Global communications platform Infobip forecasts more than 3.9 billion messages exchanged between brands and customers this shopping season, marking a 15% increase year on year. This reflects how AI, mobile commerce and rich messaging channels are powering more personalised shopping experiences.
According to the study, Rich Communication Services (RCS) will be the fastest-growing channel in 2025, with volumes rising 161% on Black Friday and 269% on Cyber Monday worldwide. SMS remains the leading retail channel with nearly 2.7 billion interactions.
In the US, more than 1.9 billion SMS messages are expected, while RCS volumes surge to over 57 million, dramatically from 2024. WhatsApp engagement is up 44%, and email volumes rise more than 50% on Cyber Monday. US consumers surveyed by Infobip plan to spend mainly between $250 and $1,000 on Black Friday.
Across Europe, RCS volumes are expected to grow more than sixfold on Black Friday and fivefold on Cyber Monday, with WhatsApp nearly tripling. Email usage surges over 50%, supported by a 37% increase in SMS on Black Friday. UK consumers mostly plan Black Friday spending under £250, with many willing to spend up to £1,000, indicating strong retail engagement and combined sales reaching several billion pounds. Similarly, consumers in Italy, Spain, and Germany generally plan moderate spending between €250 and €500, reinforcing a healthy but cautious retail outlook.
Email remains the dominant channel for promotions and confirmations in Europe, with Southern markets favoring SMS, and Northern markets showing growing openness to richer chat formats.
“Black Friday and Cyber Monday have evolved from single-day events into month-long conversations,” says Ben Lewis, Vice President of Marketing & Growth at Infobip. “With Apple adopting RCS and brands focusing on hyper-personalised experiences, AI-powered conversational commerce is transforming retailer-consumer engagement.”
Infobip’s 2025 forecast underscores the growing impact of omni-channel communication in driving meaningful commerce.
