Messaging Data Breakdown by Channel

Click on each channel to see what our messaging data covers, and buy instant access here

A2P SMS

A2P SMS global forecasts is our flagship dataset, providing a complete overview of the business messaging marketplace. And we add greater insight and granularity with every update. From April 2022, we expanded the number of market verticals we split our A2P SMS traffic and revenues data by – from 16 to 19 – and we added user opt-in by sector data and applied it to all associated market splits; traffic, revenue and AXPU, for a much deeper and more accurate understanding of the marketplace and ROI. In addition we have included business using SMS, and A2P SMS revenues as a percentage of total mobile network operator revenues.

Includes Users/Traffic/Spend data covering:

  • Unique Population Access – split Country, User type, Device type, Gender & Age
  • Mobile Subscriptions – split by Country & MNO
  • Unique SMS Users – split by Country, MNO, Device type, Gender & Age
  • Unique SMS Opt-ins – split by Country & Vertical
  • Annual Traffic – split by Country, MNO, Source & Route
  • Average Traffic per User – split by Country, MNO, Source & Route
  • Annual Traffic – split by Country, Vertical & Use Case
  • Average Traffic per SMS Opt-in – split by Country, Vertical & Use Case
  • Annual Spend – split by Country, MNO, Source, Route, Value Chain & Value
  • Average Spend per User – split by Country, MNO, Source, Route, Value Chain & Value
  • Potential Spend – split by Country, MNO, Source, Route, Value Chain & Value
  • Lost Spend per User – split by Country, MNO, Source, Route, Value Chain & Value
  • Annual Spend – split by Country, Vertical & Use Case
  • Average Spend per SMS Opt-in – split by Country, Vertical & Use Case
  • Businesses using A2P SMS by size
  • A2P SMS revenue as % of total spend

Sector traffic split by:

  • Automotive
  • Broadcasters
  • Charity
  • Education
  • Enterprise software
  • Finance
  • Gambling
  • Healthcare
  • Internet streaming
  • Leisure & entertainment
  • Public services
  • Restaurants & fast-food
  • Retail & eCommerce
  • Social media & chat
  • Telecoms
  • Transport & logistics
  • Travel & tourism
  • Utilities
  • Other

Use cases split by:

  • Alerts
  • Marketing & Promotions
  • Reminders
  • Security

CPaaS

CPaaS (Communications Platform as a Service) is the buzzword of all-things comms. It represents the convergence of sectors and use cases over multiple channels via APIs, and messaging is going to be at the centre of all activity as CPaaS evolves.
Mobilesquared estimates revenues of the top 22 CPaaS providers topped $14.6 billion in 2021, and will grow to $34.7 billion by the end of 2024. With hundreds of companies launching their CPaaS offering, and millions of businesses on the verge of adopting CPaaS, this is just the beginning. This is one dataset you cannot afford to ignore.
The CPaaS dataset* covers 12 channels, based on 7 business messaging channels and 5 non-messaging channels:
  • A2P SMS / RCS / WhatsApp Business / Viber / Apple Messages for Business (AMB) / Facebook Messenger / Other – incorporating LINE, WeChat, KakaoTalk, etc)
  • Email / In-app notifications / Voice / Video / Web.
The dataset includes:
Users
  • CPaaS users by channel, by region & country
  • CPaaS users by channel as percentage of total smartphones, by region & country
  • CPaaS users by business users per channel
  • CPaaS users by business users per channel as % of total businesses
Traffic
  • CPaaS engagement by inbound traffic / outbound traffic by channel (message, email, voice, video)
  • Average engagement by users by type by channel
Spend
  • CPaaS spend by value chain and by engagement by channel
  • CPaaS average spend per user by value chain and by engagement by channel
  • CPaaS average spend per brand by value chain and by engagement per channel

RCS

Rich Communication Services is the rich messaging platform provided by Google for mobile operators to upgrade their existing SMS. With over 450 mobile operators expected to offer RCS by 2025, our dataset projects A2P and P2A traffic and revenues. The dataset includes:
Users
  • RCS users by smartphone OS and total
  • RBM users by smartphone OS and total
  • RBM users as % of RCS users
  • RCS users as % of relevant smartphone OS and total
Traffic
  • RBM A2P event traffic by smartphone OS and total
  • RBM A2P session traffic by smartphone OS and total
  • Underlying A2P SMS traffic by smartphone OS and total
  • Uplift in RBM traffic from underlying A2P SMS by smartphone OS and total
  • RBM P2A session traffic by smartphone OS and total
  • Total RBM traffic by smartphone OS and total
  • RMB messages per user by smartphone OS and total
  • Total RBM sessions by smartphone OS and total
Spend
  • RBM A2P event spend by smartphone OS and total
  • RBM A2P event spend by MNO, aggregator and total
  • RBM A2P session spend by smartphone OS and total
  • RBM A2P session spend by MNO, aggregator and total
  • Underlying A2P SMS spend by smartphone OS and total
  • Underlying A2P SMS spend by MNO, aggregator and total
  • Uplift in RBM spend from underlying A2P SMS by smartphone OS and total
  • Uplift in RBM spend from underlying A2P SMS by MNO, aggregator and total
  • RBM P2A session spend by smartphone OS and total
  • RBM P2A session spend by MNO, aggregator and total
  • Total RBM spend by smartphone OS and total Total RBM spend by MNO, aggregator and total
  • RMB spend per user by smartphone OS and total

