Executive Summary
Section 1: Scene setting, CPaaS definition
What is CPaaS?
CPaaS definition
CPaas landscape
The CPaaS influencers
CPaaS channels
Brand adoption of CPaaS
The consumer view of CPaaS
Section 2: CPaaS forecasts
CPaaS global spend
CPaaS growth by acquisition
CPaaS Compound annual growth rate (CAGR)
Value chain
Top 10 markets
CPaaS market overview
The Messageverse
CPaaS and the Messageverse
Engagement over CPaaS channels
The CPaaS reality
Section 3: CPaaS companies
The leading CPaaS companies
The leading CPaaS companies 2026
CPaaS provider growth
Company CAGR
Mobilesquared CPaaS Powerscape
– Emerging Enabler
– Accelerating Pacesetter
– CPaaS Powerhouse
– Established Authority
CPaaS Maturity Path
The CPaaS Powerscape 2020-2022
The CPaaS Powerscape 2022-2026
The CPaaS Powerscape 2020-2026 tracker
CPaaS Powerscape analysis

– CPaaS Powerhouse companies
– Established Authority companies
– Accelerating Pacesetter companies
– Emerging Enabler companies
Section 4: CPaaS Channels
SMS spend / traffic
MMS spend / traffic
Voice spend / traffic
Video spend / traffic
RCS spend / traffic
WhatsApp spend / traffic
Apple Messages for Business spend / traffic
Viber spend / traffic
Facebook Messenger spend / traffic
OTT messaging apps spend / traffic
In-app push notifications spend / traffic
Social media spend / traffic
WebRTC spend / traffic
Email spend / traffic
Section 5: CPaaS by region
Africa spend / traffic
Asia spend / traffic
Caribbean spend / traffic
East Europe spend / traffic
Latin America spend / traffic
Middle East spend / traffic
North America spend / traffic
Oceania spend / traffic
West Europe spend / traffic

Companies included in the Mobilesquared CPaaS Powerscape:
8×8 / Adobe / Amazon Connect / Avaya / Bandwidth / Cisco Clickatell / CM
Group / CM.com / GMS / Infobip / Kaleyra / Karix / Lanck Telecom / LINK
Mobility / Liveperson / MessageBird / Microsoft / Nextiva / Plivo /
RingCentral / RouteMobile / Salesforce / Sinch / Soprano / Tanla / Tata /
Telesign / Twilio / Tyntec / Vonage / Zendesk

To understand who is driving CPaaS, Mobilesquared has created the CPaaS Powerscape, where we have applied each company’s CAGR for a given period to their average annual revenues over the same period. Companies can be Emerging Enabler, Accelerating Pacesetter, CPaaS Powerhouse, and Established Authority.

Our CPaaS company data reveals that the top 10 CPaaS providers (as identified by Mobilesquared research) accounted for just under 65% of total brand spend on CPaaS in 2020, with seven companies generating over $1 billion. By the end of 2022 the number of billion-dollar CPaaS providers increased to 10, and by the end of the forecast period Mobilesquared predicts there will be 14.

Companies included in the Mobilesquared CPaaS Powerscape:

8×8 / Adobe / Amazon Connect / Avaya / Bandwidth / Cisco Clickatell / CM
Group / CM.com / GMS / Infobip / Kaleyra / Karix / Lanck Telecom / LINK
Mobility / Liveperson / MessageBird / Microsoft / Nextiva / Plivo /
RingCentral / RouteMobile / Salesforce / Sinch / Soprano / Tanla / Tata /
Telesign / Twilio / Tyntec / Vonage / Zendesk

Does your data have a KPI?

It does. To ensure the risk of double counting is removed from our numbers, the key performance indicator for Mobilesquared is the number of interactions received per unique mobile user (such as message or email).

Is the traffic Mobile Originated or Mobile Terminated?

Because our KPI is based on messages delivered, our data only focuses on Mobile Terminated, but our data does cover both A2P and P2A traffic.

Where is the data from?

Mobilesquared is omnipresent within the CPaaS and messaging ecosystem, constantly talking to companies, attending events, and playing a very active role within the Future of Messaging Working Group in the Mobile Ecosystem Forum. In 2021, the data and forecasts were based on information and data shared by 290 companies.

