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Infobip reported a record increase in global communications traffic during the 2025 Black Friday shopping period, with a notable 15% year-on-year growth in interactions. The data reveals a significant acceleration in retailer adoption of Rich Communication Services (RCS), which surged 277% on Black Friday, highlighting a strategic shift towards more interactive and visually rich customer engagement channels.
Infobip's Black Friday interactions grew 15% year-over-year, with Cyber Week interactions reaching 12.2 billion.
Use of Rich Communication Services (RCS) surged 277% on Black Friday, indicating a move to richer messaging.
Email volume also grew 241%, remaining a strong channel for promotional and transactional messages.
The event is now truly global, with major growth in LATAM (WhatsApp +46%, RCS +464%) and Europe (RCS +361%).
During Cyber Week, RCS and WhatsApp together generated over 504.8 million interactions, up 27.3%.
The data underscores the need for immediacy, relevance, and personalization in peak shopping communications.
The data from Infobip's global platform illustrates that Black Friday has evolved into a prolonged, worldwide shopping event, with consumers across all regions actively engaging with brands. The explosive growth of RCS, alongside sustained strength in email and WhatsApp, signals that retailers are prioritizing channels that support interactive, media-rich experiences—such as sending product carousels, secure payment prompts, and branded visuals directly within messaging apps.
Silvio Kutić, CEO at Infobip, interpreted the trend: “Our data shows how rapidly RCS is becoming the way people shop and communicate. The surge in adoption proves that retailers are embracing channels that offer richer experiences, higher engagement, and better outcomes. With consumers seeking for more options and offers, spending reached higher levels during the weekend between Black Friday and Cyber Monday.”
The growth was not confined to North America. Latin America saw massive gains, with RCS interactions up 464% and WhatsApp up 46%. Europe also posted impressive numbers, with RCS up 361% and WhatsApp up 162%. The Asia-Pacific region relied heavily on email, which increased by 243%, and also saw growth in voice and WhatsApp interactions. This global spread confirms Black Friday's status as an international retail phenomenon.
During the broader Cyber Week period (Black Friday through Cyber Monday), the combined power of RCS and WhatsApp became particularly evident, driving over half a billion interactions. Email also saw a dramatic 322.6% increase during this period, underscoring its continued role in high-volume promotional campaigns.
The record volumes also demonstrated the capability of cloud communications platforms to handle extreme peaks in traffic reliably. Infobip's infrastructure supported businesses in delivering timely promotions, order updates, and customer service interactions without delay, which is critical for maintaining customer satisfaction and conversion rates during the high-pressure shopping season.
This data provides a clear roadmap for retailers: investing in omnichannel strategies that include interactive channels like RCS, while leveraging established channels like email and WhatsApp, is essential for meeting modern consumer expectations for personalized, convenient, and engaging shopping experiences.
About 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. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić.
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