Advanced messaging is on its way: Why brands should be excited

It’s been over 25 years since the first text message was sent, but mobile users’ love affair with messaging shows no sign of slowing down. Since the mid-2000s, WhatsApp, iMessage, Facebook Messenger, Instagram, Twitter and many others have transformed person-to-person (P2P) messaging.

The estimated numbers are staggering. Tim Cook said in 2014 that Apple handled 40 billion iMessage notifications daily. WhatsApp users sent an average of 65 billion messages per day in...