It’s the channel that works when everything else requires a download, a data connection, or an app account. Recent data shows SMS open rates at around 98%, with most messages read within minutes, a testament to its enduring importance in customer engagement strategies.

The power of SMS lies in its universality. It works on any device and under almost any network condition, independent of operating systems, apps, or data connectivity. As long as a phone receives a signal, SMS can be delivered. This unmatched reach is especially valuable for time-critical communication.

SMS serves a distinct and critical role in the omnichannel mix. While it has limitations like lack of encryption, absence of rich media, and no support for conversational commerce, it remains one of the most trusted and immediate communication channels for specific use cases.

When a message must absolutely reach a customer instantly, such as a One-Time Password (OTP), fraud alert, or delivery update, SMS’s reliability and universal accessibility make it an indispensable tool in any comprehensive communication strategy.

As the communications landscape evolves with new technologies and platforms, SMS continues to prove its value by doing what it does exceptionally well: reaching anyone, anywhere, reliably.

In Africa, where data connectivity varies across regions, SMS’s accessibility is particularly valuable. It requires no downloads and no data, making it the channel that reaches people reliably regardless of their device capabilities or network conditions.

Instant reach and universal trust

SMS offers distinct advantages in how customers engage with it. People tend to read SMS messages immediately. Over the years, users have come to associate texts with important, time-sensitive information – verification codes, alerts, critical updates – giving SMS a particular significance in moments that matter most.

This immediacy is valuable precisely because SMS serves a specific purpose in the communication stack. It optimises for reliable, instant delivery to every person with a mobile phone, making it the channel of choice when guaranteed, immediate reach is essential.

SMS is also one of the simplest and most effective ways to add an extra layer of security. Its continued impact relies on pairing the channel with ongoing awareness efforts from regulators, enterprises, and providers, enabling users to better recognise cyber‑threats and spot scams before they cause harm.

Across many sectors, SMS still underpins some of the most successful, high-impact use cases. For instance, in healthcare, SMS is used for vaccine reminders, appointment confirmations, health tips and chronic‑care check‑ins. These reduce no‑shows, improve adherence and keep patients engaged, without requiring apps or data.

In banking and financial services, SMS delivers OTPs, suspicious‑transaction alerts, card‑swipe notifications, withdrawal alerts and balance updates. These messages directly reduce fraud losses and strengthen customer trust.

A lifeline for underserved markets

In regions such as Africa, which have diverse connectivity landscapes, SMS remains a powerful tool. It does not rely on data, apps or even airtime, making it especially valuable in regions with weak connectivity or limited economic resources.

Its impact is less about personal chat and more about enabling essential communication and other messages that genuinely improve daily life.

Infobip’s 2026 Messaging Trends data shows SMS experiencing strong year-on-year growth across the African continent, with adoption accelerating particularly in financial services.

Finance and fintech now account for 63% of all African messaging volume, underscoring SMS’s critical role in enabling financial inclusion at scale.

For many people in rural areas, SMS functions as their bank statement. A mobile number becomes a financial identity, providing access to services without needing a bank branch, smartphone, or app. In that sense, SMS is more than a communication tool; it is a lifeline that enables participation in the broader economy.

While SMS continues to grow, messaging apps like WhatsApp are also surging in certain markets, including Tanzania (+226%) and Morocco (+92%), highlighting the need for a complementary, omnichannel approach.

Enterprises should consider combining SMS with other channels, because a strong omnichannel strategy does not require choosing one channel over another but rather using each for its strengths, ensuring messages land with the right urgency and intent.

The backbone of time-critical communication

SMS should carry time-sensitive alerts that must be seen immediately, while Over-the-Top (OTT) apps are better for interactive, conversational tasks like comparing products or asking questions while shopping. In a coordinated model, SMS serves as the reliable backbone that can be trusted to reach anyone, anywhere, instantly.

As we look to the future, SMS is becoming more modern, secure and intelligent. RCS and rich messaging add interactivity where available, while advances in identity verification, fraud prevention, and mobile‑number intelligence strengthen trust and security.

As telcos and regulators tighten sender verification and improve routing, SMS will only become more resilient, meaning that it is not fading but evolving and solidifying its role as a strategic, mission‑critical communication layer for modern businesses.

