세계의 A2P 및 비즈니스 메시징 시장(2025-2030년)

'Conversational Use Cases Fuel Global Messaging Boom: Nearly 3 Trillion Business Messages by 2030'

Overview

Our extensive "A2P & Business Messaging" research suite comprises detailed analysis of a market undergoing rapid evolution. It provides guidance to mobile operators on how to navigate this shift and grow revenue from business messaging in the future. This report assesses the significant disruption in the market; including Rich Communication Services (RCS) support on iOS, SMS challenged with high prices and fraud, and over-the-top (OTT) business messaging channels launching new capabilities and undercutting SMS prices.

The A2P messaging market report includes several different options that can be purchased separately. This includes access to a market forecast of A2P messaging traffic and revenue, split by A2P SMS, RCS business messaging, and OTT business messaging channels, and further split by eight industries. This includes a comprehensive study highlighting the latest market trends and opportunities, as well as a Competitor Leaderboard document containing an extensive analysis of the major players in the A2P messaging space, backed by 18 interviews with leading market players. The coverage can also be purchased as a full research suite, containing all these elements and including a substantial discount.

The study will provide operators with recommendations on how to effectively monetise A2P SMS and RCS business messaging over the next few years. Moreover, it assesses the A2P SMS, RCS business messaging, and OTT business messaging markets in detail; identifying key trends impacting the growth of each channel.

All report content is delivered in the English language.

Key Features

• Market Dynamics: Provides detailed insight into the outlook of the A2P messaging market; assessing key drivers to future market growth, including the impact of small and medium-sized enterprise adoption, as well as the growth in demand for rich media and conversational messaging use cases. It addresses key partnerships that A2P messaging players must prioritise for future success in the market, as well as essential business models. The research also explores the shift in demand for business messaging traffic across key industries, including banking, insurance, healthcare, hospitality, retail, transportation, media & entertainment, and IT & tech.
• Key Takeaways & Strategic Recommendations: In-depth analysis of key development opportunities, industry trends, and findings within the A2P messaging market; accompanied by key strategic recommendations for stakeholders.
• Benchmark Industry Forecasts: This provides market sizing and forecasts for the A2P messaging market, including five-year forecasts for total A2P messaging traffic, and operator and messaging platform revenue split by A2P SMS, RCS business messaging, and OTT business messaging, and further split by industry, including banking, insurance, healthcare, hospitality, retail, transportation, media & entertainment, and IT & tech.
• Juniper Research Competitor Leaderboard: Key industry player capability and capacity assessment for 24 A2P messaging vendors, via the Juniper Research Competitor Leaderboard.

SAMPLE VIEW

Market Data & Forecasting Report

The numbers tell you what's happening, but our written report details why, alongside the methodologies.

SAMPLE VIEW

Market Trends & Strategies Report

A comprehensive analysis of the current market landscape, alongside strategic recommendations.

Market Data & Forecasting Report

The market-leading research suite for the "A2P & Business Messaging" market includes access to the full set of market forecast data of over 210 tables and more than 146,000 datapoints. Metrics in the research suite include:

• Total A2P messaging traffic and revenue, split by channel:
  • A2P SMS
  • RCS Business Messaging
  • OTT Business Messaging
• Total A2P messaging traffic and revenue is then further split by industry:
  • Banking
  • Insurance
  • Healthcare
  • Hospitality
  • Retail & eCommerce
  • Transportation
  • Media & Entertainment
  • IT & Tech
  • Other
• Total messaging platform revenue from business messaging.

Juniper Research Interactive Forecast Excel contains the following functionality:

• Statistics Analysis: Users benefit from the ability to search for specific metrics; displayed for all regions and countries across the data period. Graphs are easily modified and can be exported to the clipboard.
• Country Data Tool: This tool lets users look at metrics for all key regions and countries in the forecast period. Users can refine the metrics displayed via a search bar.
• Country Comparison Tool: Users can select and compare different countries. The ability to export graphs is included in this tool.
• What-if Analysis: Here, users can compare forecast metrics against their own assumptions, via five interactive scenarios.

Market Trends & Strategies Report

This market study examines the "A2P & Business Messaging" landscape in detail; assessing how disruption within the market will impact the future growth in operator revenue from business messaging; providing insight into where future growth in business messaging traffic will be, and key use cases driving this growth. The report offers in-depth analysis of the strategic opportunities for operators; addressing key partnership and monetisation opportunities.

It evaluates industry-level opportunities for A2P messaging growth; summarising the forecasted growth in traffic across A2P SMS, RCS business messaging, and OTT business messaging for each industry. The research provides an understanding of each industry's needs from business messaging, and how these needs will drive the shift in business messaging channel preferences for different industry use cases over the next few years.

