At 5.0% CAGR, the Middle East & Africa A2P SMS and CPaaS market is projected to be worth US$ 3,740.15 million by 2028, says Business Market Insights           

According to Business Market Insights’ research, the Middle East & Africa A2P SMS and CPaaS market was valued at US$ 2,784.34 million in 2022 and is expected to reach US$ 3,740.15 million by 2028, registering an annual growth rate of 5.0% from 2022 to 2028. Surge demand for customer engagement usage to encourage the use of CPaaS and developing adoption of rich communication services.              

Through CPaaS, businesses use mobile marketing to instantly notify and inform their consumers and provide them with tickets and promotional messaging. As one of the simplest and most economical forms of communication for generating leads, boosting sales, and cultivating relationships with customers, mobile marketing has been widely adopted across a variety of industry verticals, including BFS, media and entertainment, travel, tourism, retail, aerospace, insurance, and healthcare. The urgent need to secure their customers and their organizations' data has emerged as one of their top objectives as businesses employ SMS messaging services to communicate with users and enhance their user experience. Mobile network operators and SMS aggregators are placing more emphasis on A2P messaging to boost their income. For example, when a mobile marketer utilizes A2P messaging, businesses pay the telecom operator and SMS aggregator for their services. The CPaaS industry has a significant window of opportunity for growth in mobile marketing. Advancements are expanding new potential in the CPaaS industry in mobile marketing. For instance, in May 2022, Mass reported that MTarget had chosen iBASIS to introduce CPaaS mobile marketing campaigns via APIs for contact centres and enterprises in banking, finance, and retail. This campaign management would be implemented via programmable voice calls. This is expected to drive the market during the forecast period.

On the contrary, intensifying security concerns for cloud based CPaaS hurdles the growth of Middle East & Africa A2P SMS and CPaaS market. 

• Based on component, the Middle East & Africa A2P SMS and CPaaS market is bifurcated into solution and service. The solution segment held 81.4% market share in 2022, amassing US$ 2,266.27 million. It is projected to garner US$ 2,985.36million by 2028 to expand at 4.7% CAGR during 2022–2028.    
• Based on channel, the Middle East & Africa A2P SMS and CPaaS market is categorized into message, voice, email, webpush, and others. The message segment held 93.6% market share in 2022, amassing US$ 2,607.29 million. It is projected to garner US$ 3,208.61 million by 2028 to expand at 3.5% CAGR during 2022–2028. The message segment is further bifurcated into chat apps and SMS.
• Based on enterprise size, the Middle East & Africa A2P SMS and CPaaS market is categorized SMEs and large enterprises. The large enterprises segment held 67.4% market share in 2022, amassing US$ 1,876.10 million. It is projected to garner US$ 2,366.45 million by 2028 to expand at 3.9% CAGR during 2022–2028.
• Based on industry, the Middle East & Africa A2P SMS and CPaaS market is categorized into IT and telecom, BFSI, retail and ecommerce, healthcare, and others. The retail and ecommerce segment held 31.7% market share in 2022, amassing US$ 882.76 million. It is projected to garner US$ 1,290.24 million by 2028 to expand at 6.5% CAGR during 2022–2028
• Based on country, the Middle East & Africa A2P SMS and CPaaS market has been categorized into the Saudi Arabia, UAE, Turkey, Egypt, South Africa, and Rest of Middle East & Africa.  Our regional analysis states that Rest of Middle East & Africa captured 34.0% market share in 2022. It was assessed at US$ 945.55 million in 2022 and is likely to hit US$ 1,067.09 million by 2028, exhibiting a CAGR of 2.0% during the forecast period.            

Key players dominating the Middle East & Africa A2P SMS and CPaaS market are Vonage; 8X8, INC.; Avaya Inc.; IntelePeer Cloud Communications LLC.; MessageBird; Plivo Inc.; Cisco Systems, Inc.; TWILIO INC.; Voximplant; and Wazo Coummunication Inc. among others.

• In Oct 2021, Vonage and Etisalat Digital Announced Strategic Partnership, Offering Customised CPaaS solutions Across the UAE.
• In Oct 2020, 8x8 Announced Strategic Channel Partnership With Pax8.

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