Title: Product Updates Q4 2025

URL: https://www.infobip.com/product-updates/product-updates-q4-2025

## Unlocked Future of Automation, Analytics, and Customer Experience

Q4 is all about smarter automation, richer data, and effortless scale. From AI‑ready MCP servers and deeper multi‑channel analytics to improved WhatsApp marketing capabilities, faster RCS onboarding, expanded CRM integrations, real‑time context‑rich People Events, and powerful AI‑driven voice experiences.

All these updates help you u003cstrongu003ereduce complexityu003c/strongu003e, u003cstrongu003emove fasteru003c/strongu003e, and u003cstrongu003edeliver moreu003c/strongu003e intelligent customer journeys at scale.

## Quarterly Highlights

In the video, our Julian will guide you through u003cstrongu003eour biggest updatesu003c/strongu003e of Q4 2025: 

1. u003cstrongu003eu003ca href=u0022https://www.infobip.com/docs/mcpu0022u003eInfobip’s MCP Serversu003c/au003e:u003c/strongu003e Power up your AI workflows with Infobip MCP. Our globally available MCP servers, new Azure MCP Center listings, and open‑source starter tools make it u003cstrongu003eeasier than ever to build, test, and scale u003c/strongu003eintelligent, multi‑channel communication experiences.

1. u003cstrongu003eu003ca href=u0022https://www.infobip.com/rcsu0022u003eRCS for Businessu003c/au003e: u003c/strongu003eOur latest RCS release u003cstrongu003ecuts onboarding time by 50%u003c/strongu003e, giving clients a faster, smoother path to launch. With the ability to create, test, and request RCS sender activation directly in the UI, starting with RCS is now simpler, quicker, and ready to scale.

1. u003cstrongu003eu003ca href=u0022https://www.infobip.com/docs/whatsapp/mm-lite#benefits-of-marketing-messages-api-for-whatsappu0022u003eMarketing Messages API for WhatsAppu003c/au003e: u003c/strongu003eWhatsApp Marketing Messages API is now live, bringing higher deliverability, stronger engagement, and optimized performance for large-scale campaigns. With the possibility to bypass user-level caps and u003cstrongu003eexclusive features like time‑to‑live, benchmarks, and deep linksu003c/strongu003e, it unlocks smarter, more impactful WhatsApp marketing at scale.

Moving on, we have u003cstrongu003emore improvements across the product lineupu003c/strongu003e –from improvements in analytics and reporting, to the AI enhancements in voice experiences and platform support. 

Short and sweet, u003cstrongu003eeasy to read in the next couple of sectionsu003c/strongu003e.   

## Financial Clarity and Full OTT Visibility in One Place 

Our redesigned Financial Reports deliver u003cstrongu003edeeper cost insightsu003c/strongu003e, u003cstrongu003egreater customizationu003c/strongu003e, and u003cstrongu003eclearer visibilityu003c/strongu003e across accounts and channels.  

Now available within a dedicated subpage in Analyze, you can group and break down cost data by the dimensions that matter most, such as Country, Network, Account, User, Sender, Category, Campaign Application, Entity, and more, making it easier to accurately report on and understand your financial data.

The Analyze Dashboard u003cstrongu003eexpanded OTT analyticsu003c/strongu003e across Apple Messages for Business, Instagram, Telegram, KakaoTalk, LINE, and more help teams track, compare, and optimize engagement across every channel.

Key benefits of expanded OTT analytics range from u003cstrongu003eunified performance trackingu003c/strongu003e across all major messaging platforms, to u003cstrongu003eeasier comparisonu003c/strongu003e of engagement metrics between channels and u003cstrongu003eenhanced filtering and customizationu003c/strongu003e for stronger insights. 

## AI Brings Voice Experiences at Scale 

Voice has entered a new era: businesses can now combine Infobip's global, carrier-grade voice backbone, with OpenAI's AI technology to bring voice experiences at scale, without reworking their existing telephony or contact center setup.

This enables businesses to u003cstrongu003ebuild and scale intelligent, low-latency voice conversations that plug directly into existing contact centers and calling flowsu003c/strongu003e. 

Key capabilities revolve around the Websocket streaming and direct SIP connection to OpenAI’s Realtime API, enabling inbound call routing from Infobip to your OpenAI-powered voice agent for u003cstrongu003ereal-time, speech-to-speech AI interactionsu003c/strongu003e.

Key benefits for you are: 

1. u003cstrongu003eSimpler setupu003c/strongu003eu0026nbsp;- nou0026nbsp;intermediaries and reducedu0026nbsp;engineering overheadu0026nbsp;

1. u003cstrongu003eFaster, smoother user experienceu003c/strongu003eu0026nbsp;- fewer hops deliver quicker call start times and more reliable connectionsu0026nbsp;

1. u003cstrongu003eEasily scalableu003c/strongu003eu0026nbsp;- supportsu0026nbsp;high call volumes 24/7, allu0026nbsp;without adding headcountu0026nbsp;

1. u003cstrongu003eLower operational costsu003c/strongu003eu0026nbsp;– due tou0026nbsp;automatedu0026nbsp;Tier-1 customer support and routine interactionsu0026nbsp;

1. u003cstrongu003eOptimizedu0026nbsp;for voice AIu003c/strongu003eu0026nbsp;-u0026nbsp;tailored for real-time latency and natural conversation flowu0026nbsp;

## Uninterrupted Customer Journeys with WhatsApp Webviews

WhatsApp Webviews extend conversations beyond messaging by u003cstrongu003eenabling rich, in-chat browsing experiencesu003c/strongu003e that u003cstrongu003ekeep users fully engaged without breaking the journeyu003c/strongu003e. Instead of redirecting customers to external browsers, businesses can now guide them through forms, uploads, payments, or bookings directly inside the chat, creating smoother interactions.