Competitor Leaderboard Report

This "A2P & Business Messaging" market study includes a Competitor Leaderboard report, which provides detailed evaluation and market positioning of 24 A2P messaging vendors. The vendors are positioned as established leaders, leading challengers, or disruptors and challengers, based on product and capability assessments.

Juniper Research's Competitor Leaderboard for A2P & Business Messaging includes the following key players:

This report is centred around the Juniper Research Competitor Leaderboard; a vendor positioning tool that provides an at-a-glance view of the competitive landscape in a market, backed by robust methodology.

Table of Contents

Market Trends & Strategies

1. Key Takeaways & Strategic Recommendations

• 1.1. Key Takeaways
• 1.2. Strategic Recommendations

2. Future Market Outlook

• 2.1. Introduction: A2P Messaging Market
• 2.2. Future Outlook: A2P Messaging Market
  • Figure 2.1: Total A2P Messaging Traffic (m) Split by Channel: A2P SMS, RCS Business Messaging, OTT Business Messaging, 2025-2030
  • 2.2.1. Key Trends Driving A2P Messaging Revenue Growth
    • i. SME Adoption
    • ii. Increased Demand for Conversational Messaging
    • iii. Apple Launch of RCS and Roll-out
      • Figure 2.2: Proportion of Mobile Subscribers That Are RCS-capable, in 8 Key Regions in 2025 (%)
    • iv. Technological Advancements
      • Figure 2.3: Example of Agentic AI in Customer Support
• 2.3. A2P SMS
  • 2.3.1. Future Outlook: A2P SMS
    • Figure 2.4: Total Revenue from A2P SMS ($m), Split by 8 Key Regions, 2025-2030
    • i. Key Regulation Changes
      • Table 2.5: China's Regulations on A2P SMS
      • Figure 2.6: A2P SMS Traffic in China (m), 2024-2025
      • Table 2.7: Ireland's Sender ID Registration
  • 2.3.2. Operator Recommendations to Respond to A2P SMS Decline
• 2.4. RCS Business Messaging
  • 2.4.1. Future Outlook: RCS Business Messaging
    • Figure 2.8: Total Number of A2P RCS Messages Received per annum (m), 2022-2030
    • Figure 2.9: RCS Business Messaging Traffic in India (m), 2024-2030
    • Figure 2.10: RCS Business Messaging Traffic in the US (m), 2024-2030
    • Figure 2.11: RCS Business Messaging Traffic in West Europe (m), 2024-2030
    • Table 2.12: T-Mobile Penalties for RCS Business Messaging Traffic Violating Code of Conduct
    • i. Monetisation of RCS
  • 2.4.2. RCS Business Messaging: Market Challenges
    • i. Differences in Compliance
      • Table 2.13: Details of RCS Business Messaging Compliance in Select Markets in 2025
    • ii. Pricing Models
    • iii. P2P RCS Fraud
• 2.5. OTT Business Messaging
  • 2.5.1. Future Outlook: OTT Business Messaging
    • i. Trend Towards Superapps
    • ii. Impact of WhatsApp Per-message Pricing Model Change
      • Figure 2.14: SMS vs WhatsApp Authentication Pricing ($), as of July 2025, in Key WhatsApp Markets
  • 2.5.2. Operator Response to OTT Business Messaging

3. Shifting Industry Demand for Business Messaging

• 3.1. Key Use Cases & Industries for Business Messaging

Competitor Leaderboard

1. Juniper Research Competitor Leaderboard

• 1.1. Why Read this Report
  • Table 1.1: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio (1 of 2)
  • Table 1.2: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio (2 of 2)
  • Figure 1.3: Juniper Research Competitor Leaderboard: A2P Messaging Vendors
  • Table 1.4: Juniper Research Competitor Leaderboard: Vendors & Positioning