WhatsApp

WhatsApp Business (WAB) is the fastest growing rich messaging channel for businesses bar none, and our dataset covers users by market, WhatsApp Business opt-in adoption rates, inbound and outbound traffic, conversations, as well as spend. The dataset includes:
Users
WhatsApp users by region & country / WhatsApp users as percentage of total smartphones by region & country / WhatsApp Business App users / WhatsApp Business API users.
Traffic
  • WAB App engagement by A2P broadcast messages
  • P2A chat messages/ P2A chats / total messages
  • WAB App average engagement by users by A2P broadcast messages
  • P2A chat messages / P2A chats / total messages
  • WAB App average engagement by brand by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • WAB API engagement by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • WAB API average engagement by users by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • WAB API average engagement by brand by A2P broadcast messages / P2A chat messages / P2A chats / total messages
Spend
  • WAB API spend by value chain (aggregator / aggregator message rate / aggregator fee / WhatsApp message fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total).
  • WAB API average spend per user by value chain (aggregator / aggregator message rate / aggregator fee / WhatsApp message fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total).
  • WAB API average spend per brand by value chain (aggregator / aggregator message rate / aggregator fee / WhatsApp message fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total)

Engagement

Our engagement data covers A2P SMS, rich messaging, and CPaaS. We have applied extensive consumer research to our market data to provide a granular overview of how consumers will engage with brands over the various channels. Consumer engagement is split into 4 areas:
  • Path to purchase
  • Relevance of message content
  • Time of day
  • Preferred payment method
The data is broken out by:
Users
  • Gender: male / female
  • Age: 0-17 / 18-24 / 25-44 / 45-54 / 55-64 / 65+
  • Opt-in by verticals (see page 5)
  • User types: Normal User / Heavy User / Super User
Engagement
  • When is the best time to send a message
  • Relevance of the message content
  • Who will open / read the messages / content
  • Who will click / engage
  • Who will make a purchase

 

Preferred payment mechanism
  • One-click carrier billing
  • Mobile Wallet
  • Secure URL
  • Inputting card details

AMB

The OTT datasets will be split out by Viber, Apple Messages for Business (AMB), and Facebook Messenger. Each dataset will be based on users by market, business opt-in adoption rates, inbound and outbound traffic, conversations, as well as spend, per business messaging channel. The OTT (applied as an umbrella term) datasets* will include:
Users
OTT users by region & country / OTT users as percentage of total smartphones by region & country / OTT business users.

 

Traffic
  • OTT engagement by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by users by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by brand by A2P broadcast messages / P2A chat messages / P2A chats / total messages
Spend
OTT spend by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)
OTT average spend per user by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total)
OTT average spend per brand by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)

FB Messenger

The OTT datasets will be split out by Viber, Apple Messages for Business (AMB), and Facebook Messenger. Each dataset will be based on users by market, business opt-in adoption rates, inbound and outbound traffic, conversations, as well as spend, per business messaging channel. The OTT (applied as an umbrella term) datasets* will include:
Users
OTT users by region & country / OTT users as percentage of total smartphones by region & country / OTT business users.

 

Traffic
  • OTT engagement by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by users by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by brand by A2P broadcast messages / P2A chat messages / P2A chats / total messages
Spend
OTT spend by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)
OTT average spend per user by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total)
OTT average spend per brand by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)

Viber

The OTT datasets will be split out by Viber, Apple Messages for Business (AMB), and Facebook Messenger. Each dataset will be based on users by market, business opt-in adoption rates, inbound and outbound traffic, conversations, as well as spend, per business messaging channel. The OTT (applied as an umbrella term) datasets* will include:
Users
OTT users by region & country / OTT users as percentage of total smartphones by region & country / OTT business users.

 

Traffic
  • OTT engagement by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by users by A2P broadcast messages / P2A chat messages / P2A chats / total messages
  • OTT average engagement by brand by A2P broadcast messages / P2A chat messages / P2A chats / total messages
Spend
OTT spend by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)
OTT average spend per user by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P template messages / P2A chat messages / per brand / total)
OTT average spend per brand by value chain (aggregator / aggregator message rate / aggregator fee / total) and by engagement (A2P messages / P2A chat messages / per brand / total)

Our messaging data clients include

Mobilesquared Customer Logos_updated Nov 21

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Call us today on +44 (0) 1182 149 777  or info@mobilesquared.co.uk