A2P SMS, RCS & OTT: What's the Outlook for 2024?
As we discuss in our latest research, A2P messaging has become an integral part of modern communication strategies, with SMS, RCS (Rich Communication Services), and OTT (Over-The-Top) platforms emerging as key channels in this dynamic landscape.
SMS, a ubiquitous and reliable communication tool, remains a cornerstone of A2P messaging. Its unparalleled reach and immediacy make it an ideal channel for businesses to engage with customers for notifications, alerts, and authentication. Despite the rise of newer technologies, SMS maintains its relevance due to its simplicity and widespread compatibility across devices.
RCS, an evolution beyond SMS, enriches A2P messaging by offering a more interactive and visually appealing experience. By supporting multimedia content, RCS enables businesses to create engaging conversations, fostering a more personalised and immersive customer experience – while its use of brand verification means consumers can trust that messages are being sent by brands, not fraudsters.
OTT platforms, such as WhatsApp, Telegram, and Facebook Messenger, have also emerged as crucial channels for A2P messaging. Like RCS, these platforms facilitate secure, multimedia-rich interactions. The widespread adoption of OTT messaging apps globally has made them indispensable for businesses seeking to connect with a diverse and tech-savvy audience.
A2P messaging has flourished thanks to the collaborative strengths of SMS, RCS, and OTT. Each channel brings unique strengths to the table, forming a comprehensive toolkit for businesses looking to build stronger relationships with their audience - an essential foundation for lasting loyalty and sustained business growth.
Source: Global A2P Messaging Market 2024-2028
Latest Press Release: Apple’s RCS Support to Grow RCS Business Messaging Revenue by 500% Globally in Two Years
Download the Whitepaper: Key Channels to Grow the A2P Messaging Market in 2024
Latest research, whitepapers & press releases
-
ReportJuly 2026Fintech & Payments
Jawad JahanPOS Market: 2026-2031Our Point of Sale (POS) Market research suite provides detailed and insightful analysis of this evolving market; enabling stakeholders - from POS hardware manufacturers, payment infrastructure providers, software developers, and hospitality and retail vendors - to understand future growth, key trends, and the competitive environment.
VIEW -
ReportJuly 2026Fintech & Payments
Shane O'SullivanDigital Travel Credential Market: 2026-2035Our Digital Travel Credential Market research suite provides detailed analysis of this rapidly changing market; allowing digital travel credential solution providers, regulatory bodies, border control authorities, airlines, and airport operators to gain a comprehensive understanding of key digital travel trends, implementation challenges, future growth opportunities, and the competitive environment.
VIEW -
ReportJuly 2026Fintech & Payments
Thomas WilsonNetwork Tokenisation Market: 2026-2031Our Network Tokenisation research suite provides a comprehensive and in-depth analysis of the ecosystem surrounding network tokenisation, enabling stakeholders such as merchants, payment gateways, token service providers and token requestors to understand future growth, key trends and the competitive environment.
VIEW -
ReportJuly 2026Telecoms & Connectivity
Alex WebbSponsored Roaming Competitor Leaderboard: 2026Our Sponsored Roaming Competitor Leaderboard 2026 delivers competitor benchmarking and analysis of 14 leading sponsored roaming vendors.
VIEW -
ReportJune 2026Telecoms & Connectivity
Ardit BallhysaRAN Vendors Competitor Leaderboard: 2026Our Radio Access Network (RAN) Vendor Competitor Leaderboard provides insightful analysis of a market that is experiencing significant change currently, and will continue to do so over the next five years.
VIEW -
ReportJune 2026Fintech & Payments
Michael GreenwoodChargeback Management Market: 2026-2031Our Chargeback Management research suite provides detailed analysis of this fast-changing market; allowing chargeback management providers to gain an understanding of key payment trends and challenges, potential growth opportunities, and the competitive environment.
VIEW
-
WhitepaperJuly 2026Fintech & Payments
Jawad JahanFrom Transaction to Transformation: The Future of POS
Our complimentary whitepaper, From Transaction to Transformation: The Future of POS, analyses the current landscape of the POS market. It also provides insight into key trends shaping the POS market, such as POS terminals increasingly being used as a business management platform.
VIEW -
WhitepaperJuly 2026Fintech & Payments
Shane O'SullivanBeyond the Boarding Pass: The Digital Travel Credential Paradigm
Our complimentary whitepaper, Beyond the Boarding Pass: The Digital Travel Credential Paradigm, examines the rapidly evolving state of the digital travel credential market.
VIEW -
WhitepaperJuly 2026Fintech & Payments
Thomas WilsonThe Top Three Drivers of Network Tokenisation Adoption
Our complimentary whitepaper, The Top Three Drivers of Network Tokenisation Adoption, examines the state of the network tokenisation market; considering its impact on different payment modalities, how it is shaping the modern payments landscape through safer, more secure payments, and how it could unlock the potential of agentic commerce.
VIEW -
WhitepaperJune 2026Fintech & Payments
Nick MaynardMoney20/20 Europe 2026 Key Takeaways: What You Need to Know Post-event
Money 20/20 Europe once again brought together people from across the fintech, payments and identity ecosystems; creating three days of discussions, announcements and networking.
VIEW -
WhitepaperJune 2026Fintech & Payments
Michael GreenwoodChargeback Management: The Fightback Against Friendly Fraud
Our complimentary whitepaper, Chargeback Management: The Fightback Against Friendly Fraud, examines the growing impact of friendly fraud on the chargeback management space, as well as how chargeback management tools are mitigating this threat.
VIEW -
WhitepaperJune 2026Telecoms & Connectivity
Peter BoylandAgentic and Conversational AI: Streamlining Revenue Opportunities
Our complimentary whitepaper, Agentic and Conversational AI: Streamlining Revenue Opportunities, explores the challenges and opportunities for operators and enterprises as conversational AI becomes more embedded in the consumer experience.
VIEW
-
Fintech & Payments
POS Transactions to Reach $41 Trillion Globally by 2031, as Convergence Towards Unified Commerce Surges
July 2026 -
Fintech & Payments
Digital Travel Credentials: 1.2 Billion Passengers to Adopt DTCs Globally by 2035, Fuelled by Passenger Demand for Seamless Journeys
July 2026 -
Fintech & Payments
Network Tokenisation to Secure 2.4 Trillion Global Transactions Between 2026 and 2030 – Representing 86% of Applicable Transactions
July 2026 -
Telecoms & Connectivity
Juniper Research Identifies BICS, Telna, and Vodafone Procure & Connect as Leaders in the Sponsored Roaming Market
July 2026 -
Fintech & Payments
Digital Identity Verification Checks to Reach 175 Billion Globally by 2030, with Biometric Verification the Fastest-growing Modality
July 2026 -
Fintech & Payments
Agentic Commerce to Reach 1.3 Billion Users Globally by 2031, as Card Infrastructure Leads the Way
June 2026