2. Vendor Profiles

• 2.1. A2P Messaging Vendor Profiles
  • 2.1.1. Bird
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.2. CEQUENS
    • i. Corporate Information
      • Table 2.1: CEQUENS' Acquisitions, 2016-present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.3. Clickatell
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.4. CM.com
    • i. Corporate Information
      • Table 2.2: Relevant Acquisitions Made by CM.com, 2020-present
      • Table 2.3: CM.com's Select Financial Information (Euro-m), 2022-2024
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.5. Comviva
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.6. Globe Teleservices
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.7. Global Message Services (GMS)
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.8. Infobip
    • i. Corporate Information
      • Table 2.4: Infobip's Acquisitions - April 2021 to Present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.9. Interop Technologies
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.10. LANCK Telecom
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.11. LINK Mobility
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.12. Mitto
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.13. Monty Mobile
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.14. Orange Wholesale
    • i. Corporate Information
      • Table 2.5: Orange Group's Revenue for Financial Years 2022-2024 (Euro-bn)
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.15. Plivo
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.16. Proximus Global
    • i. Corporate Information
      • Table 2.6: Proximus Global Select Financial Information (Euro-m), FY23-FY24
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.17. Sinch
    • i. Corporate Information
      • Table 2.7: Sinch's Most Recent Acquisitions, 2020-2021
      • Table 2.8: Sinch's Select Financial Information (SEKm), 2022-2024
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.18. SMSPortal
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Customers & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.19. Soprano Design
    • i. Corporate Information
    • ii. Geographical Spread
      • Figure 2.9: Soprano Design's Global Reach and Support Network
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.20. Syniverse
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Customers & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.21. Tanla Platforms
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.22. Tata Communications
    • i. Corporate Information
      • Table 2.10: Tata Communications' Select Financial Information (Indian Rupee in crore), FY 23-24 & FY 24-25
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.23. Twilio
    • i. Corporate Information
      • Table 2.11: Twilio's Revenue Information 2022-2024
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.24. Vonage
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
• 2.2. Juniper Research Leaderboard Assessment Methodology
• 2.3. Limitations & Interpretations
  • Table 2.12: Juniper Research Competitor Leaderboard Scoring Criteria
• 2.4. Related Research

Data & Forecasting

1. Market Summary & Future Outlook

• 1.1.1. A2P Messaging Market Summary & Future Outlook
• 1.2. A2P Messaging Forecasts
  • 1.2.1. Total A2P Messaging Traffic
    • Figure & Table 1.1: Total A2P Messages Delivered per annum (m) (Including A2P SMS, OTT Business Messages & RCS Business Messaging), Split by 8 Key Regions, 2025-2030
  • 1.2.2. Total Operator Revenue from Business Messaging Traffic
    • Figure & Table 1.2: Total Operator Revenue from A2P SMS & RCS Business Messaging Traffic ($m), Split by 8 Key Regions, 2025-2030
• 1.3. A2P SMS Messaging Market
  • 1.3.1. A2P SMS Messaging Forecast Methodology
• 1.4. A2P SMS Messaging
  • 1.4.1. Total Traffic Across A2P SMS
    • Figure & Table 1.3: Total Number of A2P SMS Messages per annum (m), Split 8 Key Regions, 2025-2030
  • 1.4.2. Operator Revenue from Directly Connected A2P SMS Traffic
    • Figure & Table 1.4: Total A2P SMS Message Revenue ($m), Split by 8 Key Regions, 2025-2030
  • 1.4.3. Key Market Verticals and A2P SMS Message Revenue
    • Figure & Table 1.5: Mobile Network Operator Revenue (MNO) from Directly Connected A2P SMS Traffic ($m), Split by Sector, 2025-2030
    • Figure 1.6: A2P SMS Forecast Methodology

2. RCS Business Messaging

• 2.1. RCS Business Messaging Market
  • 2.1.1. RCS Business Messaging Forecast Methodology
  • 2.1.2. Total Traffic Across RCS Business Messaging
    • Figure & Table 2.1: Total Number of A2P RCS Messages Received per annum (m), Split by 8 Key Regions, 2025-2030
  • 2.1.3. Operator Revenue from A2P RCS Messaging
    • Figure & Table 2.2: MNO Revenue from A2P RCS Traffic ($m), Split by 8 Key Regions, 2025-2030
  • 2.1.4. Key Market Verticals and RCS Business Messaging
    • Figure & Table 2.3: MNO Revenue from RCS Business Messaging Traffic ($m), Split by Sector, 2025-2030
    • Figure 2.4: A2P RCS Forecast Methodology

3. OTT Business Messaging

• 3.1. OTT Business Messaging Market
  • 3.1.1. OTT Business Messaging Forecast Methodology
  • 3.1.2. Total OTT Business Messaging Traffic
    • Figure & Table 3.1: Total A2P OTT Traffic (m), Split by 8 Key Regions, 2025-2030
  • 3.1.3. Revenue from OTT Business Messaging
    • Figure & Table 3.2: Total Revenue from OTT Business Messaging Traffic ($m), Split by 8 Key Regions, 2025-2030
  • 3.1.4. Key Market Verticals and OTT Business Messaging
    • Figure & Table 3.3: Total Revenue from OTT Business Messaging Traffic ($m), Split by Sector, 2025-2030
    • Figure 3.4: A2P OTT Messaging Forecast Methodology