Moving away from the current application-to-person (A2P) messaging, Infobip forecasts a widespread shift to an agent-to-person model, eventually leading to a fully autonomous agent-to-agent future by 2030.

The Evolution of Engagement

Swift AI adoption is driving enterprises toward agentic AI communication models, which drive autonomous customer communications across all touchpoints.

This technology enables hyper-personalisation across multiple channels, creating highly engaging content tailored to individual needs.

Silvio Kutić, Infobip CEO, comments:

 “How we communicate with brands is constantly evolving. In this new agentic AI world, brands must seize the opportunity to take a holistic approach to communication. They must capitalise on the hyper-personalisation made available through agentic AI and rich communication channels like RCS and WhatsApp.”

In West African markets like Nigeria, Infobip has been supporting enterprises across industries including banking and financial services, telecommunications, retail, and the public sector for over five years.

The company has helped local organisations modernise customer engagement through omnichannel communication, conversational messaging, and AI-powered solutions, positioning Nigerian brands to compete in an increasingly digital, experience-driven economy.

This success extends across the region and the broader continent, where Infobip maintains local operations in Kenya, Ghana, Morocco, Egypt, and South Africa, supporting enterprises with secure, scalable AI-powered communications.

The Agent-to-Agent Future

Looking ahead to 2030, Infobip envisions personal AI assistants embedded in smartphones handling complex tasks independently.

For example, a user’s personal AI could autonomously negotiate with a travel company’s AI to research, book, and purchase a holiday based on the user’s digital habits and preferences.

The Challenge for Brands

To succeed in this new landscape, businesses must eliminate data silos. Effective AI agents require a unified view of customer touchpoints – from marketing to support – to deliver the personalised experience consumers will become accustomed to.

Currently, business readiness is low, with only about 5% of enterprise AI agent projects reaching production due to unstructured data and internal barriers.

“Enterprises must act now,” Kutić emphasizes. “Organisational structures that facilitate seamless data sharing will be the key to successful AI agent adoption. While a personal AI agent booking a holiday might seem futuristic today, brands unable to meet this future will risk losing their competitive edge.”

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This year the company is placed furthest in Completeness of Vision. Infobip views this third consecutive recognition as acknowledging its status as a global CPaaS powerhouse.

Magic Quadrant reports are a culmination of rigorous, fact-based research in specific markets, providing a wide-angle view of the relative positions of the providers in markets where growth is high and provider differentiation is distinct.

Providers are positioned into four quadrants: Leaders, Challengers, Visionaries and Niche Players.

The research enables customers to get the most from market analysis in alignment with their unique business and technology needs. As a Leader, Infobip is recognized for both its Ability to Execute and its Completeness of Vision.

Infobip powers conversations for some of the world’s most innovative businesses including Microsoft, Uber, Meta, NEXT, Digitaleo, AXA Partners, and the MoneyGram Haas F1 Team.

Its full-stack omnichannel platform spans voice, SMS, email, and Rich Communication Services (RCS), delivering advanced conversational capabilities and AI-enhanced experiences.

Complementing this, Infobip’s strategic partnerships with Deutsche Telekom AG, NVIDIA, Telefónica, and others highlight its commitment to driving innovation and building next-generation communication and AI infrastructures.

Infobip is accelerating the future of CPaaS through bold innovation in AI and automation. Its AI Hub seamlessly integrates agentic AI, generative AI and advanced analytics to drive scalable customer engagement.

At the same time, Infobip is driving global adoption of RCS Business Messaging and pioneering the expansion of the Network API ecosystem, reinforcing its leadership in emerging communication technologies.

Silvio Kutić, CEO at Infobip, said: 

“We’re not just participating in the evolution of communications; we are defining it in co-creation with our customers and partners. We will continue setting the pace in transforming how global enterprises connect, engage, and grow. We believe that being recognized by Gartner as a Leader is a strong validation of our continuous innovation and strategic foresight.”

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The documentary details Infobip’s exponential growth and how it has helped some of the world’s most well-known businesses provide more conversational customer experiences that drive loyalty.

Consumers want a conversation with their favourite business or brand on the channels they use with their families and friends.

They no longer want to swap between multiple apps or websites. So, brands must be able to provide seamless and conversational experiences.

From its creation in 2006, Infobip has been at the forefront of providing innovative omnichannel communications and has helped democratise the communication between businesses and customers.

For instance, Infobip has helped Uber remain competitive in key markets like APAC, EMEA and LATAM serving over 110 million users with its products.

