RCS grows by 144% on Black Friday and consolidates the era of conversational messaging with AI, says Sinch This means that on Black Friday, the use of Rich Communication Services (RCS) messaging increased by a very large number (144% can be understood as a significant percentage or volume increase, though the exact figure is presented in an unusual format—consider it as a very large increase). This growth indicates a strong trend towards using RCS for conversational messaging. RCS is a modern form of text messaging that allows for richer content, like high-resolution images, suggested replies, and read receipts. Sinch, a company that provides communication services, notes that this increase shows how important conversational messaging with artificial intelligence (AI) is becoming. This suggests that many people are using RCS to communicate in a more interactive and intelligent way during events like Black Friday.

The 2025 Black Friday marked a significant advancement in the adoption of AI-driven conversational messaging. Preliminary data from Sinch (Sinch AB publ), the global leader in omnichannel communication, reveals that RCS message volume grew by 144% compared to 2024. Throughout the Black Friday week, the total interactions on the company's platform reached 27 billion — a direct reflection of richer, automated, and personalized shopping journeys.

With over Processing 900 million communications per year, Sinch offers strategic insights into global messaging patterns, especially during critical retail moments like Black Friday. The data indicates that traditional channels such as email and SMS continue to support large-scale campaigns, while interactive formats like RCS and WhatsApp are gaining ground as competitive differentiators in increasingly saturated markets.

“This year's Black Friday shows that rich, AI-driven conversational experiences are no longer optional—they are now the new standard,” states Daniel Morris, Global Chief Product Officer (CPO) of Sinch.

According to the executive, RCS is beginning to gain real traction as brands seek to stand out in increasingly competitive markets, while SMS, email, and voice continue to provide the trust and reliability required for peak commerce periods. “The strong growth we are observing is driven by early promotions, longer campaigns, and the growing expectation for real-time updates on deliveries, order tracking, and customer support,” highlights Morris.

Key highlights from the period include:

• 144% growth in RCS messages compared to 2024, driven by interactive campaigns;
• 32% increase in promotional email sends in November, solidifying the channel as a key component in Black Friday campaigns;
• Over 27 billion interactions on the Sinch platform during Black Friday week, combining SMS, RCS, email, WhatsApp, and voice.

The research also indicates that companies in retail, logistics, and digital services have been leveraging the best of each channel to deliver seamless and integrated journeys, setting a new pace for Black Friday. “AI, integrated with messaging channels, is enabling brands to deliver more consistent, responsive, and relevant experiences,” reinforces the Global Chief Product Officer (CPO) of Sinch.