Infobip’s Instant Messaging Trends Report analysed over 530 billion business-to-consumer interactions in 2024 and revealed strong growth of conversational messaging in Thailand. The report shows adoption of RCS and Apple Messages for Business across Asia-Pacific rose by 102% and 90% respectively. Within Thailand, WhatsApp usage surged 208%, LINE grew 29%, voice and video communications increased 89%, and instant messaging within transport and logistics rose by 38%.
In October 2025, Thailand’s NBTC required operators to add warning labels to international SMS and enforce pre-registration of sender IDs. Meanwhile, Infobip’s data showed WhatsApp usage in Thailand jumped 208% in 2024 and LINE rose 29%; conversational messaging is becoming the primary channel for Thai enterprises to engage consumers.
The report from global cloud communications platform Infobip analysed more than 530 billion business-consumer interactions in 2024, highlighting remarkable growth for conversational messaging in Thailand. Across Asia-Pacific, adoption of Rich Communication Services (RCS) and Apple Messages for Business increased by 102% and 90% respectively. In Thailand, WhatsApp usage soared by 208%, LINE grew by 29%, voice and video communications climbed 89%, and instant messaging in transport and logistics expanded by 38%.
Thai consumers’ preference for instant messaging platforms aligns with the country’s booming social commerce market, projected to reach USD 2.55 billion by 2025. Ekarat Ngandee, Head of New Business, Asia-Pacific at Infobip, stated that the rise of conversational messaging is more than a trend; it represents a transformative shift in how people connect with businesses. Thailand’s mobile penetration stands at 139% of the total population. Consumers rely heavily on these platforms in daily life, including interactions with brands. For enterprises, building a brand presence and effective communication strategies on these platforms is critical to reach Thai consumers and build long-term relationships.
At the same time, the National Broadcasting and Telecommunications Commission (NBTC) of Thailand implemented strict A2P SMS controls starting October 2025. Operators must categorise and register A2P senders as domestic or overseas, attach warning labels to inbound international SMS, and deploy SMS firewalls to screen risky content in real time. Operators block more than one million scam SMS every day. The new rules require all A2P SMS to use pre-registered sender IDs. Standard A2P channels support one-way messaging only (no replies), and sending hours are restricted to 09:00–21:00 Thailand local time.
Within this landscape, marketing strategies relying solely on SMS deliver limited results in Thailand. Enterprises targeting local Thai consumers should prioritise LINE, while businesses serving international tourists need WhatsApp coverage. SMS should be positioned as a reliable fallback channel for OTP verification codes, booking confirmations and other critical transactional alerts. In addition, Thailand’s Personal Data Protection Act (PDPA) fully entered into force in June 2022. Marketing communications require explicit user consent; mobile phone numbers qualify as personal data under PDPA. Companies must ensure consent records and data processing comply with the legislation. Businesses prioritising personalised, seamless and interactive communication experiences will gain competitive advantages within Thailand’s fast-growing digital ecosystem.
