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    OTT business messaging traffic to reach 175bn globally by 2025, as regulation reduces market siloes

    A study by Juniper Research has found that the total number of OTT messages will increase from 120 billion in 2023 to more than 175 billion in 2025; a substantial growth of over 70% in two years.

    Much of this will be driven by WhatsApp’s introduction of third-party interoperability in early March to align with the EU’s Digital Markets Act. Through this interoperability, users will be able to exchange messages from WhatsApp to other messaging channels. This will reduce the constraint of siloed ecosystems on messaging growth, says the study.

    In fact, the report predicts that interoperability in the EU will drive similar legislation in countries outside of the region. Global third-party interoperability will reduce issues of regional fragmentation on OTT applications, and increase the value proposition of OTT channels for enterprise users of business messaging.

    Find out more about the report, Global OTT Business Messaging Market 2023-2028, or download a free sample.

    OTT to face increased fraud

    The report forecasts that by 2028, the global number of unique OTT messaging app users will reach 4.3 billion. However, with a large number of users, the report predicts that mobile messaging scams prevalent over SMS, such as smishing attacks, will migrate to OTT channels. Smishing attacks occur when fraudulent actors imitate well-known and trusted brands to manipulate users into revealing sensitive information.

    Research author Alex Webb says: “OTT messaging apps must take responsibility for the levels of fraud over their channels. Authenticating brands before conversations are initiated is the first critical step to ensure that OTT networks remain clean and minimise any potentially fraudulent traffic.”

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