Since the partnership began in 2019, Infobip provides number masking for secure end-to-end communication between drivers and passengers, achieving a 90% global call anonymisation target.

Over time, the partnership has expanded to include additional valuable services, such as SMS alerts and WhatsApp communication, even enabling users to order an Uber directly.

The documentary also details how Infobip’s innovative products and services help brands gain competitive advantage, showcasing conversational AI and new messaging channels such as RCS.

Silvio Kutić, CEO at Infobip, said: “As technology and customer preferences evolve, Infobip has been at the forefront of driving innovation in omnichannel communications as our partnership with Uber demonstrates. By learning by doing, our dedicated team continues to explore new frontiers and deliver market-leading solutions that provide seamless conversational experiences between businesses and their customers.”

Watch Infobip’s documentary HERE.

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Global cloud communications platform Infobip has been ranked as the number one Communications Platform as a Service (CPaaS) provider in analyst firm Metrigy’s first CPaaS MetriRank report.

The report identifies the top ten players in the global CPaaS market, assessed against criteria that include market share, financials, market share momentum, product mix, customer sentiment, and customer business success.

Infobip was ranked ahead of competitors after receiving the maximum score for customer sentiment, customer business success, and product mix.

The firm was the only provider to achieve the maximum score for customer sentiment. Metrigy’s customer sentiment and customer business success scores are based on feedback from its annual survey of 1,695 companies across North America, Europe, and Asia Pacific.

Diane Myers, principal analyst responsible for Metrigy’s MetriRank reports, said:

“Infobip is the leader in our first CPaaS MetriRank report, number two in market share, and the highest product mix and customer sentiment ratings. With a stronghold in Europe, over the past two years, Infobip has extended its global reach and capabilities through key acquisitions.”

Silvio Kutić, CEO at Infobip, said:

“Our recognition by Metrigy as the number one CPaaS provider globally demonstrates the breadth and depth of our capabilities alongside our relentless focus on our customers – evidenced by our maximum score for customer sentiment. Moreover, as Metrigy notes, artificial intelligence is becoming more critical in the market, and we have made significant investments to provide innovative AI-powered products and services to meet our customer’s evolving business needs.

“With the CPaaS market forecast to grow to $16.1 billion by 2027, according to Metrigy, we are continuing to innovate to remain the leading full-stack omnichannel communications platform for every platform.”

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In its Competitive Landscape CPaaS report, Gartner said:

“The communications platform as a service market is evolving beyond APIs to encompass the entire customer journey. Existing conversational commerce use cases are broadening to become conversational everything.”

In the same report, the analyst recommended CPaaS providers must: “construct customer experience as a service (CXaaS) offerings to target the entire customer life cycle by encompassing not just CPaaS, but also contact centre, customer data platform (CDP) and conversational artificial intelligence (CAI), as well as customer journey orchestration.”

Gartner also recommended providers: “accelerate time to value for customer experience (CX) by providing tools such as user-friendly templates, ‘solutions in a box’ for advanced use cases, improved visual builders and detailed journey analytics.”

To meet these evolving demands, Infobip recently launched Experiences, a revolutionary generative AI-powered, no-code journey builder that helps businesses engage customers, foster loyalty, and drive growth. Infobip Experiences enables organizations to orchestrate customer journeys and save time with a library of journey templates from onboarding and engagement to retention and loyalty.

Alongside its network of 43 data centres and 9,700 global connections, of which 800 are direct operator connections, customers cite Infobip’s worldwide reach and scale, along with its delivery and latency guarantees, as key differentiators.

Silvio Kutić, CEO at Infobip, said: “We believe the Gartner recognition of Infobip as a Leader in the CPaaS market reflects the investments we’re making to provide innovative new products and services alongside our global reach and scale. Moreover, our acquisitions of U.S. messaging heavyweight OpenMarket and VoIP provider Peerless Network have cemented our superior position in America alongside our market-leading offer globally.

“As a result, we offer a global one-stop shop for omnichannel interactions and communications. But we’re not stopping now. With the CPaaS market forecast to grow to $30.6 billion by 2026, we are keeping our foot on the gas to ensure we remain the leading full-stack omnichannel communications platform for every platform.”

Gartner’s Magic Quadrant reports are a culmination of rigorous, fact-based research in specific markets, providing a wide-angle view of the relative positions of the providers in those markets. Providers are positioned into four quadrants: Leaders, Challengers, Visionaries, and Niche Players.

