AI-first cloud communication platform Infobip has released its annual Messaging Trends Report, offering a comprehensive analysis of the current state of business communication.
Drawing on data from 628 billion mobile interactions in 2025 and a historical review of 3.8 trillion messages over the past 20 years, the report charts the evolution from single-channel messaging to complex, AI-powered omnichannel experiences.
The data reveals a significant shift in how brands engage with customers across West Africa, where Infobip has over five years of continuous operation.
Nigeria leads the region’s digital communication growth, with WhatsApp growing 23% as brands accelerate adoption of conversational channels.
Across the continent, Email grew by 70%, WhatsApp 17%, and other chat apps 7x. Industries driving regional growth include Energy, Utilities & Waste, which grew 104%, and Production & Manufacturing, which grew 5x, reflecting strong demand for reliable, multichannel communication. AI adoption is supporting customer acquisition and service enhancement.
Key findings for West Africa:
- Agentic AI is enabling the next major steps in business messaging. Moving beyond simple chatbots, AI agents are now capable of autonomous, goal-driven interactions, orchestrating complex customer journeys across channels.
- Single-channel communication is now obsolete for global brands. Ten years ago, 73% of platform traffic was single-channel. By 2025, that figure has dropped to just 2.3%, as 98% of interactions now span multiple channels.
- Nigeria is emerging as one of West Africa’s most dynamic digital communication markets, with WhatsApp continuing to dominate as the primary conversational channel for consumer and business engagement.
Ante Pamukovic, chief revenue officer at Infobip, commented:
“Our 20-year anniversary data set gives us a unique vantage point to see not just where we are, but where we are going. In West Africa, brands are orchestrating conversations across WhatsApp, Email and Voice. The future is omnichannel, conversational, and increasingly powered by Agentic AI. In this new world, Infobip provides the infrastructure enabling businesses to meet their customers on the right channel, at the right time, with the right message.”
Filip Filkovic, Africa Sales Director at Infobip, added:
“In Africa, the big shift is that brands are no longer thinking in terms of isolated channels, but in terms of scalable customer experience platforms. It matters less whether a message goes over SMS, WhatsApp or email, and far more whether that interaction resolves an issue, protects the customer, and creates value in the moment.”
As Infobip marks 20 years of innovation, the launch of the Messaging Trends Report 2026 sets the stage for the company’s next evolution, enabling autonomous, AI-driven customer experiences through its new AgentOS platform.
