Infobip Report Reveals Strong Growth in Viber and Messaging Apps in the Philippines

Filipino consumers are embracing conversational messaging and AI-powered customer engagement

Filipino consumers are increasingly turning to mobile messaging apps to connect with brands, creating new opportunities for businesses to deliver more personalized and interactive customer experiences.

Global cloud communications platform Infobip released its Messaging Trends Report 2026, which analyzed 628 billion mobile interactions in 2025 and reviewed 3.8 trillion messages over a 20-year period. The findings show that total interactions on the Infobip platform in the Philippines grew by 19% year-on-year.

Viber Remains the Country’s Leading Messaging Platform

The report found that Mobile Messaging App interactions in the Philippines surged by 139%.

Viber, which continues to be the country’s dominant messaging platform, recorded 47% growth, while WhatsApp posted an exceptional 1,416% increase, signaling its rapidly expanding role in business communications. SMS remained a stable and trusted channel with 14% growth, while MMS and email grew by 15% and 5%, respectively. Other chat applications also increased by 1,014%.

“The Philippines has always been a mobile-first market, and what we’re seeing now is the next evolution of that. Filipino consumers want to have conversations with brands,” said Guray Ozturk, Head of Customer Growth APAC at Infobip.

AI Is Changing Customer Conversations

According to Infobip, businesses are increasingly adopting AI-powered omnichannel engagement strategies that go beyond traditional communication channels such as SMS and email.

The company also highlighted the growing role of agentic AI, where AI agents can autonomously manage customer interactions across multiple channels and orchestrate complex customer journeys.

To support this shift, Infobip introduced AgentOS, its AI-native platform that enables businesses to manage customer engagement across SMS, RCS, email, WhatsApp, voice, and other channels while adapting interactions in real time based on customer behavior and preferences.

The Shift Toward Conversational Customer Experiences

The findings reflect how digital communication habits in the Philippines are evolving. Consumers no longer want one-way notifications from brands—they increasingly expect real-time, personalized, and convenient conversations through the messaging platforms they already use every day.

For businesses, this presents an opportunity to move beyond traditional communication methods and build stronger relationships through messaging experiences that feel more relevant, responsive, and human.

What Businesses Should Watch Next

As Filipinos continue embracing mobile messaging apps, platforms like Viber and WhatsApp are becoming essential touchpoints for customer engagement. The next phase of digital communication will likely be defined by how effectively companies combine conversational messaging with artificial intelligence to deliver experiences that are timely, personalized, and meaningful.