Report Overview

Juniper Research’s latest Mobile Messaging research provides a comprehensive analysis of the messaging ecosystem. It includes an assessment of the challenges facing the market and in-depth strategic recommendations for key stakeholders, including mobile operators, messaging platform providers and OTT (Over-the-Top) messaging application players. In addition, the report assesses 20 leading mobile messaging vendors in the latest iteration of the Juniper Research Competitor Leaderboard.

The research provides critical reading for stakeholders; offering in-depth evaluation of key technologies, including:

  • Chatbots
  • Email
  • IM (Instant Messaging)
  • MMS
  • Mobile Social Media Messaging
  • RCS
  • SMS
This research suite includes:
  • Market Trends & Strategies (PDF)
  • Competitor Leaderboard (PDF)
  • Market Data & Forecasting (PDF)
  • Market Sizing & Forecast Spreadsheet (Excel)
  • 12 Months’ Access to harvest Online Data Platform
Key Market Statistics
Market size in 2023: 1.9 trillion
Market size in 2027: 2.8 trillion
2023 to 2027 Growth: 45%

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Key Features

  • Future Market Outlook: An analysis of the current market situation from the perspective of stakeholders, including network operators, messaging platform providers and OTT messaging application players.
  • Regional Technological Impact Assessment: An impact analysis across 8 key global regions of messaging channels; using measures such as:
    • Annual Handset RCS Traffic
    • Annual Handset SMS Traffic
    • Mobile Social Media Messaging Traffic
    • Mobile Subscriber Penetration
    • OTT Messaging App Usage
  • Juniper Research Competitor Leaderboard: Key player capability and capacity assessment of 20 mobile messaging platform providers, including:
    • BICS
    • Cisco Webex
    • Clickatell
    • Comviva
    • GMS Worldwide
    • Infobip
    • Interop Technologies
    • Kaleyra
    • LINK Mobility
    • Mavenir Systems
    • MessageBird
    • Mitto
    • Monty Mobile
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
    • Twilio
    • Vonage
  • Benchmark Forecasts: 5-year forecasts are provided for mobile messaging services, including chatbots, email, IM, MMS, mobile social media messaging, RCS and SMS, including adoption, traffic, and revenue.
    • North America:
      • Canada, US
    • Latin America:
      • Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay
    • West Europe:
      • Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
    • Central & East Europe:
      • Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Turkey, Ukraine
    • Far East & China:
      • China, Hong Kong, Japan, South Korea
    • Indian Subcontinent:
      • Bangladesh, India, Nepal, Pakistan
    • Rest of Asia Pacific:
      • Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam
    • Africa & Middle East:
      • Algeria, Egypt, Israel, Kenya, Kuwait, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates

Key Questions Answered

  1. What will be the size of the mobile messaging market by 2027?
  2. Which mobile messaging platforms are leading the market today?
  3. What is the future of rich media messaging formats such as RCS and OTT business messaging?
  4. What impact will new Open APIs have on the provision of mobile messaging services?
  5. Which mobile messaging technologies will have the highest message frequency over the next four years?

