Rich Communication Services Business Messaging Adoption Accelerates
Major brands across retail, banking, and logistics are shifting customer engagement budgets from traditional SMS toward Rich Communication Services business messaging, which supports verified sender branding, rich media, and interactive buttons within the same IP Multimedia Subsystem infrastructure carriers already operate for Voice over LTE. Google's continued push to enable Rich Communication Services by default across Android devices globally has meaningfully accelerated carrier-side platform investment, since carriers now capture messaging revenue share they previously ceded entirely to over-the-top messaging applications. Carriers in India and Brazil report the fastest enterprise messaging revenue growth from domestic brand adoption.
Market Impact: Expands active roaming pairs by 35%








