This report by Bandwidth explores the evolution of business messaging, focusing on the rise of RCS (Rich Communication Services), challenges around message deliverability, and enhancing customer experience. It highlights RCS’s potential for richer, interactive, and branded communications, with 60% of consumers preferring in-message actions over external links. Deliverability remains critical, requiring clean lists, campaign registration, and reliable capacity. The report also predicts rising global usage of WhatsApp, AI-enhanced customer interactions, and deeper integration of messaging with voice and commerce platforms.

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