Global Premium Messaging Market Size, Trend & Opportunity Analysis Report, By Product (A2P SMS, A2P MMS, P2A SMS, P2A MMS), By Application (BFSI, Entertainment & Media, Hospitality, Outsourcing, Retail, Others), and Forecast 2025-2035.

Market Definition and Introduction

The global Premium Messaging Market was valued at USD 75.44 billion in 2024 and is expected to reach over USD 202.67 billion by 2035, growing at a robust CAGR of 9.5% during the forecast period from 2025 to 2035. Premium messaging, comprising Application-to-Person (A2P) and Person-to-Application (P2A) communication via SMS and MMS, has evolved into a cornerstone of enterprise messaging strategies. These services facilitate direct, secure, and real-time customer interactions across multiple industries, driving their widespread adoption worldwide.

At its core, premium messaging offers businesses a reliable and instant medium to reach consumers with time-sensitive information, including promotional offers, account updates, delivery notifications, and security verifications. The platform's scalability and ubiquity across devices and regions make it an attractive tool for global campaigns, CRM initiatives, and regulatory communications. The increase in mobile penetration, expansion of mobile commerce, and demand for seamless omnichannel experiences have significantly bolstered the demand for enterprise-grade messaging platforms.

Technological advancements such as Rich Communication Services (RCS), AI integration, cloud platforms, and CRM tools have redefined the potential of premium messaging. Businesses now offer personalised and multimedia-rich experiences that go beyond simple text, improving consumer engagement and marketing ROI. Moreover, regulatory mandates for Two-Factor Authentication (2FA) in banking and digital services have catalysed the necessity of premium messaging in critical communication workflows. The growing emphasis on privacy, consumer trust, and secure digital interactions further cements premium messaging's position as a vital enterprise tool.

Recent Developments in the Industry

Vonage Partners with mydealz to Launch RCS-Based Promotional Messaging in Europe (February 2025)

In February 2025, Vonage partnered with mydealz, a leading German social commerce platform, to deploy Rich Communication Services (RCS) for delivering personalised, real-time deal notifications. The collaboration leverages RCS abilities such as rich media content, branded messaging, and interactive buttons to enhance customer engagement. This partnership marks a strategic move to modernise promotional messaging in Europe.

Twilio globally rolls out RCS through the Programmable Messaging API in September 2024

In September 2024, Twilio announced the global rollout of RCS messaging through its Programmable Messaging API. This upgrade allows enterprises to send secure, branded messages with logos, verified sender identities, and interactive features. The move improves business communication by offering richer user experiences while complying with global messaging standards and improving customer trust.

Infobip starts A2P RCS Messaging in North America to Enhance Enterprise Engagement (June 2024)

Infobip launched its A2P RCS messaging services in North America in June 2024, targeting enterprises aiming to upgrade customer engagement strategies. The start enables brands to send interactive messages enriched with images, videos, and actionable buttons, replacing legacy SMS. This expansion positions Infobip as a key player in the RCS messaging space across the U.S. and Canada.

Twilio Launches RCS-Based Premium Messaging Platform to Power Conversational Commerce 2023

In 2023, Twilio introduced a next-generation RCS-based premium messaging platform to support conversational commerce and multimedia messaging. Designed for global enterprises, the platform allows businesses to build interactive customer journeys through secure, rich messaging channels. It reflects Twilio's focus on transforming mobile communication through innovation in branding, engagement analytics, and message delivery performance.

Infobip acquired Open Market in 2022 to strengthen enterprise messaging capabilities.

In 2022, Infobip completed the acquisition of Open Market, a U.S.-based leader in mobile messaging solutions. The acquisition significantly expanded Infobip’s A2P SMS and MMS portfolio and customer base in North America. It also strengthened its position in enterprise-grade messaging, enabling the company to deliver high-scale, high-security solutions across diverse industries, including retail, BFSI, and telecom.

Market Dynamics

Rising A2P Messaging Adoption Drives Real-Time Customer Communication Across Key Global Industries

Enterprises across BFSI, e-commerce, healthcare, and travel are increasingly deploying Application-to-Person (A2P) SMS and MMS to streamline customer communication. This trend is driven by A2P messaging's superior delivery reliability, instant reach, and proven engagement metrics. From sending OTPs and order confirmations to promotional alerts, A2P ensures timely and actionable interaction with end-users. As customer expectations for real-time service grow, A2P messaging continues to gain strategic importance across both developed and emerging economies.

