Global adoption of over-the-top (OTT) messaging applications is set to surpass 5.2 billion users by 2028, reflecting the expanding role of messaging platforms in digital communication and enterprise engagement strategies.
According to Juniper Research report, the global OTT messaging user base will grow from approximately 4.4 billion users in 2025 to more than 5.2 billion by 2028, representing growth of around 16 percent during the forecast period.
The growth reflects rising smartphone penetration, expanding mobile broadband coverage, and increasing reliance on digital communication channels across emerging and developed markets. Messaging platforms such as WhatsApp, Telegram, Messenger, and WeChat have evolved beyond basic chat services into integrated ecosystems supporting voice, video, payments, customer engagement, and commerce.
Enterprises are prioritizing OTT messaging platforms as part of their digital transformation strategies. However, brands must adapt their engagement models carefully to avoid unsolicited messaging and user fatigue.
As a result, click-to-chat strategies are gaining prominence, enabling customers to initiate conversations directly with businesses via digital ads, websites, and social media platforms. This approach improves engagement quality while aligning with privacy and consent regulations.
The mobile ecosystem continues to provide strong structural support for OTT messaging expansion. According to GSMA’s The Mobile Economy 2025 report, 58 percent of the global population — approximately 4.7 billion people — were using mobile internet by the end of 2024. GSMA also forecasts that smartphones will account for 91 percent of total mobile connections by 2030, up from 80 percent in 2024. This steady rise in smartphone penetration directly strengthens the addressable market for OTT messaging applications.
Business messaging is emerging as a particularly high-growth segment within the OTT ecosystem. Enterprises are shifting customer service, authentication, notifications, and marketing engagement toward OTT platforms, leveraging automation and AI-driven chatbots to scale operations efficiently. As messaging platforms enhance authentication tools, conversational commerce capabilities, and enterprise APIs, monetization opportunities are expected to expand significantly over the coming years.
The migration from traditional A2P SMS to OTT business messaging presents strategic implications for telecom operators. As enterprises increasingly rely on OTT channels for customer communication, operators face potential revenue pressure on legacy messaging services. This shift is likely to accelerate investments in alternative digital messaging technologies, including Rich Communication Services and integrated communication platforms.
As OTT messaging apps approach the 5 billion user milestone, competition among platforms is expected to intensify around enterprise features, security enhancements, AI integration, and monetization models. Platforms that balance user experience, privacy compliance, and enterprise scalability will be best positioned to capitalize on long-term growth opportunities.
The milestone forecast from Juniper Research reinforces the central role of OTT messaging in the evolving digital economy. With smartphone adoption continuing to rise and mobile broadband networks expanding globally, OTT messaging is set to remain a foundational layer of both personal communication and enterprise digital engagement through the end of the decade.
FASNA SHABEER
