Filipino consumers are increasingly using messaging apps to interact with businesses, with Viber maintaining its position as the country’s dominant platform despite the rapid growth of alternative channels, according to a new report from cloud communications company Infobip.
The company’s Messaging Trends Report 2026, which analyzed 628 billion mobile interactions worldwide in 2025 and reviewed 3.8 trillion messages over a 20-year period, found that total interactions on its platform in the Philippines increased by 19% year-on-year.
Among the biggest shifts was the growing use of mobile messaging applications for customer engagement. Interactions through mobile messaging apps in the Philippines surged by 139%, while Viber usage grew 47%, allowing it to retain its position as the country’s leading messaging platform.
WhatsApp recorded the fastest growth at 1,416%, indicating increasing adoption among businesses and consumers, although from a smaller base. Other chat applications also posted strong gains, rising 1,014%.
Traditional communication channels continued to expand, albeit at a slower pace. SMS interactions increased by 14%, MMS grew by 15%, and email traffic rose by 5%, suggesting that businesses are adding new communication channels rather than replacing existing ones.
“The Philippines has always been a mobile-first market, and what we’re seeing now is the next evolution of that. Filipino consumers want to have conversations with brands,” said Guray Ozturk, head of customer growth for Asia-Pacific at Infobip.
“The data shows that businesses here are beginning to recognize this shift and are investing in AI-powered omnichannel engagement strategies that go well beyond traditional channels like SMS and email.”
Ozturk said Viber’s continued growth is particularly significant given its strong foothold in the Philippines.
“Viber’s growth is particularly significant. It remains the dominant messaging platform in the Philippines, and the brands that are leveraging it intelligently through personalized, timely, and relevant messages are seeing real results in customer loyalty and engagement,” he added.
The report also pointed to broader changes in customer engagement strategies, including growing adoption of Rich Communication Services (RCS) and artificial intelligence tools that can automate interactions across multiple channels.
According to Infobip, businesses are increasingly moving away from single-channel communication models in favor of integrated platforms that combine messaging apps, SMS, email, and AI-driven customer support.