Companies Referenced

Interviewed: BICS, Clickatell, Comviva, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mitto, Route Mobile, Syniverse.
Included in Juniper Research Competitor Leaderboard: BICS, Cisco Webex, Clickatell,, Comviva, GMS Worldwide, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mavenir Systems, MessageBird, Mitto, Monty Mobile, Route Mobile, Sinch, Syniverse, Tata Communications, Twilio, Vonage.
Mentioned: 3m Digital Networks Pvt Ltd, Able Device, ABN AMRO Bank, ACL Mobile, Adax, Adobe, AfroSaude, AFS (Arab Financial Services), Air Asia, Air France-KLM, Airbnb, Airtel, AiRXOS, Al Rayan Bank, Albert Heijn, Aldeamo, Alfa Orascom Telcom, Alfa-Bank Kazakhstan, Algolia, Allied Bank, Allo, Amazon, Amber Alert, American Red Cross, AmeriSave Mortgage, Apollo Hospitals, Apple, Appmiral, Aramex, ArmenTel (Beeline), Asia Insurance 1950, Associated Newspapers, AstraZeneca, AXA, Axiata, Azerfon, Banca Intesa San Paolo, Banca Transilvania, Bancontact, Batelco, Bessemer Venture Partners, Best Western, Bharti Airtel, BlaBlaCar, BMW,, BT, Building Blocks, Bukalapak, Burberry, Capitec, Carahsoft Technology Corp, CarDekho, CATEL, CBN (Central Bank of Nigeria), CDK Global, Chatfuel,, China Mobile, China Unicom Global, Cigna Health, Cisco, Cites Gestion, CitNOW, Citrus, Clixie, Coca-Cola, Comfone, COMFY, CPA FERRERE, Crédit Agricole, Crunch, CTI Africa, Curious Thing, CX Company, Dahmakan, Danfoss, Daraz, DataMix, Dataphiles, De Tune, Deliveroo, Dell, Dell'Oro, Deloitte, Deutsche Post, Deutsche Telekom, DHL, Dialogic, Digitel, DinarPAY, DNB Nor, DocPlanner Group, Doctolib, Doctor Anywhere, Domino’s,, DPD Group, Draper Fisher Jurveston, du,, eBay, Ebury, Econet Wireless, EE, Email on Acid, Emarsys, Emirates, Emirates College of Technology, ESSAR, Etisalat, Euroconsumers, Eurostar, EVA, Everbridge, Eversource, Evolve Anywhere, Evolve IP, Expresso, FKP Scorpio, Flipkart, FlySafair, Fokker, Foodora, French Government, Gamigo, General Motors, Geocell, Geva Group, Glassdoor, Global Ticket, GoDaddy, Golan Telecom, Google, Goosehead Insurance, Grameenphone, Greenpeace, GSMA, GTBank, HDFC,, Healthcare at Home, Heineken, Helsenorge Norway, Hewlett Packard Enterprise, HeyHi, HF Group, Hitachi America Ltd, Hotelbeds, Houzz, HR Owen, Huawei, Hubspot, Hulu, Hutch, Hutchison Telecom, Hyro, IBM, ICICI Bank, Idea, iDeal, IKEA, imowi, Imperial Logistics, Indosat Ooerdoo, Insung Information, Inteliquent, Interteleco International for Modern Communication Services, ISS, Jawwal, Jazz, JT Telecom,, Juniper Networks, JustPark, Jysk, Kakao, Leanpay, Lebara Mobile, LendingPoint, Lenovo, Levi’s, Linkedin, liveClinic, LLC, Lyft, Lynk, Magento, Mailgun, Mailjet, Manulife Singapore, Marham, Marks & Spencer, Masivan S.A.S, medGo, MediaMarkt, Meraki, MessengerPeople, Meta, METRO Cash & Carry, MHP, Michelin, Microsoft, Minu, Mi-Pay, Miro, Mob, MobiFone, Mobileum, Mphasis, MRM (M.R Messaging), MTD Products, MTN, Mukuru, Mux, myElefant, Netokracija, New10, Nexi, Next Education, Nickel, NLB Banka, NodeWeaver, Northeastern University, Norwegian Cruise Line, Norwegian Health Agency, Novartis, Novo Nordisk, NTT Docomo, O2, OEP (One Equity Partners), Office Depot, OLA, Onecom, OpenMarket, OpenSooq, Orange, Oxfam, Paidy, PalFish, Panasonic, Papa John’s Pizza, Parkmobile, Pathwire, Paylogic, Peerless Network, PensionBee, Pfizer, Pilas Networks, Plus, Postnord, Proximus, Radware, Raiffeisen Bank, Rakuten Viber, RAM Tracking, Randstad, Rapido, Red Hat, RedEye, Redpoint Venture, Remitly, Revolut, Richemont International, Roadmap, Robi,, RSPCA, Safaricom, Salesforce, Samsung, Santander, SAP Digital Interconnect, Sberbank, SecureAppbox, SEEN, Selligent, Senati, SendGrid, Sensational Systems, Shift Conference, ShoeBeDo, Shopify, Siemens, Smart, SnappCar, Sngular, Somtel, Spotify, Sprinklr Modern Care, Standard Bank, STC Kuwait, Sterling Bank Plc, Strands, SurveyMonkey, SWAN, Swisscom, Tangerine, TATA 1mg, Telegram, Tele-Town Hall, Terazo, Thales, The Financial Times, The Times Group, T-Mobile, TNW, TraceDock, Transcosmos Research & Development Inc, TravelSIM, Trellance, Trinity Mirror Group, TTN, Turkcell, Twistellar, Twitch, Twitter, TWW, Uber, UKRSIBBANK, Unilever, US Foods, US Telecom, Vertex Pharmaceuticals, Viber, Vietnamobile, Viettel, Vinted, Visa, Visionflex, VNPT Group, Vodafone, VoicePing, Volpy, VTB Bank, VvAA Groep BV, Wavy, WeFarm, Well Health Inc, Welthungerhilfe, WhatsApp, Wolters Kluwer, Wurth, Xenioo, Yelp, YOOX Net-a-porter, Yousign, Zain, Zalo, Zendesk, Zipcar, Zipwhip, Zomato, Zong 4G.

