India business messaging market: India’s business messaging market set to hit billion-dollar revenue mark in 2025

India’s business messaging market is set to breach the $1 billion revenue mark in 2025, from around $810 million in 2024, driven by the advanced channels such as WhatsApp Business and RCS (rich communication services) by Google and Apple, according to various estimates by research firms.Experts also predict price wars to continue in the India market among multiple channels such as WhatsApp and RCS which have practically become cheaper than SMSes in certain categories of messaging. According to Mordor Intelligence, the India CPaaS (communication-platform-as-a-service) market is estimated at $1.01 billion in 2025, and will grow to $3.06 billion by 2030.

Meanwhile, as per previous estimates by Gartner, the market shall reach $3.2 billion by 2028 from $1.3 billion in 2023. The year will see three key innovations driving this growth – availability of Apple RCS in India, GenAI-driven chat and voice bots for customer communications and WhatsApp voice communications for businesses.

“The CPaaS landscape is poised for transformative growth in 2025, driven by advancements in AI, evolving customer expectations, and the expansion of conversational tech,” said Harsha Solanki, VP GM Asia, Infobip.

She added interest in GenAI among Indian businesses is growing, with 30% of companies planning to invest in GenAI for personalized customer experiences and 4% already implementing these solutions.

Advanced channels

Both OTT channels – WhatsApp and RCS – are set to reach a combined market of $1.6 billion and capture 50% of value share of India’s commercial messaging market, Gartner said. This is sharply against the split until a few years back when enterprises spent 85% of CPaaS budgets on foundational services like SMS while 15% is towards next-gen comm applications.

A joint report by Omdia and Infobip projects that RCS alone will account for $544 million in revenue by 2029 generated from 254 million transactions in India. This would be 25% of RCS revenues in Asia and Oceania. Notably, RCS – which is the rich iteration of SMS – is a telco-controlled protocol. This means a win-win for both Google/Apple and telecom operators which work on a revenue share model, say experts. The trajectory is similar in the global market.

Juniper Research predicts that Apple’s support will be a major growth driver of rich media traffic globally. By 2028, RCS business messages delivered by CPaaS platforms globally are expected to reach 86 billion; rising from just 2.5 billion in 2024. Overall, the global CPaaS market will grow from $28 billion in 2024 to $58 billion in 2028, Juniper said.