Black Friday 2025 marked a significant advance in the adoption of AI-powered conversational messaging. Preliminary data from Sinch (Sinch AB publ) , a global leader in omnichannel communications, reveals that the volume of RCS messages grew by 144% compared to 2024. Throughout Black Friday week, the total number of interactions on the company's platform reached 27 billion —a direct reflection of richer, automated, and personalized shopping journeys.
With over 900 million communications processed annually , Sinch offers strategic insights into global messaging patterns, especially during critical retail moments like Black Friday. Data indicates that traditional channels such as email and SMS continue to underpin 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-powered conversational experiences are no longer optional — they are now the new standard,” says Daniel Morris, Global Chief Product Officer (CPO) at Sinch.
According to the executive, RCS is starting to gain real traction as brands seek to stand out in increasingly competitive markets, while SMS, email, and voice continue to offer the trust and reliability that peak-period commerce demands. "The strong growth we are seeing is driven by early promotions, longer campaigns, and the growing expectation of real-time updates on deliveries, order tracking, and customer support," Morris points out.
Highlights of the period include:
- 144% growth in RCS messages compared to 2024, driven by interactive campaigns;
- A 32% increase in promotional email sends in November, solidifying the channel as a key component in Black Friday campaigns;
- Over 27 billion interactions occurred on the Sinch platform during Black Friday week, combining SMS, RCS, email, WhatsApp, and voice.
retail, logistics, and digital services companies have been exploring the best of each channel to deliver fluid and integrated journeys, setting a new pace for Black Friday. "AI, integrated into messaging channels, is allowing brands to deliver more consistent, responsive, and relevant experiences," reinforces the Global Chief Product Officer (CPO) of Sinch.