Secure Communication Demand Accelerates Premium Messaging Across Critical Industries

Data-sensitive sectors such as banking, insurance, and government are prioritising secure mobile communication to protect customer data and ensure compliance. Premium messaging offers verified sender identities, message encryption, and support for Two-Factor Authentication (2FA) and time-sensitive alerts like fraud detection and transaction verification. These capabilities are critical for meeting mandates such as PCI-DSS and GDPR. As threats of cyberattacks and data breaches rise, secure premium messaging is becoming a compliance necessity and trust-building tool.

Growing Smartphone and Internet Penetration in Emerging Economies Boosts Adoption

Rapid digitalisation in Asia-Pacific, Africa, and Latin America is expanding the addressable base for premium messaging services. Affordable smartphones and improved 4G/5G connectivity are enabling brands to engage previously untapped demographics through SMS, RCS, and MMS. Sectors such as mobile banking, telemedicine, and digital retail are leveraging these channels for outreach, customer service, and marketing. As digital literacy improves, these regions are poised to become high-growth markets for premium enterprise messaging.

Data Privacy Regulations and OTT Competition Slow Down Premium Messaging Market Expansion

Strict data privacy regulations, including GDPR in Europe and TCPA in the U.S., are increasing operational burdens for enterprises deploying messaging campaigns. These laws necessitate user consent, secure storage, and transparency, adding compliance complexities and legal exposure. Simultaneously, the rise of OTT messaging platforms like WhatsApp, Telegram, and Signal is drawing users away from SMS and MMS. These free, feature-rich alternatives pose a growing challenge to traditional A2P and premium messaging providers.

Attractive Opportunities in the Market

AI-driven personalisation: Tailoring messages to customer behaviour increases conversions and lifetime value.
BFSI transaction alerts: Reliable and encrypted messages enhance fraud prevention and user trust.
Retail loyalty campaigns: Promotions via SMS/MMS increase engagement and customer retention.
Healthcare appointment alerts: Time-sensitive messages reduce no-shows and improve patient outcomes.
Hospitality check-in reminders: Mobile alerts streamline service delivery and guest experience.
2FA security messaging: OTPs secure user identity verification in critical systems.
E-commerce order tracking: Real-time status updates drive customer satisfaction.

Report Segmentation

By Product: A2P SMS, A2P MMS, P2A SMS, P2A MMS

By Application: BFSI, Entertainment & Media, Hospitality, Outsourcing, Retail, Others

By Region: North America (U.S., Canada, Mexico), Europe (UK, Germany, France, Spain, Italy, Rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, Rest of Asia-Pacific), LAMEA (Brazil, Argentina, UAE, Saudi Arabia, Africa, Rest of Latin America)

Key Players: Deutsche Telekom AG, Orange Business, NTT DOCOMO, China Telecom Corporation Limited, Twilio Inc., AT&T Intellectual Property, Vodafone Limited, Sinch, SoftBank Corp, China Unicom (Hong Kong) Limited, Vonage America, LLC, KDDI CORPORATION

Dominating Segments

A2P Messaging Leads Due to High Enterprise Adoption for Transactional and Promotional Use

Application-to-Person (A2P) messaging dominates the market owing to its widespread use across industries for real-time notifications, OTPs, appointment reminders, and promotional messages. BFSI, retail, and healthcare sectors rely on A2P for secure, instant communication with customers. The reliability, cost efficiency, and high open rates of A2P messages make it the preferred mode for mission-critical communication, particularly as businesses shift toward omnichannel engagement strategies. The global surge in mobile-first user behaviour further accelerates this trend.

Cloud-Based Deployment Dominates Premium Messaging with Scalability, Cost Savings, and Seamless AI Integration

Cloud-based messaging solutions are gaining dominance due to their cost-effectiveness, scalability, and ease of integration with AI and analytics platforms. Enterprises are migrating to cloud-native infrastructure to support high-volume campaigns, intelligent automation, and global outreach. Cloud deployment enables faster implementation of upgrades, supports API-driven flexibility, and reduces Capex. As businesses prioritise digital transformation and omnichannel communication, cloud-based premium messaging stands out as the most agile and future-proof deployment model in the market.

