CX HUDDLE
Thought Leaders’ Roundtable
Enterprise Messaging: Why RCS and WhatsApp Will Revolutionize Everything in 2025
June 17, 2025 | Pavillon Ledoyen, Paris
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WHAT IS A THOUGHT LEADERS’ ROUNDTABLE?
The Thought Leaders’ Roundtable, presented by CXM Today in collaboration with Vonage, is an exclusive forum designed to bring together pioneering leaders in customer experience, marketing, and technology. This high-level gathering convenes visionary executives who have redefined their industries through innovation and strategic foresight. Carefully curated for its participants, the roundtable fosters in-depth, closed-door discussions among industry stalwarts who share a common goal: transforming businesses through superior customer experiences. Each leader contributes unique perspectives and expertise, creating a dynamic exchange of insights that shape the future of customer engagement. By facilitating open dialogue and strategic collaboration, the roundtable serves as a catalyst for actionable solutions, enabling organisations to refine their roadmap for sustained success.
ABOUT THIS EDITION:
Messaging has become a critical channel for business communication, with Rich Communication Services (RCS) and WhatsApp leading the evolution. With Apple’s recent adoption of RCS and Google’s ongoing support, businesses must reassess their messaging strategies to stay ahead of the curve. By mid-2025, 85% of French mobile users will be RCS-compatible, making it a default communication channel alongside SMS and WhatsApp. This shift presents both opportunities and challenges for brands looking to enhance customer engagement through richer, more interactive messaging experiences.
WhatsApp continues to expand its business messaging capabilities, recently loosening its opt-in requirements to drive broader adoption. Meanwhile, RCS offers a native messaging experience that integrates seamlessly with the user’s default SMS, enabling businesses to reach customers more effectively. RCS also offers app-like features and functionality, but does not require the user to download a specific app (like WhatsApp). Understanding how these channels compare in terms of reach, interactivity, and business impact is crucial for companies looking to optimise their digital engagement strategies.
To remain competitive, organisations must navigate the complexities of these messaging technologies while balancing regulatory considerations, budget constraints, and customer preferences. The integration of RCS and WhatsApp into business communication strategies will be pivotal in driving higher ROI and improving customer satisfaction. This boardroom discussion will provide a strategic overview of these emerging trends, offering actionable insights for businesses to harness the full potential of next-generation messaging platforms.
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Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
