Infobip Analyst Summit Highlights: What’s Next for CPaaS and Messaging?
The mobile messaging landscape is undergoing a transformation. Brands are rethinking how they use messaging channels, driven by a clear shift in consumer expectations: people don’t just want messages: they want conversations. In response, the market is stepping up, rolling out technology that enables more interactive, real-time engagement across a growing range of use cases.
This evolution is also reshaping the role of Communications Platform-as-a-Service (CPaaS) providers. No longer just the pipes behind the messages, they’re now positioning themselves as strategic partners, offering customer interaction tools that support the full customer journey; from first contact to long-term loyalty.
At last week’s Infobip Industry Analyst Summit, Ivan Ostojić, Chief Business Officer at Infobip, spotlighted three major trends driving this shift in both market demand and supply. In this piece, we’ll unpack those trends and share our perspective on what they mean for the future of mobile messaging.
Source: Molly Gatford
The Conversational Messaging Boom
One of the biggest trends highlighted by Ivan Ostojić was the rising consumer preference for interacting with brands through messaging; not just receiving updates, but having real, two-way conversations. This surge in conversational messaging is fuelling the adoption of more interactive channels, such as over-the-top (OTT) messaging apps and Rich Communication Services (RCS) business messaging.
Enterprises are increasingly turning to these channels not only for customer support, but also to drive sales and marketing; transforming messaging into a powerful, multi-functional engagement tool.
We’ve seen this shift firsthand in our own research. In our latest CPaaS report, we project a significant rise in the number of OTT and RCS business messages delivered via CPaaS platforms - a nearly 200% growth over the next five years. As conversational interactions become the norm, this growth will be driven by brands meeting consumers where they want to engage: in chat.
The chart below illustrates just how quickly this transformation is unfolding.
Total OTT & RCS Business Messages Delivered by CPaaS Platforms Globally (m), 2025-2029
Source: Juniper Research
Messaging Apps Are Becoming Superapps
OTT messaging apps and Google’s RCS are rapidly evolving to meet rising demand for conversational messaging. These platforms are becoming more like superapps, adding rich features that support a wider range of use cases; from shopping and payments to booking appointments and finding locations.
Superapps like WeChat have long led the way by offering a single destination for messaging, payments, eCommerce and more. Ivan Ostojić highlighted that apps like WhatsApp are moving in this direction, with added functionality including payments, calendars, maps, carousels, and deeper integrations. This shift is enabling enterprises to build more advanced, interactive customer journeys directly within these apps.
But why does it matter if messaging apps become superapps?
Because the more functionality these platforms offer, the more opportunities brands have to meet customers where they are, and deliver seamless, end-to-end experiences. The rise of superapps reflects not only the growing popularity of conversational messaging, but also broader shifts in how consumers behave online and what they expect from digital interactions.
Beyond two-way chat, we’ve identified two additional trends fuelling this evolution:
- Personalised experiences - Consumers now expect every interaction to be tailored — whether it’s a product recommendation, special offer, or follow-up message. OTT messaging platforms are enabling this by making it easier to deliver personalised, data-driven content within the conversation itself.
- Instant, interactive purchases - Shoppers are increasingly looking for convenience. Features like click-to-chat and in-app payments allow brands to remove friction, making it possible to browse and buy in one fluid experience.
These shifts come at a time when many traditional marketing channels, like email, are becoming overcrowded. To cut through the noise, marketing teams are turning to messaging; not just for support or alerts, but as a high-impact engagement channel. In our own work, we've observed a growing share of CPaaS demand coming from marketing departments, and we expect marketing-led use cases to be a major driver of CPaaS revenue in the coming years.
Retail and eCommerce brands are expected to lead the way, experimenting with new messaging features to better connect with their customers. CPaaS providers, in turn, must ensure they’re offering tools that simplify and enhance this process; from automating template creation to supporting advanced use cases through value-added services.
Generative AI’s Growing Role in Customer Engagement Strategy
Generative AI is no longer just a buzzword; it’s becoming a foundational part of how brands connect with customers. As Ivan Ostojić pointed out, AI tools are being used to power chatbots and virtual agents, enhance human interactions, support marketing campaigns, and even help prevent fraud.
At Juniper Research, we’re closely monitoring this shift. In fact, we expect generative AI to be a key driver behind the projected 110% growth in conversational AI service revenue between 2025 and 2029.
Total Conversational AI Services Revenue ($m), 2025–2029
Source: Juniper Research
Tools like ChatGPT have already changed how users interact online. For many consumers, AI-powered chat has become a natural part of daily life. These tools haven’t just responded to demand for conversational experiences; they’ve created it. In turn, AI vendors are ramping up efforts to bring even more advanced models into the enterprise space.
Over the past year, we’ve seen a significant expansion in the range of generative AI models available, many of which are tailored to specific enterprise needs. This is helping to bring costs down while making the technology more accessible. Meanwhile, building and deploying chatbots has become increasingly self-service; opening the door for more companies to experiment with conversational AI, even without deep technical expertise.
Still, we believe the true potential of generative AI in customer engagement has yet to be fully realised. While there’s no shortage of imagination in how vendors are applying these tools, many enterprises are still grappling with how to measure real impact, from increased engagement to more efficient support.
Once the industry has more proven ROI metrics and high-profile success stories, though, we expect adoption to accelerate rapidly. Enterprises will no longer just be experimenting; they’ll be investing.
