Demand for conversational messaging between consumers and businesses and business to business is set to drive global messaging from 2 trillion messages a year in 2025 to 3 trillion by 2030.
This includes traffic delivered over SMS, rich communication services (RCS) and over-the-top (OTT) messaging channels, says Juniper Research and this monumental growth will be driven by the increasing demand from enterprises for conversational messaging use cases, including commerce and customer support.
However, despite this significant opportunity, Juniper Research believes that operators are unprepared to capitalise on conversational use cases across RCS. A reliance on Google to monitor RCS business messaging traffic leaves operators with limited visibility over the channel; a major drawback impacting operators’ ability to analyse adoption and maximise revenue potential.
An extract from the report, A2P & Business Messaging Market 2025-2030, is available as a free download.
Operators must adapt conversational messaging approach
The research asserts that visibility over enterprise conversational traffic will be essential for operators to grow revenue from conversational use cases. It allows operators to identify usage patterns and, in turn, develop optimal pricing strategies for conversational messaging.
Operators must identify partners that provide this transparency; enabling them to track the traffic across their networks. More granular visibility into conversational traffic allows operators to adapt models over time, to maximise revenue from conversational messaging.
Molly Gatford, Senior Research Analyst at Juniper Research, comments: “As authentication use cases shift from messaging channels, conversational messaging presents a potential new revenue stream for operators. Therefore, operators must prioritise the monetisation of conversational use cases to secure future revenue growth.”
