India: RCS/ RBM Sees Highest Growth in Mobile Business Messaging Preference

WhatsApp is by far the most preferred messaging channel in India to hear from brands, but RCS for Business has seen the highest growth in consumer preference over the past four years! The latest consumer survey results from MEF show 61% of consumers now want to hear from business via WhatsApp, followed by SMS with 50% – and both have seen a 12 percentage-point growth over the period. However, RCS for Business edged both with 13-point growth to 23% preference. Full details are available to download in MEF’s 11th Annual Consumer Survey.