Juniper Research would like to thank the Infobip team for inviting us to this year's Infobip Industry Analyst Summit; and a special thanks to Hannah Kirkman and Marlies Roest for organising such a great event.
Molly is a Senior Research Analyst at Juniper Research, providing insight, data, and recommendations for established and future markets within the telecommunications sector. Her recent reports have covered topics including CPaaS, Conversational AI, and RCS Business Messaging.
Latest research, whitepapers & press releases
-
ReportSeptember 2025Fintech & Payments
Instant Payments Market: 2025-2030
Juniper Research’s Instant Payments research suite provides a wide-ranging and strategic analysis of this market; enabling stakeholders - from banks, infrastructure providers, regulators, and businesses - to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
Anti-money Laundering Systems Market: 2025-2030
Our AML Systems research suite provides a detailed and insightful analysis of this evolving market; enabling stakeholders from financial institutions, law enforcement agencies, regulatory bodies and technology vendors to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
A2A Payments Market: 2025-2030
Our A2A Payments research suite provides detailed analysis of this rapidly changing market; enabling A2A payments service providers to gain an understanding of key payment trends and challenges, potential growth opportunities, and the competitive environment.
VIEW -
ReportSeptember 2025Telecoms & Connectivity
Mobile Messaging Fraud Prevention Market: 2025-2030
Our Mobile Messaging Fraud Prevention research suite provides a detailed and insightful analysis of a market set for significant disruption over the next five years. It enables stakeholders from mobile operators, enterprises, and mobile messaging fraud prevention vendors to understand how the market for mobile messaging fraud will evolve, as well as the impact of AI, RCS, and the evolving competitive environment.
VIEW -
ReportSeptember 2025Sustainability & Smart Cities
Smart Grid Market: 2025-2030
Our cutting-edge Smart Grid research suite provides a comprehensive view of a market at the forefront of the global energy transition. It examines the major disruptions transforming the sector, from the integration of distributed energy resources and the rise of virtual power plants to the growing role of AI-driven intelligence and the mounting need for robust cyber security and compliance.
VIEW -
ReportSeptember 2025Fintech & Payments
eCommerce Payments Market: 2025-2030
Juniper Research’s eCommerce Payments research suite provides a comprehensive and insightful analysis of this market; enabling stakeholders, from eCommerce payment platform providers to merchants and payment service providers, to understand future growth, key trends, and the competitive environment.
VIEW
-
WhitepaperSeptember 2025Fintech & Payments
Core Banking Transformation - A Strategic Conversation with SAP Fioneer
Core banking transformation is no longer optional, as regulatory change, rising compliance costs, and shifting customer expectations make legacy systems unsustainable. Anna Koritz, Global Head of Transaction Banking at SAP Fioneer, shares how banks can overcome cultural and technical hurdles and why SAP Fioneer’s modular, cloud-ready approach enables confident modernisation.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
From Detection to Prevention: The Next Era of Anti-money Laundering
Our complimentary whitepaper, From Detection to Prevention: The Next Era of Anti-money Laundering, examines the state of the AML systems market; considering the impact that a changing regulatory environment and a growing number of use cases is having on the market. Additionally, it includes a forecast summary of the total value of the AML systems market in 2030.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
Ascending-to-Ailing: The Deceleration of A2A Adoption
Our complimentary whitepaper, Ascending-to-Ailing: The Deceleration of A2A Adoption, examines the state of the A2A payments market; considering the impact of this payment method and how it is shaping the modern payments landscape through lower fees and enriched user experience.
VIEW -
WhitepaperSeptember 2025Telecoms & Connectivity
RCS Fraud: Emerging Threats in Next-gen Messaging
Our complimentary whitepaper, RCS Fraud: Emerging Threats in Next-gen Messaging, examines the future of the messaging fraud prevention market, with a particular focus on the latest trends within RCS Business Messaging (RBM). Additionally, it includes a forecast summary of the total cost of fraud over RBM to subscribers in 2030.
VIEW -
WhitepaperSeptember 2025
Decentralising the Smart Grid: Opportunities & Challenges
Our complimentary whitepaper, Decentralising the Smart Grid: Opportunities & Challenges, explores how distributed energy resources, renewable integration, and virtual power plants are reshaping grid management.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
Going Glocal ~ Why Local Payment Methods Are Driving eCommerce
Our complimentary whitepaper, Going Glocal ~ Why Local Payment Methods Are Driving eCommerce, assesses how local payment methods are driving the increasing accessibility to eCommerce, and challenges to eCommerce growth.
VIEW
-
Fintech & Payments
AML Systems Market to Surpass $75 Billion by 2030 Globally, With LexisNexis Risk Solutions, Oracle, and Experian Leading the Defence
September 2025 -
Fintech & Payments
B2B Payments to Hit $224 Trillion by 2030 Globally, Driven by Emerging Market Expansion
September 2025 -
Fintech & Payments
A2A Transaction Value to Reach $195 Trillion in 2030 Globally, Driven by Advanced Value-added Services
September 2025 -
Telecoms & Connectivity
ReveNet: Operators Must Act to Restore Trust & Transparency to $55bn A2P SMS Ecosystem
September 2025 -
Telecoms & Connectivity
RCS Business Messaging Fraud to Cost Mobile Subscribers $4.3 Billion Globally Over the Next 5 Years
September 2025 -
Sustainability & Smart Cities
Smart Grids to Support 43% of Global Electricity Supply by 2030, Driven by Virtual Power Plants
September 2025