Filipino consumers are increasingly embracing richer digital conversations with brands, according to Infobip’s Messaging Trends Report 2026. Based on 628 billion mobile interactions recorded in 2025 and a 20-year analysis covering 3.8 trillion messages, the report found that interactions across the Infobip platform in the Philippines increased by 19 percent year on year.
Viber remains the leading platform
Mobile messaging app interactions grew by 139 percent during the period. Viber expanded by 47 percent, maintaining its position as the country’s leading messaging platform for business communications. WhatsApp recorded 1,416 percent growth from a smaller base, while SMS continued to grow by 14 percent. MMS and email increased by 15 percent and 5 percent, respectively, while other chat applications posted 1,014 percent growth.
Businesses shift toward AI-powered engagement
“The Philippines has always been a mobile-first market, and what we’re seeing now is the next evolution of that,” said Guray Ozturk, head of customer growth APAC at Infobip. He said businesses are increasingly investing in AI-powered omnichannel engagement strategies, with Viber continuing to play an important role in customer engagement.
The report also points to wider adoption of omnichannel communications, Rich Communication Services (RCS), and agentic AI capable of managing customer journeys across multiple digital channels.
AgentOS expands AI capabilities
Alongside the report, Infobip introduced AgentOS, its AI-native platform that enables businesses to orchestrate customer interactions across SMS, RCS, email, WhatsApp, voice, and other supported channels using AI agents. The company believes organizations that integrate AI throughout the customer lifecycle will be better positioned to strengthen customer engagement.