By reducing friction and maintaining context throughout the experience, u003cstrongu003eWebviews unlock more advanced use cases while delivering a super-app-like UX that feels natural.u003c/strongu003e

## Powering Richer Messaging in Salesforce, Oracle u0026amp; HubSpot 

Infobip is u003cstrongu003eexpandingu003c/strongu003e its u003cstrongu003eecosystem of CRM and marketing‑automation integrationsu003c/strongu003e to help teams design richer, faster, and more seamless omnichannel customer journeys.

With new enhancements across Salesforce Marketing Cloud, Oracle Responsys, and HubSpot Workflows, businesses can now activate advanced Viber formats like carousels and list messages, capture and process RCS full‑service opt‑outs, and orchestrate rich RCS and Viber messaging directly within automated workflows.

These updates empower marketers to u003cstrongu003edeliver more engaging contentu003c/strongu003e, u003cstrongu003estreamline campaign executionu003c/strongu003e, and u003cstrongu003eensure consistent, personalized communicationu003c/strongu003e across every touchpoint.

Key benefits for you are: 

1. u003cstrongu003eSeamlessu0026nbsp;omnichannelu0026nbsp;orchestrationu003c/strongu003eu0026nbsp;– you can design and automate journeys across SMS, RCS, WhatsApp, Viber, and more directly inside Salesforce, Oracle, or HubSpotu0026nbsp;

1. u003cstrongu003eRich,u0026nbsp;highu003c/strongu003eu003cstrongu003e‑u003c/strongu003eu003cstrongu003eimpactu0026nbsp;messagingu003c/strongu003eu0026nbsp;–u0026nbsp;whereu0026nbsp;you have support for advanced Viber and RCS formats (carousels, lists, images, videos, interactive elements) enablingu0026nbsp;more engaging customer experiences thatu0026nbsp;lead tou0026nbsp;higher conversionsu0026nbsp;

1. u003cstrongu003eSmarteru0026nbsp;audienceu0026nbsp;managementu0026nbsp;and complianceu003c/strongu003eu0026nbsp;– with features like RCS full‑service opt‑outs make it easy to capture, process, and act on user intent, improving targeting accuracy andu0026nbsp;maintainingu0026nbsp;compliance at scaleu0026nbsp;

1. u003cstrongu003eMoreu0026nbsp;personalizationu0026nbsp;withu0026nbsp;lessu0026nbsp;effortu003c/strongu003eu0026nbsp;– now you can use CRM data to build dynamic, personalized messages and automated journeys that adapt to customer behavior in real timeu0026nbsp;

1. u003cstrongu003eStreamlinedu0026nbsp;workflowu0026nbsp;automationu003c/strongu003eu0026nbsp;– where you can trigger follow‑ups, route responses, and handle two‑way conversations,u0026nbsp;all within native workflowu0026nbsp;buildersu0026nbsp;thusu0026nbsp;reducing manual effort and ensuring consistent customer engagement.u0026nbsp;

## Real‑Time People Insights for Context-Driven Decisions

Real-time data streams for the People module are available. Instead of waiting for batch exports, you can now u003cstrongu003eaccess context-rich event datau003c/strongu003e - including IDs, attribute snapshots and actor details - u003cstrongu003ethe moment it happensu003c/strongu003e.

Managed entirely through the Subscription Management Portal, these standardized payloads u003cstrongu003esimplify your workflowu003c/strongu003e, enable u003cstrongu003emore accurate customer timelinesu003c/strongu003e, u003cstrongu003ereduce integration overheadu003c/strongu003e, and power u003cstrongu003emore responsive customer experiencesu003c/strongu003e.

Key benefits for you are: 

1. u003cstrongu003eInclusion of all key detailsu003c/strongu003eu0026nbsp;in each event – from IDs, to names, attribute snapshots, timestamps, and actor detailsu0026nbsp;

1. u003cstrongu003eSimplified and moreu0026nbsp;accurateu0026nbsp;analytics, automation, and integration workflowsu003c/strongu003eu0026nbsp;via single, unified schemau0026nbsp;

1. u003cstrongu003eAnalyticsu0026nbsp;enablementu003c/strongu003eu0026nbsp;whereu0026nbsp;each eventu0026nbsp;containsu0026nbsp;a full snapshot of who, what, when, and contextu0026nbsp;enabling moreu0026nbsp;accurateu0026nbsp;customer timelines, and ML-driven insightsu0026nbsp;

1. u003cstrongu003eFaster integrationu003c/strongu003eu0026nbsp;due tou0026nbsp;standardized payloads reducingu0026nbsp;mapping, transformation, and maintenance work for developers and analystsu0026nbsp;

## Stay tuned for what’s next!

The fourth quarter marks the conclusion of our updates for 2025. These Q4 enhancements build directly on previous releases, all of which have been focused on u003cstrongu003esimplifying u003c/strongu003eyour u003cstrongu003ecustomer communicationu003c/strongu003e, u003cstrongu003esupporting u003c/strongu003eyour u003cstrongu003ebusiness growthu003c/strongu003e, and enabling you to u003cstrongu003eengage more customersu003c/strongu003e with u003cstrongu003egreater speed and efficiencyu003c/strongu003e.

Throughout the year, our updates have centered on making it easier for you to connect with your audience, streamline your processes, and drive better outcomes for your organization.  

Visit the u003ca href=u0022https://www.infobip.com/product-updatesu0022u003eProduct Updates Hubu003c/au003e for a quick overview of the past quarterly updates and stay tuned for what’s coming next, starting with Q1 2026.  

See you in April 2026!