The landscape of business communication in Malaysia is undergoing a significant transformation, driven by the demand for faster, smarter, and more personalized customer engagement. Infobip, a global leader in omnichannel communications, has released its latest Messaging Trends Report 2025, offering key insights into how businesses can adapt to stay competitive in this evolving environment.
Key Trends Shaping Malaysian Business Communication
The report highlights several key trends, including a significant surge in Video & Voice interactions (178%), a notable rise in WhatsApp engagements (17%), and a massive 376 million interactions on Infobip’s platform within the Finance & Fintech sector. These figures underscore the critical importance of embracing intelligent, omnichannel messaging strategies. Businesses that prioritize these strategies are poised to lead the way, while those that lag behind risk losing customer trust and loyalty.
Ruslana Reznikova, VP GM APAC and Eurasia at Infobip, emphasizes that Malaysian consumers now expect brands to connect with them on their preferred platforms, whether it’s WhatsApp, real-time video consultations, or AI-powered chat. The focus has shifted from simply responding to inquiries to proactively engaging customers with personalized, seamless experiences that foster trust and drive conversions.
Messaging as a Catalyst for Digital Transformation
Malaysia’s digital transformation is rapidly accelerating, particularly within the banking and fintech sectors, where businesses are integrating AI, automation, and cloud solutions to improve service delivery. With 376 million interactions recorded on Infobip’s platform for financial services, digital messaging has become essential for customer engagement, transaction security, and financial accessibility.
The retail & eCommerce sector is also leveraging messaging to enhance the customer experience, with 91 million interactions facilitating product recommendations, order tracking, and instant customer support. Additionally, Malaysia’s tech and software industry has seen a 14% increase in interactions, indicating a growing need for personalized, real-time communication in these high-touch industries.
The Rise of WhatsApp and Video
WhatsApp remains a dominant communication channel, experiencing a 17% growth in interactions, driven by customer demand for instant updates, AI-driven recommendations, and seamless transactions. Furthermore, the remarkable 178% surge in Video & Voice interactions signifies a move towards immersive, high-trust engagements, such as virtual consultations and real-time customer support.
The Importance of Omnichannel Messaging
Beyond WhatsApp and Video, the report highlights a 147% increase in email interactions across the Asia Pacific (APAC) region and a 70% increase in Mobile App interactions. Malaysian businesses are expected to follow this trend, as consumers increasingly expect to receive the right message, at the right time, on the right platform. To remain competitive, brands must adopt a unified, data-driven messaging strategy that enables them to connect with customers across various channels, including WhatsApp, email, in-app messaging, and real-time video.
Reznikova states that Infobip is committed to empowering businesses to leverage these trends, emphasizing that messaging has become the backbone of business growth in Malaysia. By providing cutting-edge technology and deep market expertise, Infobip aims to help businesses create smarter, more connected customer experiences that deliver tangible results.
