Brazil grows 371% in the use of RCS pulled by the financial sector, media and telecom

The exchange of messages between companies and consumers has evolved with the arrival of RCS, which allows more multimedia resources, which are not supported in SMS, so that these brands engage more and attract more consumers. This is working in Brazil, according to the report Messaging Trends 2025 annually conducted by Infobip, a global cloud communications platform, which registered growth of 371% of this technology only last year.Between RCS and other tools, such as WhatsApp, Chatbots, SMS and emails, for example, Media and Entertainment companies increased by 14x the use of these resources, either to display advertisements of their brands or sell some campaign to the customer.

The study, which was based on more than 530 billion mobile channel interactions on Infobip's platform around the world, pointed out that Brazil is among the countries that recorded the most growth in message exchange on all types of platforms in Latin America 22% with RCS showing the highest increase. The use of digital channels for communication with customers was pulled by sectors such as Media and Entertainment, which increased by 14 times, Finance and Fintechs, which rose 22% and Telecommunications, with growth of 76%. 

Worldwide, the increase in RCS occurred mainly after September 2024, when Apple began to support the tool with the launch of iOS 18.“This was a worldwide trend, and thanks to Apple's accession, there was an increase of 500% in global traffic. The tool has shown promise for several 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 authenticity to the brand, which leaves the consumer more secure than he is receiving as information”, explains Caio Borges, Country Manager of Infobip 4.

Many brands are going beyond the simple experimentation of RCS as an additional channel for the customer to receive messages or make contact. Now, the tool is being fully incorporated into the communication strategies of companies. “Financials, for example, are seeing the success of charging for this channel, because the return is more effective and the detailing of debt is much better exploited with more visual and reliable resources. Media and Entertainment can bring more audience to platforms displaying details and images that interact better, as well as telecommunications companies that sell more, charge better or relate more effectively”, Caio details. 

WhatsApp is also a tool that only grows in Brazil as a channel for exchanging messages between customers and companies.Vai de Bus, which sells transport recharges in several cities, has created a payment experience via PIX by WhatsApp. With this new functionality, 98% of passengers opted for this payment method, with 85% being the conversion rate for payments in purchases by the application. 

In addition to the famous chat 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 to use it, since many companies have joined chatbots, for example, but rather apply it in an integrated way to the various communication channels to create a cohesive shopping journey”, explains Caio. 

With the popularization of RCS, and chatbots, AI and messaging applications such as WhatsApp, there is a constant growth in the market of conversational experiences. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them in all their channels of use.“Having several channels available to the customer is already a reality among many brands, but those that are standing out are precisely those that have these channels strategically synchronized to provide continuous, consistent and high quality experiences”, concludes.