Infobip has reported a record volume of Black Friday messages from retailers, as use of rich messaging surged and overall interactions rose 15% year-on-year.
The Croatia-based communications provider recorded 12.2 billion customer interactions across Cyber Week. This covered the period from Black Friday through Cyber Monday. The figure represented a 5.17% increase on 2024.
Infobip's data showed strong growth in richer formats. Use of Rich Communication Services on Black Friday rose 277% compared with the previous year. Email interactions increased 241% over the same period.
The company said RCS and WhatsApp together accounted for 504.8 million interactions during Cyber Week. This combined total was up 27.3% year-on-year.
RCS remained one of Infobip's fastest-growing channels during the shopping season. The company reported RCS interactions across Cyber Week were up 209.4% in 2024.
Email use also expanded beyond Black Friday. Infobip said email interactions during Cyber Week rose 322.6% year-on-year. The company linked this to steady growth in retailers' promotional messaging.
Global event
The figures underlined the global spread of Black Friday and related promotions. Infobip reported increases in messaging traffic across North America, Latin America, Europe, and the Asia-Pacific region.
In Latin America, WhatsApp traffic grew 46% year-on-year. Email interactions in the region increased 61%. RCS traffic in Latin America rose 464%.
In Europe, several channels saw double- or triple-digit growth. SMS interactions increased 65%. Voice interactions grew 25%. WhatsApp traffic rose 162%. RCS usage in Europe increased by 361%.
In the Asia-Pacific region, email showed the most significant rise. Email interactions there grew 243%. Voice traffic increased 84%. WhatsApp interactions in Asia-Pacific rose 13%.
The company said Black Friday is now a multi-day period. It reported sustained consumer activity over the days around the event, rather than a single-day spike.
Retail focus on rich messaging
Retailers have been experimenting with richer formats such as RCS and WhatsApp. These channels support images, buttons, and interactive content. They also sit alongside more established channels such as SMS, email, and voice calls.
Infobip said retailers worldwide are expanding the use of channels that carry visual and interactive content. The company also pointed to more personalised communication around offers and order updates.
Silvio Kutić, Chief Executive Officer at Infobip, said the latest figures highlight how quickly richer channels are gaining ground with shoppers.
"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. To meet this customer demand, brands must be well set and invest in immediacy, relevance and personalised interactions."
The company said retailers used its platform for promotional campaigns, status updates, and transactional alerts during the sales period. These included discount notifications, delivery tracking messages, and support queries.
Infobip reported that its systems handled the increased traffic without service disruption. The company described customer journeys as smooth and reliable during the peak period.
The firm was founded in 2006 and focuses on messaging, customer engagement, and identity services. It connects to mobile networks and digital channels worldwide. It also works with brands and partners that run large volumes of consumer communication.
Infobip said it will continue to analyse behaviour around major retail events. The company plans further insight reports on how shoppers use different channels during peak trading periods.
