One-on-one debate: Message sent – Analysing the direction of Middle East’s messaging market

Ever since OTT platforms like WhatsApp, Facebook and Viber have transformed the way end users communicate, the move from P2P (person to person) SMS messaging to A2P messaging has been a visible trend in recent years globally. However, SMS has been a resistant form of enterprise communications in the Middle East. 

With Whatsapp's changes to its policy terms earlier this year having caused a significant number of Whatsapp users to join its rivals such as Signal and Telegram across the Gulf states, the dynamics of how the messaging market will move forward in the Middle East now appeared blurred. With aspects such as costs, security and automated messaging essential enterprise considerations, where will more modern communication methods like A2P and RCS fit within the Middle East?

(This session was first broadcast on Monday 5th April)