, Airtel, Airwide Solutions, Al Rayan Bank, Alfa-Bank Kazakhstan, Alibaba, Allo, Altiostar, Amber Alert, Amdocs, AMRO Bank, Android, Apollo Hospitals, Apple, Aquto, Aramex, ArmenTel, Asia Insurance 1950, Aspire Technology, AT&T, Atomico, Auth0, AWS, AXA, Axiata, Azerfon, Banca Transilvania, Belgacom ICS (International Communication Services), Best Buy, Bharti Telesoft, BlaBlaCar, BMW, Bocconi,, Bouygues Energies & Services, Brno, Brocade Communication Systems, BT, Buc Mobile, Bukalapak, Buongiorno SMS, BYJU’s, Capitec Bank, CarDekho, Centrica, Chatfuel,, China Telecom Global, Cisco Systems, CitNOW, Citrus, Cloudmark, COMFY, Commify, Crunch, CTI Africa, CTIA (Cellular Telecommunications Industry Association), CX Company, Dahmakan, Daraz, Dell Technologies,  Deutsche Telecom, DHL, Digital Bold, Digitel, DISH Network, DocPlanner Group, Doctolib, Domino’s,, Du, Dudley Metropolitan Borough Council, DVLA,, Eastman Kodak, Ebury, Econet Wireless, Emerging Threats, Emirates, Enel-X, ESSAR, Etam, Etisalat, Euroconsumers, EVA, Everbridge, Facebook, FCC (Federal Communications Commission), Fiat Chrysler Automobiles, FireLayers, Firetext, FNB (First National Bank), Fokker, Fonix Interactive, Foodor, Future of Voice, Gamigo, General Datatech, General Motors, Geocell, German Red Cross, Getronics PinkRoccade Civility, GigCapital, Global Ticket, Golan Telecom, Goodman Networks, Google, Grameenphone, GSMA, GTBank, Healthcare Communications, Heineken, Hermes, Hertfordshire Partnership University NHS Foundation Trust, HeyHi, HF Group, HGC Global Communications Limited, Highside Telecom, HMRC, Huawei, HubSpot, Hutch, Hyundai, ICICI Bank, iCore Networks, Idea Cellular, IHG, Ikea, Impact Mobile, Indosat Ooerdoo, Insung Information, Italian Red Cross, ITU T (International Telecommunication Union), Jazz, Jibe Mobile, Johnson & Johnson, Kakao, Leadsquared, Leanpay, Lebara Mobile, LendingPoint, Levi’s, LINE, liveClinic, Magento, Mahindra Group, Marham, Mastercard, medGo, MediaMarkt, MEF (Mobile Ecosystem Forum), Mepal, Merrill Corp, Meta Networks, METRO Cash & Carry, MHP (Mironivsky Hliboproduct), Microsoft, Mitel, MMA (Mobile Marketing Association), Mobey Forum, MobiFone Vietnam, Mobile Marketing Association, Mobile UK, Mollie SMS, Monaco Telecom, Mphasis,  mPulse Mobile, MTD Products, MTI Mobile, MTN, MUGLER, Mukuru, myElefant, NCSC (National Cyber Security Centre), Nederlandse Loterij, Neff Corp, NEOS Travel, New York Stock Exchange, New10, NewVoiceMedia, Nexmo, Next, Next Education, NHS, Nickel, NLB Banka, Nyenrode Business Universiteit, O2, ObserveIT, Olivetti, One Africa Network, Onecom, Ooredoo Global Services, OpenCart, OpenSooq, Optimus Digital, Oracle, Orange, ORPC (Open RAN Policy Coalition, , Paidy, Panasonic, Papa John’s Pizza, Parcelforce, Parkmobile, Parloa, Paylogic, Paym, PensionBee, Pfizer, Plick Financial Services, POST Cyberforce, POST Luxembourg, Practo, Prestashop, Proximus, PWC, Raiffeisen Bank, RAM Tracking, Randstad, Ranzure, Rapido, RealNetworks, Red Bus, Red je Pakketje, Remitly,  RINA (The Rural Independent Network Alliance), Roadmap, Robi, RoKiT Williams Racing, Roshan, Rostrvm, RTL Media & Entertainment, Safaricom, SalesForce, Samsung, SAP, SAP Digital Interconnect, Sberbank, Selligent, Senati, ShoeBeDo, Shopify, SimpleSignal, SK Telecom, SMART Africa Alliance, SMSCity, SnappCar, Sngular, Socialware, Solutions Infini, Sorenson Communications, Spotify, Spoton Logistics, Standard Bank, Stoke, SugarCRM, SUMOTEXT Corporation, Sunwave Communications, Swisscom, Symsoft,, TanTan, Tech Mahindra, Teleena, Telefonica, Telegram, Telesphere Networks, Tele-Town Hall, TelServ, Tembec Corp, Thales, The Defence Works, Ticket One, T-Mobile , TNW (The Next Web),  TokBox,  TokBox,  Transcosmos Research & Development Inc,  TTN,  Turkcell,  Twilio, Twitter, TWW,  Uber, Ubiquity, UK Finance, UKRSIBBANK, Ulticom, Unilever, University of California, University of Technology, University of Wisconsin, University of Zagreb, US Naval Academy, US Navy, Vauxhall, Verisure, Viber, Vinted, Virgin Trains, Vivial, VMware, Vocalocity, Vodafone, Volpy, VTB Bank, Vtiger CRM, VvAA Groep BV, Walgreens, Warby Parker, Wavy, WeChat, WeFarm, Welthungerhilfe, WhatsApp, WHO (World Health Organisation), Wombat Security Technologies, WooCommerce, WordPress, Wurth, Xenioo, Xura, Y Combinator,  Yousign, Zalo, Zapier, Zoho, Zomato.