Data & Interactive Forecast

Juniper Research’s Mobile Messaging forecast suite includes:
  • Adoption and revenue forecasts for messaging services including:
    • IM
    • Messaging Chatbots
    • MMS: P2P
    • RCS Business Messaging
    • SMS: A2P & P2P
  • Adoption and usage forecasts for the following services:
    • Chatbots
    • Email
    • Mobile Social Media Messaging
  • Interactive Excel Scenario tool allowing users the ability to manipulate Juniper Research’s data for 5 different metrics.
Geographical splits: 60 countries
Number of tables: 240 tables
Number of datapoints: Over 107,000 datapoints

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 receive alerts 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 client’s ability to both understand a particular market and to integrate their own views into the model.

Forecast Summary

Operator business messaging traffic will reach 2.8 trillion messages by 2027, rising from 1.9 trillion in 2023. This growth of 45% over the next four years will be driven by RCS business messaging, which is anticipated to surpass 630 million messages by 2027; playing an increasingly important role in platform vendors’ business messaging revenue.
  • Juniper Research has released its latest Competitor Leaderboard for 2023.Underpinned by a robust scoring methodology and coupled with participantinterviews, the new Competitor Leaderboard ranked the top 20 leading mobile messaging platforms, using criteria such as the completeness of their solutions and their future business prospects.
  • The top 5 vendors for 2023:
  1. Infobip
  3. Vonage
  4. Route Mobile
  5. Sinch
  • All leading players scored well on the comprehensiveness of their platforms andtheir support for rich media technologies, most notably RCS.
  • Juniper Research warns that a potential new challenge is emerging in the form ofthe GSMA’s Open Gateway programme. This will enable the development of newauthentication services that could provide a low-cost alternative to SMS businessmessaging.
  • These emerging authentication services will provide direct competition toauthentication use cases, such as MFA (Multi-factor Authentication) and OTPs(One-time Passwords), causing the growth of SMS revenue for these messagingvendors to slow over the next four years. In turn, messaging vendors must developand monetise RCS messaging services that leverage the conversational nature ofthe technology to counter this slowing growth.
  • The importance of RCS in business messaging has never been higher. These leading vendors must promote RCS’ rich media capabilities to maintain revenue growth over messaging channels. 

Full Research Suite


Full Research Suite

  • Competitor leaderboard report (pdf)
  • Market trends & strategies 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

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Research FAQs

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Research Details

Juniper Research
Sam Barker, Elaine Rashbrook
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
Algeria, Argentina, Australia, Austria, Bangladesh, Belgium, Brazil, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Ecuador, Egypt, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, South Korea, Kuwait, Malaysia, Mexico, Nepal, Netherlands, New Zealand, Nigeria, Norway, Pakistan, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Thailand, Turkey, Ukraine, United Arab Emirates, UK, Uruguay, USA, Vietnam