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 stakeholders and in-depth strategic recommendations for key stakeholders, including mobile operators, messaging platform providers and OTT (over-the-top) messaging application players.

The report also provides a regional evaluation of mobile messaging ecosystems and key player benchmarking in the Juniper Research Competitor Leaderboard.

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

  • 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)
  • 12 months’ access to harvest online data platform
Key Market Statistics
Market size in 2021: $180.6bn
Market size in 2025: $193.4n
2021 to 2025 CAGR: 4.13%

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Key Features

  • Ecosystem Evaluation: An assessment of the mobile messaging market, including an outline of current challenges and opportunities that are facing stakeholders.
  • Key Stakeholder Recommendations: An analysis of the current market situation from the perspective of stakeholders. These stakeholders include network operators, messaging platform providers and OTT messaging application players.
  • Regional Technological Impact Assessment: An impact analysis across 8 key global regions of technologies; using measures such as:
    • Annual Handset RCS Traffic
    • Annual Handset SMS Traffic
    • Mobile Social Media Messaging Traffic
    • Mobile Subscriber Penetration
    • OTT Messaging App Usage
    • Smartphone Penetration
    • Total Revenue
  • Juniper Research Leaderboard: Key player capability and capacity assessment of 20 mobile messaging platform providers, including:
    • BICS
    • Clickatell
    • Comviva
    • GMS
    • imimobile
    • Infobip
    • Interop Technologies
    • Kaleyra
    • LINK Mobility
    • Mavenir Systems
    • MessageBird
    • Mitto
    • Ribbon Communications
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
    • Twilio
    • tyntec
  • Interviews with 14 leading platform providers, including:
    • Clickatell
    • Comviva
    • GMS
    • imimobile
    • Infobip
    • Interop Technologies
    • Kaleyra
    • LINK Mobility
    • Mitto
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
  • Benchmark Forecasts: 5-year forecasts are provided for mobile messaging services, including chatbots, email, instant messaging, MMS, mobile social media messaging, RCS and SMS, including adoption, traffic, and revenue.

Key Questions Answered

  1. How much will the mobile messaging market be worth by 2025?
  2. What impact has the COVID-19 pandemic had on the mobile messaging market?
  3. Which mobile messaging platform providers are leading the market in 2021?
  4. What is the future market outlook for RCS?
  5. What impact will CPaaS offerings have on mobile messaging?

