This document analyzes customer communication behavior across regions and industries, highlighting the shift from transactional messaging to conversational engagement. It details increased adoption of rich messaging, AI-assisted chatbots, and proactive notifications. The report emphasizes how businesses are using messaging to reduce friction, improve customer satisfaction, and increase lifetime value. It also discusses challenges such as scaling automation, maintaining personalization, and ensuring regulatory compliance. The findings reinforce that organizations integrating messaging into end-to-end customer journeys outperform those relying on fragmented communication channels.

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