A world of opportunity – AI’s impact on telecoms

The rapid evolution of AI is ushering in a new era of opportunity for telecommunications. Advancements from leading global innovators and emerging platforms are transforming how telecoms engage with their customers and manage operations.

Beyond conversational AI, the industry is now entering the age of ‘Agentic AI’, intelligent systems capable of reasoning, making autonomous decisions, and taking action based on context.

This shift marks what many are calling “The Agentic AI Revolution”, a transformation from simple, rule-based chatbots to sophisticated, autonomous orchestration. Unlike traditional AI, which responds to individual queries, agentic AI is designed to orchestrate entire customer journeys.

These next-generation agents are context-aware, autonomous, and capable of managing complex tasks across multiple channels.

They leverage “agentic memory” and conversational Customer Data Platforms (CDPs) to deliver hyper-personalised, seamless experiences that evolve with each interaction.

The future of CX in telecoms will be built on multi-agent architectures, ecosystems where specialised AI agents collaborate and interact with one another under the coordination of a central orchestrator.

This represents a fundamental shift: instead of retrofitting AI into legacy systems, telecoms are creating purpose-built, real-time infrastructures that enable outcome-driven conversations at scale, empowering both customers and human agents alike.

For telecoms, this means moving beyond simple chatbots to AI-driven agents that can independently handle customer queries, execute transactions, manage service requests, and even optimise network operations in real time.

By adopting Agentic AI, telecoms can unlock new levels of efficiency, personalise customer interactions at scale, and create seamless, proactive communication journeys that anticipate user needs rather than simply reacting to them.

The benefits of AI in telecoms – better, faster, smarter service

AI-powered chatbots and virtual assistants offer round-the-clock customer support, significantly reducing wait times and enhancing customer satisfaction.

These intelligent agents can efficiently handle routine enquiries, troubleshoot common issues, and even assist with more complex tasks, allowing human agents to concentrate on intricate problems that require their expertise.

Moreover, these virtual assistants can proactively anticipate customer needs, providing assistance before problems arise, enhancing overall customer experience.

The impact of AI in the telecommunications industry is already evident, with 72% of telecom companies having adopted AI for customer communication.

Customers have experienced significant improvements in customer experience when engaging with telecom companies that have implemented simple rule-based and generative AI.

However, there is still room for progress in operational efficiency and productivity through greater use of conversational AI, currently, only 17% of telecoms employ it. As a result, over 70% of customer support inquiries still rely heavily on human agents.

The implementation of AI-powered communication is often poorly optimized or unable to effectively handle complex issues, leading to most queries being escalated to human agents.

These factors have encouraged 55% of telecom companies to plan the introduction of new AI-powered services in 2025 and beyond, signalling a clear shift towards innovation, diversification, and the pursuit of new revenue streams.

AI also helps telecoms to be more inclusive, enabling the provision of multilingual support, breaking down language barriers and reaching a broader customer base.

AI-powered language models can translate text and speech in real time, allowing customers to communicate with service agents in their preferred language. This strengthens connections with diverse customer segments.

At an individual level, AI’s ability to analyse vast amounts of customer data enables telecom operators to deliver hyper-personalised experiences to users.

By understanding individual preferences, behaviours, and purchase histories, service providers can tailor offers, recommendations, and notifications to meet specific needs. This level of personalisation fosters stronger customer relationships and increases loyalty.

From an internal sales perspective, AI has the potential to significantly streamline processes by automating various aspects of the sales process, from lead generation and qualification to upselling and cross-selling. AI-powered tools analyse customer data to identify potential sales opportunities and provide personalised recommendations, leading to increased sales efficiency and revenue generation.

Streamlining operations – working smarter and safer

Telecoms are already implementing AI solutions to drive innovation and improve their operations. For example, some companies are using AI to optimise their connectivity networks, as AI’s ability to analyse network data empowers telecoms to identify bottlenecks, optimise traffic flow, and enhance overall network performance.

This leads to faster speeds, reduced latency, and improved customer satisfaction. For instance, AI can predict peak usage times and proactively allocate resources to ensure optimal network performance during periods of high demand.

AI enables enhanced customer segmentation, by empowering telecoms to analyse customer data and identify distinct segments with specific needs and preferences.

This enables the providers to truly tailor their marketing and service offerings to each segment, improving customer satisfaction and retention. For example, AI can identify high-value customers and provide them with exclusive benefits and personalised support.

