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The Application-to-person messaging: worldwide trends and forecasts 2019-2024

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Date: 22-Nov-2019
No. of pages: 15
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"Businesses spent USD24 billion on A2P messaging in 2018; this will grow to USD40 billion by 2024."

The number of application-to-person (A2P) messages is increasing worldwide because businesses are introducing mobile and digital channels in order to interact with their customers and recruit new ones. Person-to-person (P2P) SMS messaging traffic has progressively been overtaken by that from OTT services, but SMS is currently still the most-used channel for A2P communication, and it will remain so until 2024.

This report provides:


  • an outlook on the application-to-person (A2P) messaging services market worldwide, including:

    • traffic estimates and forecasts up to 2024

    • business spend estimates and forecasts up to 2024

    • traffic and spend by use case

    • traffic and spend by industry vertical



  • a breakdown of the A2P messaging services market by region.


Geographical coverage


  • Central and Eastern Europe (CEE)

  • Developed Asia–Pacific (DVAP)

  • Emerging Asia–Pacific (EMAP)

  • Latin America (LATAM)

  • Middle East and North Africa (MENA)

  • North America (NA)

  • Sub-Saharan Africa (SSA)

  • Western Europe (WE)

  • Worldwide


Key metrics


  • Application-to-person non-operator/OTT services outgoing traffic

  • Application-to-person operator IP-based services outgoing traffic

  • Business spend on messaging traffic

  • Business spend on fixed fees

  • Application-to-person business spend and outgoing traffic by use case

  • Application-to-person business spend and outgoing traffic by industry vertical


Use cases


  • Reminders and notifications

  • Promotional

  • Message-based surveys

  • Security

  • Customer service and support

  • Other


Industry verticals


  • Education

  • Financial services

  • Government and non-profit

  • Healthcare

  • Retail

  • Real estate

  • Internet, media and entertainment

  • Travel, transportation and hospitality

  • Telecoms and utilities

  • Other industries

The Application-to-person messaging: worldwide trends and forecasts 2019-2024

Table of Contents

6.Worldwide trends
Worldwide: SMS was the main channel for A2P messaging in 2018, and it will remain so up to 2024; OTT services will make up for most of the traffic growth
Worldwide: businesses spent USD24 billion on A2P messaging in 2018; this will grow to USD40 billion by 2024
Worldwide: reminders, notifications and promotional use cases account for the largest share of spend, but customer service spend will grow the most
Worldwide: internet, media, entertainment and financial services accounted for 50% of the A2P spend in 2018; they will retain the largest market share in 2024
Worldwide: global OTT platforms are beginning to focus on A2P messaging in order to secure a central role in the communication between brands and consumers
Worldwide: the number of RCS A2P deployments is growing, but many elements must be confirmed before operators can challenge OTT players
Worldwide: all players in the value chain are adding software-as-a-service elements to their A2P messaging offers to target enterprises in the solution segment
Western Europe
Western Europe: SMS is and will remain the main A2P messaging channel until 2024; OTT comms are better positioned than RCS to absorb the A2P market growth
Central and Eastern Europe
17.Central and Eastern Europe: SMS will remain the main channel in the nascent A2P market; Viber’s A2P proposition is gaining traction
18.Middle East and North Africa
Middle East and North Africa: SMS is the dominant channel and will remain so in 2024 because the adoption of OTT services and RCS will not grow significantly
Sub-Saharan Africa
Sub-Saharan Africa: mobile money services are driving A2P SMS traffic and spending; Orange and Vodacom rolled out RCS in South Africa
Emerging Asia–Pacific
Emerging Asia–Pacific: China has the largest market for A2P communications and it is dominated by SMS, but WeChat has the potential to absorb much of the traffic
Developed Asia–Pacific
Developed Asia–Pacific: OTT communications will dominate the A2P messaging space; operators in Japan and South Korea jointly rolled out inter-operable RCS
North America
North America: RCS is likely to become a relevant A2P channel thanks to MNOs’ early involvement in the initiative and the residual role of SMS as a P2P channel
Latin America
29.Latin America: SMS is and will remain the main A2P messaging channel until 2024; the largest operators are rolling out RCS in their multi-country footprints
30.Forecast methodology and assumptions
Application-to-person (A2P) messaging trends and forecasts: channels and metrics outputs and definitions
Application-to-person (A2P) messaging trends and forecasts: definitions and examples of industry verticals and use cases [1/2]
Application-to-person (A2P) messaging trends and forecasts: definitions and examples of industry verticals and use cases [2/2]
Forecast methodology and assumptions
About the authors and Analysys Mason
About the authors
Analysys Mason’s consulting and research are uniquely positioned
Research from Analysys Mason
Consulting from Analysys Mason

List of Figures:

Figure 1: A2P messages sent per year, by channel, worldwide, 2013–2024
Figure 2: A2P spend, by channel, worldwide, 2013–2024
Figure 3: A2P spend by use case, worldwide, 2013–2024
Figure 4: Number of A2P messages sent for the customer service use case, by channel, worldwide, 2013–2024
Figure 5: Business spend on A2P messaging services, by industry vertical, worldwide, 2013–2024
Figure 6: OTT IP A2P traffic per handset per month, by region, 2018–2024
Figure 7: Operator IP messaging traffic per handset per month,  by region, 2018–2024
Figure 8: Segmentation of business customers in the A2P messaging market
Figure 9: Number of A2P messages sent each year, by channel, Western Europe, 2015–2024
Figure 10: A2P messaging spend, by channel, Western Europe, 2015–2024
Figure 11: Number of A2P messages sent each year, by channel, Central and Eastern Europe, 2015–2024
Figure 12: A2P messaging spend, by channel, Central and Eastern Europe, 2015–2024
Figure 13: Number of A2P messages sent each year, by channel, Middle East and North Africa, 2015–2024
Figure 14: A2P messaging spend, by channel, Middle East and North Africa, 2015–2024
Figure 15: Number of A2P messages sent each year, by channel, Sub-Saharan Africa, 2015–2024
Figure 16: A2P messaging spend, by channel, Sub-Saharan Africa, 2015–2024
Figure 17: Number of A2P messages sent each year, by channel, emerging Asia–Pacific, 2015–2024
Figure 18: A2P messaging spend, by channel, emerging Asia–Pacific, 2015–2024
Figure 19: Number of A2P messages sent each year, by channel, developed Asia–Pacific, 2015–2024
Figure 20: A2P messaging spend, by channel, developed Asia–Pacific, 2015–2024
Figure 21: Number of A2P messages sent each year, by channel, North America, 2015–2024
Figure 22: A2P messaging spend, by channel, North America, 2015–2024
Figure 23: Number of A2P messages sent each year, by channel, Latin America, 2015–2024
Figure 24: A2P messaging spend, by channel, Latin America, 2015–2024
Figure 25: Overview of the main forecast outputs
Figure 26: Overview of the forecast methodology used in this report

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