Data & Interactive Forecast

Juniper Research’s A2P Messaging forecast suite includes:
  • A2P SMS & RCS Business Messaging segment splits, including:
    • Advertising
    • Banking
    • Content Payments
    • Healthcare
    • Operator Engagement
    • Retail
    • Ticketing
  • OTT Business Messaging segment splits, including:
    • Advertising
    • Banking
    • Content Payments
    • Healthcare
    • Retail
    • Ticketing
  • Access to the full set of forecast data of 142 tables and over 28,100 data points.
  • Interactive Excel Scenario tool allowing the user the ability to manipulate Juniper Research’s data for 5 metrics.

Geographical splits: 19 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

Forecast Summary

Juniper Research believes that operator revenue from SMS business traffic will reach $50 billion in 2025; increasing from $39.6 billion in 2020. This represents an overall growth of 26%; driven by the reduction in illegitimate traffic due to the implementation of SMS firewalls.
  • Fraudulent traffic will decrease by 75% over the forecast period, from 539 billion messages in 2020 to 138 billion in 2025. Operators will experience significant benefits as traffic delivered over legitimate channels increases, with operator revenue lost to illegitimate channels drastically reducing from $5.8 billion in 2020 to $1.2 billion in 2025.
  • North America will witness the most significant decline in illegitimate traffic, with volumes decreasing from 178.4 billion in 2020 to 1 billion in 2025. This extraordinary drop will be driven by widespread firewall adoption by operators in North America, who are keen to offset falling voice revenues.
  • Juniper Research posits that machine learning will be crucial to combatting fraud; enabling network operators to compete with the constantly evolving tactics of malevolent players. SMS firewall vendors must implement machine learning techniques to detect new fraudulent tactics, or they risk losing market share to more technologically adept vendors.

A2P Messaging Full Research Suite


Full Research Suite

  • Executive summary & core findings report (pdf)
  • Deep dive strategy & competition report (pdf)
  • Market data, forecasts and analysis report (pdf)
  • Market data, forecasts and interactivity (xls)
  • harvest market data platform (12 months’ online access) -  find out more

Click here for more information and purchase options

Annual Service




Research Details

Juniper Research
Scarlett Woodford
Operators & Providers
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Brazil, Canada, China, Croatia, Czech Republic, France, Germany, India, Italy, Japan, South Korea, Poland, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, UK, USA