Importantly, AI also has the ability to protect telecoms from fraud. AI algorithms can play a central role by analysing vast amounts of customer behaviour data to detect patterns and anomalies indicative of fraudulent activity, such as unauthorised access, SIM swapping, and billing fraud.

By leveraging AI, telecoms can detect and mitigate fraud in real time, safeguarding their revenue and protecting customers from financial loss.

Addressing the elephant in the room – challenges with AI adoption

While the potential benefits of AI in telecoms are substantial, there are challenges to be addressed. Ensuring data privacy and security is critical, given the highly sensitive nature of customer information.

Ethical considerations are also vital as AI becomes more prevalent. Issues such as bias, fairness, and transparency must be carefully addressed to ensure that AI algorithms are developed and used ethically.

Additionally, training AI models to understand complex queries and provide accurate responses requires substantial data and computational resources.

To fully realise the potential of AI, telecoms may need to collaborate with technology providers, research institutions, and other industry players. These partnerships can accelerate AI adoption and development, fostering innovation and knowledge sharing.

This is particularly important, as AI models require continuous training and updates to keep pace with evolving customer needs and industry trends. As such, telecoms should invest in ongoing AI research and development to ensure their solutions remain relevant and effective.

Moving beyond the GenAI “Honeymoon Phase”

Many businesses today are in the early, experimental stage with Generative AI (GenAI), a period often referred to as the “honeymoon phase.”

This stage is marked by excitement and exploration but often lacks a clear strategy for achieving tangible Returns on Investment (ROI). For telecoms, the challenge lies in transitioning from proof-of-concept projects to mature, ROI-driven deployment models.

This requires moving beyond simply demonstrating GenAI capabilities to integrating them into core business processes that solve real problems and deliver measurable value.

C-level executives must prioritise developing a solid business case, defining Key Performance Indicators (KPIs), and building the necessary data infrastructure to support large-scale, effective GenAI applications. By doing so, telecoms can ensure that AI adoption moves from experimentation to meaningful transformation.

Riding the wave of opportunity

AI is transforming the telecommunications sector, offering numerous opportunities to improve customer experiences, streamline operations, and drive growth.

By leveraging AI technologies and partnering with tech integrators, telecoms can stay ahead of the competition, find ways to deliver exceptional service, and create long-lasting relationships with their customers.

As AI continues to advance, we can expect to see even more innovative applications in the telecom industry.

The leadership appointment is a strategic move for Infobip in further strengthening partnerships and innovation in EMEA.

Mirza is no stranger to the company and has garnered nearly a decade of experience at Infobip, during which he has held a number of leadership roles within the telecom partnerships department.

His background includes serving as Head of Telecom Partnerships for Africa, where he successfully improved connectivity optimisation, monetised telecom products, and managed high-stakes partnerships.

Prior to joining Infobip, Mirza honed his expertise in sales and analytics, blending relationship-driven strategies with data-driven decision-making to deliver impactful business outcomes.

“Infobip operates at the forefront of telecommunications innovation, enabling seamless communication for businesses worldwide. By prioritising strong relationships and aligning strategies with emerging industry trends like 5G infrastructure and fintech convergence, my goal will be to solidify Infobip’s position as a trusted partner in the telecom ecosystem”, said Mirza Bukva, director of Operator Partnerships for EMEA region at Infobip.

As Director of Operator Partnership for EMEA, Mirza will lead the development and execution of telecom partnership strategies across the region.

His responsibilities include managing relationships with key operators, aligning Infobip’s solutions with evolving market needs, and driving revenue growth.

He aims to leverage his extensive experience to foster long-term collaborations that create sustainable value for both Infobip and its partners.

“Mirza’s appointment aligns with the company’s vision to enhance its leadership in the telco sector by forging deeper partnerships, driving digital transformation, and unlocking growth opportunities through cutting-edge solutions such as Communications Platform as a Service (CPaaS) and Artificial Intelligence (AI)-driven customer engagement. He will be instrumental in continuing to redefine communication technology across EMEA”, said Matija Ražem, chief commercial telecom officer at Infobip.

Mirza’s focus will span over Europe’s competitive telecom landscape, the Middle East’s markets, and Africa’s digital transformation opportunities.

He plans to tailor partnership strategies to address regional nuances while aligning them with Infobip’s global objectives.

