NAIROBI: Rich Communication Services (RCS) messaging traffic in East Africa is projected to experience unprecedented growth, with Application-to-Person (A2P) messaging alone forecasted to surge from 1.5 trillion messages in 2024 to over 6 trillion by 2029, generating US Dollars 4.2 billion in revenue.
Person-to-Person (P2P) messaging will also contribute significantly to this rise, as businesses and consumers increasingly adopt RCS across key markets such as Kenya, Tanzania, and Uganda.
A new whitepaper commissioned by global communications platform Infobip reveals that RCS traffic across Africa and the Middle East is expected to soar by over 1300 per cent , climbing from 545 million messages today to an astounding 8 billion by 2029, marking a major shift in the region’s digital communication landscape.
RCS enhances traditional SMS by enabling Android users to send rich media content—text, images, GIFs, and videos—over mobile data or Wi-Fi, with messages integrated into the default messaging app, unlike other services that require separate apps.
This revolution in messaging is further fueled by Apple’s recent adoption of RCS in its iOS 18 update, which is expected to extend RCS’s reach to 2.5 bn/- monthly active users globally by the end of 2024, according to tech analyst Omdia.
While regions such as the Americas and Asia are set to lead in A2P RCS traffic and revenue, Africa’s potential remains vast.
Enterprises and mobile network operators in East Africa are positioned to capitalize on RCS’s rich, interactive communication capabilities to enhance customer engagement and drive business growth.
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Senior Analyst at Omdia, Charlotte Palfrey, emphasized RCS’s advantages for businesses: “RCS offers significant benefits, and enterprises should leverage generative AI to create personalized, engaging campaigns. Telcos must also work within the messaging ecosystem to raise awareness and demonstrate the power of RCS to consumers and businesses.”
Chief Business Officer at Infobip ,Ivan Ostojic, pointed to the service’s ease of use, especially following Apple’s integration: “RCS allows consumers to send rich media without downloading additional apps. For businesses, it presents an opportunity to guide customers from initial marketing engagement to purchase and support.”
Infobip supports enterprises and telcos in adopting RCS Business Messaging through its Messaging-as-a-Platform (MaaP) service, which provides advanced features such as spam control, detailed reporting, and seamless integration with Mobile Network Operators.
In Kenya, smartphone penetration stands at 58.3 per cent, with 34.5 million smartphones connected to networks, according to the Communications Authority of Kenya (CAK).
In Uganda and Tanzania, smartphone adoption rates are 22 per cent and 32.13 per cent, respectively, as reported by the Uganda Communications Commission (UCC) and the Tanzania Communications Regulatory Authority (TCRA).
As RCS adoption accelerates, businesses across East Africa are poised to unlock new opportunities for growth through richer, more engaging communication with their customers.