1 week Ago By Azanis Shahila Aman
KUALA LUMPUR: Customer communication is evolving rapidly, driven by rising expectations for speed, personalisation and seamless interaction. A recent Messaging Trends Report 2025 by a cloud communications platform, Infobip, unveiled a remarkable 178 per cent surge in video and voice interactions, alongside a 17 per cent rise in WhatsApp engagements. In the finance and fintech sector alone, Infobip recorded a staggering 376 million interactions, underlining the growing role of intelligent messaging in powering customer trust, service efficiency and business growth.
"Malaysian consumers today expect brands to meet them where they are - whether on WhatsApp, through real-time video consultations or via AI-powered chat."It is no longer just about responding to inquiries, but about delivering personalised, frictionless experiences that build loyalty and drive conversion," said Inforbip vice president and general manager for Asia Pacific and Eurasia Ruslana Reznikova.In Malaysia, sectors such as banking, fintech, retail and tech are at the forefront of adopting AI, automation and cloud-based messaging platforms to stay competitive.
According to Infobip's data, retail and e-commerce players recorded 91 million interactions, leveraging messaging tools for everything from product recommendations to order updates and real-time support.The technology and software industry saw a 14 per cent increase in messaging activity, signalling the growing importance of personalised communication in complex, high-touch industries.With WhatsApp usage continuing to soar, the app has cemented its role as a leading customer engagement channel in Malaysia.
The platform's 17 per cent growth reflects strong demand for instant updates, AI-driven product suggestions, and seamless transactional experiences.Meanwhile, the 178 per cent spike in video and voice interactions points to a rising preference for immersive, trust-based communication - whether through virtual consultations or real-time support.Beyond WhatsApp and video, the report revealed a 147 per cent rise in email interactions across the region, and a 70 per cent increase in mobile app interactions.
"The data from our report this year proves that messaging is no longer just a communication tool; it is the backbone of business growth in Malaysia," Reznikova said.© New Straits Times Press (M) Bhd.