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According to global market research firm Forrester better customer experience leads to higher revenue growth. So, as the world enters a more challenging economic climate, Infobip advises businesses to focus on the following five trends to delight customers and maintain a competitive advantage this year:

1. Composable tech platforms will drive speed and scale

In an increasingly cost-conscious environment, businesses and brands will look for composable technology platforms to reduce implementation time and deliver transformation more quickly.

In the past two years, 50 percent of companies have had to transform at great speed, according to an Accenture survey of 4,053 c-suite executives.

To meet this speed of change, businesses will need to adopt plug-and-play composable tech platforms. Such interoperable solutions enable organizations to quickly integrate new capabilities through easy integration, increasing time to impact while reducing infrastructure costs and implementation timelines.

Data from Accenture shows that companies with high interoperability unlocked up to five additional percentage points of revenue growth than companies with low or no interoperability.

Composable tech platforms will drive innovation, augment customer experience and deliver faster and more extensive digital transformation.

For instance, our integration with Adobe Marketing Cloud enables firms to engage with their customers via SMS and WhatsApp, ensuring global reach and high delivery rates. 

2. Hyper automation and intelligent bots will deliver efficiencies

Automation can come in many forms, but the breakthrough in customer experience will be in the adoption and scaling of automated bots.

“As ChatGPT shows, chatbots continue to advance by leaps and bounds. We expect to see scaling text bots alongside progress with voice and video bots. As a result, businesses and brands will create and deploy bots that bring a new level of automation, speed, and availability. Such intelligent virtual assistants will help scale customer service, drive efficiencies and enable businesses to up and cross-sell. More advanced bots will also enable brands to enhance marketing and sales automation. Such bots will answer product or pricing questions, schedule deliveries and take payments – all within a customer’s favorite channel”.

3. Hyper personalized end-to-end CUSTOMER EXPERIENCE JOURNEYS enabled by artificial intelligence and analytics

Businesses will look for more intelligent ways to operate to drive efficiencies. Hyper personalized end-to-end customer experiences enabled by artificial intelligence and analytics will become a critical part of the customer journey, providing better experiences for customers and agents. AI and analytics can already respond to basic queries. Next year, Infobip expects organizations to use AI and analytics to predict customer behavior and drive real-time responses. For instance, companies will provide hyper-personalized messaging that instantly adapts to each individual and their preferences and ways of communication.

Businesses will look to apply such tools to all parts of the customer journey to create hyper-personalized experiences to increase loyalty and drive sales.  

This trend will be accelerated by the increasing shift to first-party data and automation in writing AI code.

4. Immersive hybrid ‘phygital’ experiences will bridge the real and online worlds

In 2023, Infobip expects a world where the physical and digital meet to create immersive experiences that customers want, where and when they want them. Such experiences help enhance customer engagement while providing greater convenience around ordering, paying and delivery. Retailers will continue to integrate technology into their stores, using data to personalize what customers hear, smell and see. For instance, geofencing, a location-based marketing tool, enables retailers to send automatic alerts, such as coupons or promotions, when a customer enters the area around the store.

Meanwhile, eCommerce platforms will use virtual and augmented reality to create a 21st-century digital store.

Brands are enabling customers to ‘try on’ clothes through virtual dressing rooms. Customers can see how they look in the clothes they might want to buy, all from the palm of their hand. Infobip expects the first launch of a digital replica of a product using AR or VR.

Some companies such as Amazon and Alibaba are combining the retail and eCommerce experiences. Hema, Alibaba’s fresh food-focused ‘New Retail Store’, allows customers to shop in-store or through its app. It provides customers with augmented reality integrations in-store, where they can scan products to reveal their origins, deliver items and pay with facial-recognition technology.

Amazon is harmonizing the physical and digital to deliver highly personalized customer experiences. It uses customer data from many sources – from online browsing activity to how customers navigate stores – to tailor store experiences to everyone.

5. Conversational user experiences

Everything will become conversational next year. Customers now have access to more channels and devices than ever before. Whether for marketing, support or sales, they increasingly want conversations with a business or brand on their preferred chat channels. By creating a richer and more proactive experience, Infobip expects to see two-way conversations scale hugely across the customer journey.

This year, we will see greater app-like experiences in chat apps. For instance, Infobip has developed an AI-powered chatbot for Uber that enables its customers to order a ride through WhatsApp, creating a seamless booking experience.