Companies Referenced

Interviewed: Clickatell,, Comviva, GMS, imimobile, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mitto, Route Mobile, Sinch, Syniverse, Tata Communications.
Included in Juniper Research Leaderboard: BICS, Clickatell,, Comviva, GMS, imimobile, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mavenir Systems, MessageBird, Mitto, Ribbon Communications, Route Mobile, Sinch, Syniverse, Tata Communications, Twilio, tyntec.
Mentioned: 9Mobile, AA, ABC, ABN AMRO Bank, Absa Group, ACL Mobile, ACTITO, AFS (Arab Financial Services), AH Tap to Go, Air Asia, Air France-KLM, Airbnb, Airtel, AiRXOS, Aldeamo, Alfa-Bank Kazakhstan, Allianz, Allied Bank, Allo, Amazon, Amber Alert, AMM, Amphia Hospitals, Anam, Apollo Hospitals, Apple, Archynet, Arirang Information Technology Exchange Company, ArmenTel, Asia Insurance 1950, AT&T, ATIS (the Alliance for Telecommunications Industry Solutions), Atlas Communications, Authy, Avea, AXA, Axiata, Azerfon, Banca Intesa, Bancontact, Barclays, BBIX Inc, Be My Eyes, Beacon Telecom, Beeline, Bell Wireless, Best Buy, Best Western, BGL Group, Bharti Airtel, Bharti Telesoft, BlaBlaCar, Bloomberg, Blue Apron, BMW, BNP Paribas,, BSNL Mobile, BT, Bukalapak, Bumble, Capitec Bank, CarDekho, Celcom, Cellusys, Centrica,, Chime, China Mobile, China Telecom, China Unicom, CipherHealth, Cisco, Citrus, Clarins, Claro, Coca-Cola, Cognizant, Columbus Telephone, Comfone, COMFY, Comvision, Conneaut Telephone, Conversation24, Cordial, Cover, CPA FERRERE, Crédit Agricole, CRM, CTIA, CX Company, Dahmakan, Daraz, Datora, De Tune, Deliveroo, Dell, Deloitte, Deutsche Telekom, DHL, Didimo, Digital Bold, Digitel, DinarPAY, DISH Networks, DNB Nor, Docway, Domino’s, Doximity, Dream Interactive, du,, eBay, Econet Wireless, EE, Eitsalat, Emirates, Ericsson, ESSAR, Estée Lauder, Etam, Eurowings, EVA, Evawin, Everbridge, Experian, EZ Cater, Facebook, Fastweb, Fido, FNB (First National Bank), Fokker, Foodora, Fujitsu, Future of Voice, Gamigo, Gartner, GE Aviation, General Motors, Geocell, Glo Mobile, Global Messaging Solutions, Global Ticket, Globalmouth, GO Movement, Golan Telecom, Google, Grab, Grameenphone, Grindr, GRNet, GSMA, GTBank, Hay Systems, HDFC, Healthcare at Home, Heineken, Helsenorge Norway, HF Group, Hinge, Horisen Messaging, Houseparty, Huawei, HubSpot, Hulu, Hutch, Hyundai, IBM, ICICI Bank, Idea Cellular, iDeal, IHG, IKEA,  IMDb, Indosat Ooerdoo, Innova, Instacart, Instagram, Inteliquent, Intuit, Inwave, ISS, Jazz, Johnson & Johnson, JT Group, JustPark, Jysk, Kakao Talk, KDDI, King’s College Hospital, Kroger, KT, Kurento, Labyrintti Group, Leadsquared, Leanpay, Lebara Mobile, LensDirect, Levi’s, LG Uplus, LinkedIn, Linus AS, Lyft,  Macy’s, Magento, Magneto, Magyar Telekom, Mangyongdae Information Technology Corporation, Marham, MarketingPlatform, Marketspark, Marks & Spencer, Mastercard, Match, MathWorks, McKinsey & Company, medGo, MediaMarkt, Megafon, Mepal, Mercedes-Benz, METRO Cash & Carry, mGage, MHP (Mironivsky Hliboproduct), Microsoft, Mitel, MobiFone, Mobileum, Monaco Telecom, MoneyPenny, Morgan Stanley, Movistar, Mphasis, MTNL, MTS, Mukuru, Multwizz, myElefant, Nederlandse Loterij, Nespresso, Netmessage, Nets, Netsize, Next, NextDoor, Nextel, NHS, Nickel, NLB Banka, NodeWeaver, Novant Health, Novum Networks, NTT DOCOMO, NuWave, O2, OEP (One Equity Partners), Oi, OKCupid, Old Mutual, OneSupport, Ooredoo, OpenCart, OpenMarket, OpenSooq, Optimus Digital, Oracle, Orange, Panasonic, Papa John’s Pizza, Parcelforce, Parkmobile, Parloa, PayPal, PayPlaza, Personal, Pfizer, PIVOT, Plenty of Fish, Polkomtel, POST Cyberforce, Postnord, Prestashop, Proximu, Pure IP, QVC, R&R Managed Telecom Services, Raiffeisen Bank, Rakuten Viber, Randstad, Ranzure, Rapido, Red Cross, Red je Pakketje, Reliance Jio, Robi,, Rogers, RTL Media & Entertainment, Salesforce, Samsung, SAP, Sberbank, Schomp, Sears, SeeMe, Segment, Selligent, Senati, SendGrid Inc, Sequoia, SFR, Shift Conference, ShoeBeDo, Shopify, Simple SMS, SingTel, SingTel Optus, SK Telekom, Skoda Auto, Skype, Slack, Slovak Telekom, Smava,, SMSAPI, SnappCar, SoftBank, Sonetel, Soprano Design Ltd, Spot-Hit, Spotify, Sprint, Standard Bank, StarHub, Sterling Bank Plc, Stoke, Stripe, SugarCRM, SurfNet, SurveyMonkey, Sweetwater, Swisscom,, TanTan, Tech Mahindra, Telcel, Telecom Italia, Telecom NZ, Télécoms Sans Frontières, TeleDNA, Telefónica, Telegram, Telekom Albania, Telekom Romania, Telenor, Telia , Telkomsel, Telstra, TelstraClear, Telus, TeraComm Group, TextLocal, TikTok, TIM, Tinder, Tismi, T‑Mobile, TNW (The Next Web), Totalconnect, TourRadar, Toyota, Tracfone, TransUnion, Trieste, TTN, TUI, Turkcell, Twitch, Twitter, TWW, Uber, UKRSIBBANK, Ulticom, Unilever, United Airlines, UniVoIP, Vail Resorts, Vauxhall, Verizon, Vianett, Viber, Vimpelcom, Visa, Vivo, Vodacom, Vodafone, VoiceCom, Volpy, VTB Bank, Vtiger CRM, VTR, Walgreens, Wavy, WebEngage, WebSMS, WeChat, WeFarm, Welthungerhilfe, WeWork, Whatever Mobile, WhatsApp, Wireless Factory ApS, WooCommerce, WordPress, Wurth, Xenioo, XL, Xura, Yelp, Yousign, Ytica, Zalo, Zapier, Zendesk, Zillow Group, Zipcar, Zocdoc, Zoho, Zomato, Zoom.

