This market study examines the CPaaS landscape in detail; assessing how disruption within the messaging market will impact the future growth of the CPaaS market, as well as which channels will be key to this growth. The report delivers an in-depth analysis of the strategic opportunities for vendors, addressing key partnership opportunities, industry demand, and the potential of CPaaS enablement services.
It also evaluates country level opportunities for CPaaS growth, via Juniper Research’s Country Readiness Index; identifying the key markets where enterprises are expected to adopt the advanced capabilities of CPaaS which will lead to higher profit margins for CPaaS vendors, and therefore the markets that vendors should focus on next year.
Please note: the online download version of this report is for a global site license.
- 1. Key Takeaways & Strategic Recommendations
- 1.1 Key Takeaways & Strategic Recommendations
- 1.2 Key Takeaways
- 1.2.1 CPaaS SMS Revenue to Decline by 2029
- Figure 1.1: Total CPaaS SMS Revenue ($m), Split by 8 Key Regions, 2021-2029
- 1.2.2 Traditional CPaaS Players Must Evolve into Customer Experience Platforms or Customer Experience-as-a-Service (CXaaS)
- 1.3 Strategic Recommendations
- 1.3.1 CPaaS Players Must Offer Network APIs, Specifically Identity APIs at First
- Figure 1.2: Total Mobile Identity API Calls (m), Split by 8 Key Regions, 2021-2029
- 1.3.2 CPaaS Players Must Start Treating Authentication and Marketing Traffic Entirely Differently
- 2. Future Market Outlook
- 2.1 CPaaS Market Introduction
- 2.2 Future Outlook For the CPaaS Market
- Figure 2.1: Global CPaaS Market Value in 2025, Split by 8 Key Regions: $30.1 billion
- Figure 2.2: CPaaS Revenue by Channel ($m), 2025-2029
- 2.3 CPaaS Business Model
- 2.3.1 Value-added Services
- i. Rich Messaging Channel Tools
- Figure 2.3: Marketing Message in Rich Media and SMS Format
- ii. Network APIs
- iii. Chatbots
- 2.3.2 CPaaS Partnerships
- 2.3.3 CPaaS Enablement
- 3. Industry Trends & Future Growth
- 3.1 Industry Overview
- Figure 3.1: CPaaS Market Share by Industry, 2025
- 3.1.1 Banking
- Figure 3.2: CPaaS Revenue in the Banking Industry ($m), Split by Channel, 2025-2029
- 3.1.2 Healthcare
- Figure 3.3: CPaaS Revenue in the Healthcare Industry ($m), Split by Channel, 2025-2029
- 3.1.3 Retail & eCommerce
- Figure 3.4: CPaaS Revenue in the Retail & eCommerce Industry ($m), Split by Channel, 2025-2029
- 3.1.4 Travel & Tourism
- Figure 3.5: CPaaS Revenue in the Travel & Tourism Industry ($m), Split by Channel, 2025-2029
- Figure 3.6: Example WhatsApp Message For Travel & Tourism
- 4. Country Readiness Index
- 4.1 Introduction to the Country Readiness Index
- Figure 4.1: Country Readiness Index Regional Definitions
- Table 4.2: Juniper Research Country Readiness Index Scoring Criteria: CPaaS Disruption
- Figure 4.3: Juniper Research Country Readiness Index: CPaaS
- Table 4.4: Juniper Research CPaaS Country Readiness Index: List of Country Categorisation
- 4.2 Focus Markets
- 4.2.1 Investment in 5G and Cloud Services Provides Basis for CPaaS Adoption in Focus Markets
- Figure 4.5: Proportion of SIMs that are 5G in Key Focus Markets in 2025 (%)
- 4.2.2 Clarity of Regulations Simplifies Compliance, Encouraging Enterprise Adoption
- 4.2.3 High Number of Rich Media Messaging Users in Focus Markets to Boost Adoption for Marketing Use Cases
- Figure 4.6: Proportion of Mobile Subscribers that Subscribe to OTT Messaging Applications in Key Focus Markets in 2025 (%)
- 4.3 Growth Markets
- 4.3.1 High Advertising Spend and Penetration of Rich Messaging Channels Indicates Future Demand for Marketing Use Cases
- Table 4.7: Average Spend per Business on Digital Advertising in Israel and Malaysia ($)
- 4.4 Saturated Markets
- 4.4.1 High Existing CPaaS Traffic, but Limited Opportunity for Growth with Rich Media Use Cases
- 4.5 Developing Markets
- 4.5.1 Vague or Highly Stringent Regulatory Frameworks
- 4.5.2 Low Demand for Advanced Capabilities of CPaaS Platforms
- Figure 4.8: Average Number of Chatbot Accesses per User per Month in Key Developing Markets in 2025
- Table 4.9: Juniper Research Competitor Leaderboard Scoring Heatmap: North America
- Table 4.10: Juniper Research Competitor Leaderboard Scoring Heatmap: Latin America
- Table 4.11: Juniper Research Competitor Leaderboard Scoring Heatmap: West Europe
- Table 4.12: Juniper Research Competitor Leaderboard Scoring Heatmap: Central & East Europe
- Table 4.13: Juniper Research Competitor Leaderboard Scoring Heatmap: Far East & China
- Table 4.14: Juniper Research Competitor Leaderboard Scoring Heatmap: Indian Subcontinent
- Table 4.15: Juniper Research Competitor Leaderboard Scoring Heatmap: Rest of Asia Pacific
- Table 4.16: Juniper Research Competitor Leaderboard Scoring Heatmap: Africa & Middle East
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