af2m unveils the 8th edition of its SMS Marketing Barometer, highlighting a record year for Push SMS. In 2025, 15.26 billion messages were sent in France, registering a growth of +7.51% compared to the previous year. Simultaneously, RCS for Business is experiencing strong acceleration with 52 million compatible smartphones and 738 active brands.
SMS marketing confirms its strategic role in brands’ communication plans. Since 2019, this barometer has been a key tool for analyzing SMS market trends in France. This new edition also includes updated data on the development of RCS for Business.
A notable increase: 15.26 billion Push SMS in 2025 (+7.51%)
In 2025, companies sent 15.26 billion Push SMS, compared to approximately 14.2 billion in 2024, representing an annual increase of +7.51%.
This progression is explained by:
The simplicity of SMS use
Its universal nature
Its ability to quickly reach a large audience
Key commercial periods, such as November and December (Black Friday, end-of-year holidays), accounted for over 1.4 billion messages, confirming the essential role of SMS in high-impact promotional campaigns.
Volume distribution: transactional vs. promotional
The market structure remains stable in 2025, with a balanced distribution between transactional and promotional SMS:
These figures illustrate the dual role of SMS: securing customer journeys while being a powerful lever for marketing actions.
Issuing sectors: retail still dominates
The sectoral distribution of Push SMS remains unchanged:
Retail: 31% of volumes
Banks and insurance: 19%
Services: 14%
Retail trade maintains its dominant position, supported by promotional campaigns and proactive customer relationship management.
RCS for Business : accelerating adoption
The Barometer also highlights the rise of RCS for Business (Rich Communication Services), an enriched technology that transforms professional messaging.
52 million compatible smartphones
In 2025, 84% of devices in France are RCS compatible, crossing the 50 million threshold.
738 active brands and 200 million messages sent
Strong adoption growth (+75%)
200 million RCS messages exchanged in 2025
The most active sectors in using RCS include:
Retail: 18 %
Services: 18 %
Automotive : 12 %
Push SMS continues to demonstrate its relevance as a structuring lever for brands. In parallel, the growing adoption of RCS for Business marks a decisive step, with a significant increase in brands and exchanged message volumes. The year 2025 represents a real turning point towards enriched messaging.
Alexis TrichetPresident of af2m