Data & Interactive Forecast

Juniper Research’s Mobile Messaging forecast suite includes:
  • Adoption & revenue forecasts for messaging services including:
    • Instant Messaging
    • Messaging Chatbots
    • MMS: P2P
    • RCS: A2P & P2P
    • SMS: A2P & P2P
  • Adoption and usage forecasts for the following services:
    • Email
    • Mobile Social Media Messaging
  • Access to the full set of forecast data of over 260 tables and more than 62,000 datapoints.
  • Interactive Excel Scenario tool allowing users the ability to manipulate Juniper Research’s data for 5 different metrics.

Geographical splits: 28 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 forecasts that global operator-led mobile messaging revenue will increase from $87 billion in 2020 to $88 billion in 2025. However, SMS messaging, a long-established revenue source for operators, will fall from $66 billion in 2020 to $61 billion by 2025; owing to declining P2P traffic.
  • In response, operators will need to accelerate investment into rich media technologies to offset the loss of SMS revenue over the next five years. Operators will capitalise on premium pricing and advanced anti-fraud standards over these messaging channels to accomplish this.
  • Operators will take advantage of the growing interest in omnichannel strategies to foster increased investment in rich media messaging standards, including RCS and MMS.
  • Messaging platforms must emulate the market in the US, where the country is anticipated to account for 54% of global MMS and RCS traffic globally by 2025. The ability of messaging platforms in the US to offer a comprehensive portfolio of messaging products enables enterprises to leverage rich media messaging for high-value marketing use cases. Conversely, low-cost services, such as SMS, can still be used for simple use cases, such as one-time passwords.
  • Additionally, the ability of RCS to authenticate enterprises directly will provide more efficient anti-fraud detection and mitigation of mobile business messaging traffic over established SMS traffic analysis.
  • Authenticating the source of messaging traffic via RCS is far more efficient at eliminating fraudulent traffic routes than traditional firewalls; however, RCS traffic must still be monitored for malicious and unwanted content. A failure to do so will diminish the value of rich media messaging services in the future.

Mobile Messaging 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

How big is the SMS messaging market?
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What are the trends in the mobile messaging market?

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
Argentina, Australia, Brazil, Canada, China, Colombia, Croatia, Czech Republic, Denmark, France, Germany, India, Italy, Japan, South Korea, Mexico, Netherlands, Norway, Poland, Portugal, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, UK, USA