Infobip Data Shows UK Businesses Pivot to RCS and AI-Driven Omnichannel Messaging
Event summary
- Infobip's 2026 Messaging Trends Report analyzed 3.8 trillion messages over 20 years, showing UK businesses shifting to rich, conversational channels.
- RCS penetration in the UK reached 70%, with traffic increasing 174% year-over-year, driven by security concerns over other channels.
- Multi-channel interactions now account for 98% of platform traffic, down from 73% single-channel traffic a decade ago.
- WhatsApp remains dominant in the UK with 85% penetration and 5x year-on-year growth.
- Agentic AI is emerging as the next frontier, enabling autonomous, goal-driven customer journeys across multiple channels.
The big picture
The shift towards RCS and AI-driven communication reflects a broader industry trend of moving away from simple, one-way notifications to rich, conversational channels. This transition is driven by the need for enhanced security and personalized customer experiences, as businesses seek to meet consumers on the channels they use daily. The dominance of WhatsApp and the emergence of Agentic AI highlight the growing importance of omnichannel engagement in the digital communications landscape.
What we're watching
- RCS Adoption
- The pace at which RCS adoption will continue to grow, particularly as security concerns over other channels escalate.
- AI Integration
- How Agentic AI will affect customer engagement strategies and operational efficiency across omnichannel platforms.
- Multi-Channel Strategy
- Whether businesses can sustain the shift to multi-channel interactions while maintaining consistent and personalized customer experiences.