Many the major tech companies including WhatsApp, Google and Apple will launch new features this year that enhance their conversational capabilities.

There is also speculation that others like Microsoft will enter the conversational market with a new ‘super app’. Moreover, Infobip expects to see such user experiences expand across sectors from ride sharing to healthcare and even the public sector as it adapts to conversational everything.

Speaking in reference to the top five trends, Ivan Ostojić, Chief Business Officer at Infobip, said: “Customer experience can make or break a business. So, against a more difficult economic climate, we expect brands to focus on delighting their customers to remain competitive. But organizations may struggle to meet customer demands and provide the experiences their customers have come to expect without scalable and easy-to-use omnichannel communications. That is why Infobip continues to innovate and co-create with our clients and partners to ensure we are the one communication platform for every platform that helps businesses connect with people that are best for them.”

Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey.

Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty.

With over a decade of industry experience, Infobip has expanded to 70+ offices globally. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected directly to over 700 telecom networks. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić.

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The acquisition enhances Infobip’s presence in the U.S. and enables the firm to expand its voice offering worldwide, creating a global one-stop shop for omnichannel communications. The value of the deal is around $200 million.

As a result of the deal, Infobip’s clients can now access the U.S. market through Peerless Network, whose nationwide voice network covers 98% of Americans across 49 states. In addition, Infobip now offers Peerless Network’s client’s access to its market-leading communications platform-as-a-service (CPaaS), helping them broaden their omnichannel capabilities and connect with their customers globally at scale.

“With 57% of U.S. companies already using CPaaS, Infobip’s acquisition of Peerless Network enables the firm to immediately increase both its coverage and capabilities,” said Courtney Munroe, research vice president and analyst, at IDC. “A strong U.S. presence adds to Infobip’s key differentiators including its broad product portfolio, global scale, local touch, and high quality of service. Infobip has a great reputation for reliability, a good price-quality ratio based on its large number of direct connections. It also offers solid round-the-clock support – all of which benefit and provide an appealing proposition for Peerless Network’s customers.”

Established in 2008, Peerless Network delivers agile, cost-effective, and simple-to-deploy voice services, including unified communications-as-a-service, session initiation protocols (SIP) trunking, messaging, APIs and Microsoft Teams integration. Its clients include Fortune 500 companies, world-leading mobile network operators, mobile virtual network operators, interexchange carriers, and America’s largest competitive local exchange carriers and VoIP Service Providers.

“America is home to many world-leading platform businesses and enterprises, so cementing Infobip’s presence in the U.S. with this deal is a significant milestone,” said Silvio Kutić, CEO of Infobip. “It confirms our global growth strategy to better help businesses reach their customers on the right channel at the right time to boost reliability and drive sales. Moreover, combining Peerless Network’s leading voice offering with Infobip’s global messaging capabilities prepares us for leadership in the rapidly developing market for cloud communications. With a strengthened voice proposition and a global presence, we help companies make more meaningful customer connections worldwide.”

The acquisition creates an end-to-end solution for omnichannel communications and empowers businesses with best-in-class SaaS-enabled CPaaS software. Together, the firms offer a network of local teams serving businesses around the world.

“Infobip is the market-leading communications platform-as-a-service with full-stack capabilities and global scale from which our customers will now benefit. Combined with our leading voice network, we now offer a one-stop shop for omnichannel communications,” said John Barnicle, CEO of Peerless Network. “Together, our firms offer a network of local teams serving businesses around the world where customers benefit from the most comprehensive suite of SaaS-enabled CPaaS software available today.”

Combined, the two businesses process more than 30 billion monthly customer interactions across the full range of communication channels, in more than 190 countries. 

The acquisition closely follows Infobip’s acquisitions of U.S. messaging heavyweight OpenMarket, the world’s No. 1 SMS firewall provider, Anam,, the developer Shift Conference franchise, and tech portal and publication Netokracija.

“The people, culture and history of Infobip and Peerless Network are similar,” said Kutić. “Both are successful, innovative businesses that have succeeded because of the strength and talent of their people. Combined, those people will create an unstoppable force in the industry that is extremely positive for employees as well as customers, vendors, and prospects.”

Tax and financial support was performed by Ernst & Young (EY). Latham & Watkins LLP served as legal advisor and Regions Securities as financial advisor to Infobip.

Moelis & Company LLC acted as exclusive financial advisor to Peerless Network and DLA Piper acted as legal advisor.

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