Methodology to be confirmed upon publishing

Our datasets cover the top 200 markets from around the world. Click here for a detailed overview. Top 30 markets covered (by 2022 spend*) include:

Argentina / Australia / Bangladesh / Brazil / Canada / China / Egypt / France / Germany / India / Indonesia / Italy / Japan / Mexico / Netherlands / Nigeria / Pakistan / Philippines / Russia / Saudi Arabia / South Korea / Spain / Sri Lanka / Sweden / Switzerland / Taiwan / Turkey / United Kingdom / USA / Vietnam

*Markets subject to change based on on-going research into CPaaS

For each of the 200 markets we cover, our CPaaS user data is split by:

• total unique mobile users (UMUs)
• total mobile subscriptions
• total users split out by device type: smartphone by OS/non-smartphone.

User data is further split out by gender and age, by:

• 0-17 / 18-24 / 25-34 / 35-44 / 45-54 / 55-64 / 65+

Market vertical data will be available in our CPaaS data as an update in 1H 2023.

We split our messaging data out by 18 sectors + “Other”. This ensures we cover all the main market verticals in every market, but also can accommodate for national and regional variations. The verticals are:

Automotive / Broadcasters / Charity / Education / Enterprise software / Finance / Gambling / Healthcare / Internet streaming / Leisure & entertainment / Public services / Restaurants & fast-food / Retail & eCommerce / Social media & chat / Telecoms / Transport & logistics / Travel & tourism / Utilities / Other

Use case CPaaS data will be available in our CPaaS data as an update in 1H 2023.

Our A2P SMS Research Covers:

To create our messaging forecasts, we have to generate a lot of background data, based on population, mobile subscriptions, unique mobile users, and device type (based on smartphone OS and non-smartphone), all of which is projected over our latest forecast period. We now include all of this data as supplementary to all our core datasets, to help provide you with a more holistic view of the market.

• Unique Population Access – by Country, User, Device, Gender & Age
• Unique SMS Users – by Device, Gender & Age
• Mobile Subscriptions – by MNO

Our messaging data is viewed as the best & most robust data available in the marketplace because we are constantly speaking to the messaging ecosystem and play a very active role within the Mobile Ecosystem Forum (MEF), and at major messaging events where we engage with the companies shaping this sector.

In 2021, when updating our messaging data we received data and insight from 290 companies, including:

• 160 mobile operators
• 130 aggregators, CSPs, vendors, hub providers, interconnect providers, regulators, firewall providers, and independent consultants.

In 2022, we have expanded the number of companies participating in our research by 50, taking our total just for the CPaaS research to over 120.

The companies that have helped our CPaaS research, include:

Adaptive Mobile / Aegis Mobile / AI Cross / Alchemy / Anam / Apprentice Valley / Arelion / Bandwidth / BICS / Bouygues Telecom / BT/EE / Bulk SMS / Cheetah Mobile / Cisco / Comviva / Deutsche Telekom / Enabld / Etisalat / Fonix Mobile / Global Point / GMS / / Google / GTC / GTS / Gupshup / Haud / iBasis / iConectiv / iTouch Messaging / Kaleyra / Karix / Lanck Telecom / LINK Mobility / Mavenir / Melita / MessageBird / Messagio / Meta / Millicom / Mitto / MMDSmart / Mobivity / Modica Group / Monty Mobile / Movitext / MTN Global Connect / MTN Irancell / MTN Nigeria / O2 / Ooredoo / Orange / Out There Media / Oxygen8 / PolkomTel / Quiubas Mobile / Reliance Communication / Route Mobile / Salesforce / SFR / Sinch / Softbank / Soprano / STC / Summit Tech / Sunrise / Swisscom / Synchronoss / Syniverse / Tanla / Tata / Telefonica Group / Telenor / Telesign / Telia / Telia Carrier / Telnyx / Thales / Three / Three Ireland / TI Sparkle / T-Mobile / T-Mobile US / Tomia Global / True Corporation / Tunisie Telecom / Turk Telekom International / Twilio / TWW / Tyntec / Unifonic / Viber / VimpelCom / Vodafone / Vonage / Wavy / WhatsApp / WMC Global / XConnect / Zain

The 14 channels that our CPaaS research covers are:

SMS / MMS / RCS / WhatsApp / Apple Messages for Business / Viber / Facebook Messenger / OTT – Other messaging platforms (WeChat, Line, Kakao, etc) / Voice / Video / In-app push notification / Social media / Web / Email

To ensure you have all the relevant data required to make key business decisions, the data and forecasts for all of the 200 markets/ 14 channels covered, is split out by:

• Total users by channel
• Total users as % of smartphone users
• Total users as % of total UMUs
• Total traffic by channel
• Average traffic per user by channel
• Total spend by channel
• Average spend per user by channel

We will look at the impact of fraud on CPaaS by channel in an update scheduled 1H23.