Filipino consumers are increasingly favoring conversational digital channels, prompting businesses to adopt AI-powered customer engagement strategies, according to Infobip’s Messaging Trends Report 2026.
The report, based on 628 billion mobile interactions in 2025 and a historical analysis of 3.8 trillion messages, found that total customer interactions on Infobip’s platform in the Philippines grew 19% year-over-year. The data highlights a major shift toward richer messaging experiences and omnichannel communication.
Among the fastest-growing channels, mobile messaging app interactions surged 139%. Viber maintained its position as the country’s leading messaging platform with 47% growth, while WhatsApp recorded a remarkable 1,416% increase, reflecting its growing adoption for business communications. SMS remained a trusted channel, growing 14%, while MMS and email increased by 15% and 5%, respectively. Other chat applications also posted strong growth of 1,014%.
According to Infobip, these trends indicate that Filipino consumers increasingly expect real-time, personalized conversations with brands rather than traditional one-way communications.
The report also points to the rise of agentic AI, where AI agents can autonomously manage customer interactions and orchestrate complex journeys across multiple communication channels. To support this shift, Infobip recently launched AgentOS, an AI-native platform that enables businesses to automate and personalize customer engagement across SMS, RCS, email, WhatsApp, voice, and other digital channels.
AgentOS uses customer data, communication preferences, and intent signals to determine the most effective content, channel, and timing for each interaction, helping organizations deliver more relevant and contextual customer experiences.
Infobip noted that businesses gaining the greatest value from AI are those integrating the technology across the entire customer lifecycle rather than limiting it to isolated applications. As conversational AI and omnichannel engagement continue to evolve, Philippine enterprises are expected to accelerate investments in intelligent customer experience platforms to strengthen customer loyalty and business growth.
The findings highlight how AI, messaging platforms, and customer data are converging to reshape digital communication strategies in the Philippines and across the Asia-Pacific region.