As consumers increasingly demand seamless connectivity and personalised service, innovative CX solutions must become a top priority for telecom companies looking to stand out in a highly competitive market.

Previously, pricing and network quality were the primary factors for customer retention, but now CX has emerged as equally important.

Adopting a new approach to managing telco customer experience requires embracing a comprehensive platform equipped with tools to streamline interactions, anticipate needs, and deliver personalised experiences.

Fundamentally, data-driven analysis plays a crucial role in improving customer satisfaction, and an enhanced CX ultimately aids in customer retention. When organisations effectively leverage this valuable source of insight, they gain a significant competitive advantage.

However, despite having abundant data, most telecom operators are not exploiting the full potential of analytics and insight-driven personalisation.

This oversight prevents them from achieving a true competitive advantage and maximising revenue growth.

Customer expectations can be met by plugging advanced data analytics into every stage of the CX journey, and given the complexity of telecom data, ensuring accuracy and consistency across various systems is imperative.

The incorporation of Artificial Intelligence (AI) and Machine Learning (ML) into data analysis is becoming increasingly crucial for telecom companies.

AI’s ability to analyse large datasets and recognise patterns will provide telecom companies with a potent tool for predictive analysis and decision-making.

For example, AI can analyse customer behaviour and service preferences to anticipate future service demand, enabling proactive adjustments and personalised offerings.

More telecoms are recognising the need to maximise value and personalise interactions in Customer Value Management (CVM), and not just in the support arena.

They are increasingly incorporating preferred customer channels that enable rich communication, alongside marketing engagement solutions supported by a customer data platform.

Additionally, the operational advantages are significant, as AI-driven insights lead to better resource allocation, reduced operational expenses and enhanced strategic planning.

By leveraging these technologies, telecoms can not only improve their service delivery but also streamline their operations, resulting in greater overall efficiency and cost-effectiveness. 

Personalised customer experience

By adopting omnichannel strategies, telcos can offer personalised customer experiences across various channels and devices.

This includes traditional touchpoints like SMS, voice and email, as well as popular messaging apps such as WhatsApp, Facebook Messenger, Viber, and Telegram.

More critically, an omnichannel solution provides failover options and seamless transfer to support agents, while also enabling telcos to use customer data to contact them at the right time on the right channel and with the right message.

Market trends suggest that subscribers are increasingly moving away from an app-only approach. Instead, they want to communicate with brands using their preferred methods, so businesses must ensure they are where their customers are.

Furthermore, the adoption of emerging technologies such as 5G, the Internet of Things (IoT) and edge computing will redefine possibilities, opening new paths for growth and transformation.

As we step into this new era, the shift of telcos from purely offering traditional communication services to becoming technology leaders highlight the industry’s resilience and capacity for reinvention.

The future of telecommunications goes beyond connectivity to pioneering the digital frontier, offering unparalleled opportunities for innovation, engagement and growth. By embracing these trends, telcos can unlock new revenue streams, enhance customer relationships, and place themselves at the centre of the digital economy.

Promising future

As AI technologies and tools become increasingly prevalent in the telecom industry, the future looks promising, offering numerous opportunities for forward-thinking telco leaders.

With the advent of the 5G network standard and the upcoming 6G, AI is set to continue transforming telecom operations, processes and services.

Telcos must adapt to new technologies, address the current lack of automation and meet evolving customer needs. For instance, AI-powered chatbots and virtual assistants can enable telecom operators to provide high-quality customer service easily, reliably and conveniently.

Utilising these bots allows telcos to offer personalised support, 24/7 assistance and prompt responses to customer queries, leading to enhanced customer engagement and satisfaction, reduced waiting times and efficient service delivery.

Additionally, these bots can act as strong sales agents, identifying customer needs, recommending products and services, and facilitating purchases, thus driving revenue growth.

To maximise these benefits, telcos should partner with a global engagement leader with unique industry expertise and reliable business guarantees.

By leveraging advanced analytics, AI, and ML, telcos can enhance customer experience, streamline operations, and unlock new revenue streams.

As the industry continues to evolve with the advent of technologies like 5G and IoT, telecom operators must prioritise personalised, omnichannel customer interactions to stay competitive.

Embracing these innovations not only positions telcos as technology leaders but also ensures they meet the ever-evolving demands of their customers, paving the way for sustained growth and transformation in the digital era.