Turn consumer insights into business value
Across 22 global markets, 73.3% of consumers prefer messaging when communicating with a business—a shift from legacy communication channels to conversational commerce.
Messaging is where trust is built, purchases are made, and loyalty is earned. Are your teams prepared? Marketing needs revenue-driving channels. Support needs frictionless efficiency. Security needs trust at every touchpoint. Enterprises that fail to deliver risk losing customers before the conversation begins.
The State of Business Messaging report surveyed 11,056 consumers to reveal where conversations drive revenue for marketers, which channels cause friction for support, and how security unlocks valuable customer experiences.
Download the report to turn conversations into measurable growth.
Marketing & CRM
72.4%
of consumers are more likely to purchase from a brand that offers messaging
Security & IT
74.6%
of consumers trust a business more when they can exchange messages with it
Customer Service & Experience
66.8%
of consumers feel frustrated when messaging isn’t offered as a contact option
AI & Emerging Technologies
67.7%
of consumers agree getting a response from an AI chatbot is helpful
Source: Business Messaging Usage Research, Kantar (commissioned by Meta Platforms, Inc.). Online study of 11,056 adults across 22 global markets (US, FR, DE, UK, ES, IN, MX, BR, ID, TH, VN, MY, PH, CA, AR, CO, TR, SG, KSA, UAE, NZ, AU), conducted April–September 2025.
The 2026 pillars of business messaging
1. Speed & efficiency
Optimize communication speed to keep customers informed
69% of consumers say waiting on hold is a waste of time. Discover which channels deliver the real-time responsiveness customers expect.
2. Conversational commerce
Drive revenue through messaging that delivers value
72.4% of consumers are more likely to buy from brands that offer messaging. Explore how conversational marketing converts to purchases.
3. Trust & legitimacy
Build confidence with secure messaging
79.3% of consumers require proof of legitimacy before engaging. Learn the trust signals that strengthen brand trust and customer engagement.
4. Personalization at scale
Create authentic connection through personalized messaging
75.1% of consumers want to message businesses like they do friends and family. See how to deliver human-centered experiences at scale to strengthen customer relationships.
5. AI & automation
Deliver on-demand support with AI
42.9% of consumers believe AI would improve their messaging experience. Discover how to meet demand for always-on service.
6. End-to-end customer journeys
Unify the customer journey from discovery to loyalty
Fragmented experiences lose customers. See which seamless, end-to-end customer experiences drive lasting loyalty.
What’s inside the report
- Global consumer insights from 11,056 adults across 22 global markets
- Expert analysis of messaging solutions redefining customer engagement
- Scalable strategies to unify the customer lifecycle across discovery, purchase, and retention
- Actionable recommendations to drive customer satisfaction, brand trust, and revenue growth
- Real success stories from brands achieving measurable results
