The exchange of messages between businesses and consumers has evolved with the arrival of RCS, which enables more multimedia features not supported by SMS, allowing brands to engage more and attract more consumers. This is proving successful in Brazil, according to the report Messaging Trends 2025 conducted annually by Infobip, a global cloud communications platform, which recorded a 371% growth in this technology last year alone. Among RCS and other tools like WhatsApp, Chatbots, SMS, and emails, for example, Media and Entertainment companies increased their use of these resources by 14x, whether to display their brand advertisements or sell a campaign to customers.
The study, based on over 530 billion mobile channel interactions on Infobip’s platform worldwide, found that Brazil is among the countries with the highest growth in message exchanges across all types of platforms in Latin America—with RCS showing the most significant increase. The use of digital channels for customer communication was driven by sectors such as Media and Entertainment, which grew 14-fold, Finance and Fintech, which rose 22%, and Telecommunications, with a 76% increase.
Globally, the rise of RCS occurred mainly after September 2024, when Apple began supporting the tool with the launch of iOS 18. ‘This was a global trend, and thanks to Apple’s adoption, there was a 500% increase in global traffic. The tool has proven promising for various types of businesses, as it is a reliable platform for company-customer communication, offering multimedia features like photos and videos, as well as displaying brand authenticity, which makes consumers more confident in the information they receive,’ explains Caio Borges, Country Manager at Infobip. ‘In Brazil, RCS for Apple devices should be available later this year, which will likely contribute to an even more significant increase in the tool that already saw a boom in 2024.’
Many brands are going beyond simply experimenting with RCS as an additional channel for customers to receive messages or make contact. Now, the tool is being fully integrated into companies’ communication strategies. ‘Financial institutions, for example, are seeing success in billing through this channel, as the response is more effective, and debt details are better explored with more visual and reliable features. Media and Entertainment can attract more audiences to platforms by displaying details and images that interact better, just as telecommunications companies sell more, bill better, or engage more effectively,’ details Caio.
WhatsApp is also a tool that continues to grow in Brazil as a channel for exchanging messages between customers and businesses. Vai de Bus, which sells transportation top-ups in various cities, created a PIX payment experience via WhatsApp. With this new functionality, 98% of passengers chose this payment method, with an 85% conversion rate for purchases made through the app.
Beyond the famous messaging app, another emerging technology has stood out in recent years in conversational commerce: Artificial Intelligence. ‘Thanks to advancements in this technology, the challenge is no longer using it—since many companies have adopted chatbots, for example—but rather applying it in an integrated way across various communication channels to create a cohesive shopping journey,’ explains Caio.
With the popularization of RCS and features like chatbots, AI, and messaging apps like WhatsApp, there has been steady growth in the conversational experiences market. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them across all their usage channels. ‘Having multiple channels available to customers is already a reality for many brands, but those that stand out the most are precisely the ones that strategically synchronize these channels to provide continuous, consistent, and high-quality experiences,’ concludes Caio.
