What Product Teams Need to Know About the Messaging Infrastructure Powering Enterprise Growth
In the UAE’s digitally advanced market, building on the right messaging platform is a strategic decision with outsized consequences. New research from Boston Consulting Group, commissioned by Meta, gives product and platform leaders the data to make it.
55% of UAE entities rank rich messaging as their top channel investment over the next five years, ahead of eCommerce (13%), email (13%), social media (10%), and company apps (10%). Yet adoption remains uneven across the customer lifecycle. Rich messaging leads in sales and marketing use cases but is underdeployed in fulfillment support, and authentication, creating fragmented journeys that force customers to switch channels.
The report details how leading entities are connecting messaging to CRM, CDP, authentication, and payment systems to deliver integrated conversational journeys, and why those foundations determine whether AI-powered messaging scales or stalls.
Download the report for technical insights and frameworks to inform your platform architecture today.
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