The exchange of messages between companies and consumers has evolved with the arrival of RCS, which allows for more multimedia features not supported by SMS, enabling brands to engage more and attract more consumers. This is proving successful in Brazil, according to the Messaging Trends 2025 , conducted annually by Infobip, a global cloud communications platform, which recorded a 371% growth in this technology last year alone. Between RCS and other tools, such as WhatsApp, chatbots, SMS, and emails, for example, media and entertainment companies have increased their use of these resources 14 times, whether to display advertisements for their brands or to sell campaigns to clients.
The study, based on over 530 billion mobile channel interactions on the Infobip platform worldwide, indicated that Brazil is among the countries that registered the most growth in messaging across all types of platforms in Latin America—with RCS showing the largest increase. The use of digital channels for customer communication was driven by sectors such as Media and Entertainment, which increased 14 times, Finance and Fintech, which rose 22%, and Telecommunications, with a growth of 76%.
Worldwide, the increase in RCS occurred mainly after September 2024, when Apple began offering support for the tool with the release 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 companies, as it is a reliable platform for communication between company and customer, offering multimedia resources such as photos and videos, in addition to displaying brand authenticity, which makes the consumer more confident in the information they are receiving,” explains Caio Borges, Country Manager of Infobip. “In Brazil, RCS for Apple devices should be available later this year, which should contribute to an even more significant increase in the tool that already experienced 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 incorporated into companies' communication strategies. "Financial companies, for example, are seeing success in collecting debts through this channel, as the return is more effective and the debt details are much better explored with more visual and reliable resources. Media and Entertainment companies are able to attract more audiences to platforms by displaying details and images that interact better, as are telecommunications companies that sell more, collect better, or relate more effectively," explains Caio.
WhatsApp is also a tool that is only growing in Brazil as a channel for exchanging messages between customers and companies. Vai de Bus, which sells transportation top-ups in several cities, created a payment experience via PIX through WhatsApp. With this new functionality, 98% of passengers opted for this payment method, with an 85% conversion rate for payments made through the app.
Beyond the famous messaging app, another emerging technology has been highlighted in recent years within conversational commerce: Artificial Intelligence. "Thanks to the improvement of 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 (Remote Customer Service), chatbots, AI, and messaging apps like WhatsApp, there is constant growth in the conversational experience market. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them across all their usage channels. "Having multiple channels available to the customer is already a reality for many brands, but those that are standing out the most are precisely those that have these channels strategically synchronized to provide continuous, consistent, and high-quality experiences," he concludes.
