Global communications platform Infobip has reported record-breaking communications interactions during Cyber Week, underscoring the rising importance of Rich Communication Services (RCS) and conversational experiences. The platform recorded 11.6 billion communications interactions between Friday, 29 November, and Monday, 2 December, representing a 41% increase compared to last year.
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The data highlights a growing preference for conversational experiences, where customers can seamlessly complete entire journeys — from browsing to purchasing — on a single channel. This year, SMS, email, and WhatsApp together accounted for 5.5 billion interactions. Notably, email interactions saw a substantial 94% increase compared to 2023. As anticipated by Infobip, RCS interactions also rose significantly, solidifying its role as a key channel for retailers globally. During Cyber Week, RCS interactions increased by an impressive 349% compared to the previous year.
The data further revealed a notable increase in interactions on Saturday, 30 November, and Sunday, 1 December, with over 5.1 billion interactions recorded up from 3 billion during the same period in 2023. This trend highlights the growing efforts of businesses and brands to engage cost-conscious consumers beyond Black Friday and Cyber Monday alone.
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