Large Enterprises Dominate Usage Due to High Messaging Volumes and Customisation Needs

Large enterprises account for a major share of premium messaging adoption, given their vast customer bases, high-frequency communication needs, and focus on customisation. These organisations utilise premium messaging to support global marketing campaigns, personalised offers, transaction alerts, and post-sale engagement. With sophisticated CRM and analytics tools in place, large enterprises benefit from deep integration capabilities and advanced features such as RCS and verified SMS, ensuring brand security, user trust, and improved communication efficiency.

Asia-Pacific Emerges as a Growth Leader with Mobile-First Ecosystems and Government Digital Push

Asia-Pacific leads the premium messaging market growth, driven by rapid smartphone adoption, growing e-commerce penetration, and supportive government initiatives for digital inclusion. Countries like India, China, Indonesia, and the Philippines are experiencing explosive growth in mobile-based services, including banking, education, and healthcare. Enterprises in the region leverage premium messaging for customer outreach, retention, and support. The regional dominance is further supported by cost-sensitive consumers, high messaging open rates, and growing demand for secure communication.

Key Takeaways

Strong CAGR of 9.5%: Driven by smartphone adoption and enterprise messaging needs.
A2P SMS leads globally: Accounts for nearly 50% of revenue due to transactional utility.
Retail fastest-growing sector: Personalised messages improve engagement and conversions.
Security remains a priority: BFSI drives premium messaging use for 2FA and fraud prevention.
AI enables hyper-personalisation: Improves marketing ROI and campaign targeting.
RCS messaging gains traction: Rich media messaging is transforming customer communication.
Global enterprises expand use: Cross-border and multilingual campaigns drive adoption.

Regional Insights

North America Premium Messaging Market Driven by AI Adoption and Security Consciousness

North America dominated the global premium messaging market in 2024, accounting for 35.2% of the revenue share. The region benefits from high mobile device penetration, advanced telecom infrastructure, and strong enterprise demand for secure, enriched communication. Businesses across BFSI, retail, and healthcare are increasingly using AI-powered premium messaging for real-time alerts, 2FA, and customer engagement. The integration of RCS and chatbot technologies is also accelerating adoption, especially in sectors that prioritise verified sender IDs and compliance.

U.S. Market Sees Rapid Growth in Demand for Secure, Interactive Premium Messaging Solutions

The U.S. premium messaging market is expanding rapidly due to rising demand for secure, branded, and interactive messaging solutions. Enterprises are adopting verified SMS, RCS, and A2P channels to deliver multimedia-rich experiences and ensure end-to-end encryption. The growing emphasis on digital transformation, particularly in banking, e-commerce, and public services, is fuelling the need for customised and real-time communication. Consumer preferences are shifting toward platforms that combine speed, security, and interactivity across devices.

Europe Premium Messaging Market Grows Under Tight Privacy Regulations and Enterprise Usage

Europe’s premium messaging market is growing steadily, driven by strict privacy regulations like GDPR and increasing enterprise adoption. Industries such as fintech, insurance, and travel are leveraging secure A2P messaging platforms for customer communication while maintaining compliance. The region favours messaging services integrated with CRM systems, analytics tools, and automation capabilities. Subscription-based models and preference management solutions are becoming popular as businesses aim to personalise messaging and optimise engagement within regulated frameworks.

Asia-Pacific Emerges as Fastest-Growing Region with Expanding Mobile Ecosystems

Asia-Pacific is the fastest-growing region in the premium messaging market, propelled by high smartphone penetration, expanding mobile internet access, and a rapidly digitalising economy. Countries such as India, China, Indonesia, and Vietnam are driving growth with mobile-first consumer behaviour. Enterprises are deploying premium messaging for customer acquisition, loyalty programs, and multilingual outreach. AI integration, voice-enabled messaging, and localised rich media formats are helping brands cater to diverse markets across rural and urban segments.

China Dominates Asia-Pacific Messaging Market with WeChat, Payments, and Seamless Brand Engagement

China holds a significant share of the premium messaging market in Asia-Pacific, supported by the maturity of platforms like WeChat. These ecosystems combine social messaging, e-commerce, payment gateways, and customer support in one interface. Enterprises use these platforms for seamless interactions, including promotional campaigns, chatbot-powered support, and direct transactions. The rise of influencer-led marketing and content monetisation via messaging tools is further strengthening China's leadership in the premium messaging landscape, both in functionality and user engagement.

Report Aspects

Base Year: 2024
Historical Years: 2022, 2023, 2024
Forecast Years: 2025–2035
Report Length: 293 Pages

Core Strategic Questions Answered in This Report

Q. What is the expected growth trajectory of the Global Premium Messaging Market from 2025 to 2035

The global premium messaging market is projected to grow from USD 75.44 billion in 2024 to over USD 202.67 billion by 2035, at a strong CAGR of 9.5%. This growth is driven by growing enterprise demand for secure, real-time messaging, increasing smartphone penetration, and the adoption of AI and RCS technologies.

Q. What are the key factors driving the growth of the Global Premium Messaging Market?
Rising Demand for Customer Engagement Solutions: Businesses across industries are adopting premium messaging (A2P SMS, RCS, etc.) to deliver time-sensitive updates, promotions, and customer support, boosting user engagement and loyalty.
Growing Mobile Subscriber Base Worldwide: With billions of mobile users globally, premium messaging remains a reliable channel for reaching consumers instantly, especially in regions with limited internet access.
Adoption of Two-Factor Authentication (2FA) and OTP Services: The increasing need for secure user verification in banking, e-commerce, and digital platforms is driving demand for premium SMS for OTPs and alerts.
Expansion of CPaaS (Communication Platform as a Service): The integration of premium messaging into CPaaS platforms is simplifying how businesses deploy messaging at scale, encouraging wider adoption across sectors.

Q. What are the primary challenges hindering the growth of the Global Premium Messaging Market?

Strict Data Privacy Regulations: Rules like GDPR in Europe and TCPA in the U.S. require businesses to manage user consent, data handling, and transparency, making compliance both complex and costly.
Growing Competition from OTT Apps: Free messaging platforms like WhatsApp, Telegram, and Signal are becoming preferred channels for many users, drawing attention away from traditional SMS and MMS.
High Operational Costs: Delivering secure, high-volume, real-time messages, especially internationally, can be expensive, particularly for small and mid-sized enterprises.
Spam and Consumer Fatigue: With increasing volumes of promotional messages, users are becoming more selective, leading to reduced open rates and engagement if messages lack relevance or timing.

Q. Which regions currently lead the Global Premium Messaging Market in terms of market share?

North America leads the market with around 35.2% share, driven by strong digital infrastructure, AI adoption, and secure messaging demand in BFSI and healthcare. Europe follows with a focus on GDPR-compliant communication. Asia-Pacific is the fastest-growing region, fuelled by smartphone adoption, mobile commerce, and digital inclusion in countries like India and China.

Q. What are the Growing Opportunities in the Global Premium Messaging Market?
Smarter, Personalised Messaging: With AI in the mix, brands can send messages that truly resonate based on user behaviour, preferences, and timing. It is no longer just about reaching customers, but about reaching them right.
Retail Promotions and Loyalty Campaigns: Whether it is a flash sale or a special offer for loyal customers, SMS and MMS continue to be a powerful way to grab attention and drive action instantly.
Real-Time Alerts in Healthcare & Hospitality: Think appointment reminders, check-in updates, or service notifications. These messages reduce no-shows, improve efficiency, and enhance customer experience.
Expanding Reach in Emerging Markets: Countries across Asia, Africa, and Latin America are seeing a mobile boom. As more people come online via smartphones, brands have a golden opportunity to connect with new audiences through messaging.

Key Benefits for Stakeholders

The report offers a quantitative assessment of market segments, emerging trends, projections, and market dynamics for the period 2024 to 2035.
The report presents comprehensive market research, including insights into key growth drivers, challenges, and potential opportunities.
Porter's Five Forces analysis evaluates the influence of buyers and suppliers, helping stakeholders make strategic, profit-driven decisions and strengthen their supplier-buyer relationships.
A detailed examination of market segmentation helps identify existing and emerging opportunities.
Key countries within each region are analysed based on their revenue contributions to the overall market.
The positioning of market players enables effective benchmarking and provides clarity on their current standing within the industry.
The report covers regional and global market trends, major players, key segments, application areas, and strategies for market expansion. Show more