Over-The-Top (OTT) messaging operates independently of traditional telecommunications infrastructure, delivering enhanced communication through internet connectivity rather than cellular networks. Unlike SMS, OTT platforms like Rakuten Viber enable rich media, interactive elements, and real-time engagement—transforming how Philippine businesses connect with customers.

With extensive market penetration in the Philippines, Viber has become the dominant force reshaping business communications across industries.

‍

The Business Communication Transformation

Market Leadership and Adoption

Rakuten Viber's transformation of Philippine business communications is evident in its rapid adoption: 29% of Filipinos have increased Viber usage over the past 6 months[¹], establishing it as the go-to messaging app for Business & Productivity[¹]. This includes 41% using Viber for work chats and 30% for class groups[¹].

‍

Customers use Viber to connect with businesses of all sizes:

• 46% of users communicate with large enterprises daily[¹]
• 39% of users connect with small businesses[¹]

‍

Industry-Specific Transformation

Sector Leadership:[²]

• Financial Services: 72% - Leading adoption demonstrates platform security and reliability
• Retail: 15% - Growing adoption for customer engagement and sales
• Telecommunication: 6% - Infrastructure companies embracing OTT solutions

The financial services dominance reflects businesses' trust in Viber for handling sensitive customer communications, while retail growth indicates expanding recognition of OTT messaging's commercial value.

‍

Performance That Drives Results

Rakuten Viber delivers exceptional business communication performance with 97% delivery rate and +29% increased viewability when combining transactional and promotional messages[²].

Message growth demonstrates business value:[²]

• +54% year-over-year growth for promotional messages
• +75% year-over-year growth for transactional messages

‍

Optimization Strategies: What Works in the Philippine Market

Message Format Performance

Ranking of best performing promotional message types:[³]

1. Text + Button: Interactive elements drive engagement
2. Text + Image + Button: Rich media with clear action items
3. Image only: Visual content performs well but benefits from interactivity

Key insight: Interactive elements significantly improve message engagement, with call-to-action buttons leading to most effective customer responses.

‍

Strategic Implementation

Message timing considerations:[⁴] Users may take up to 5 days to open promotional messages, requiring 14-day evaluation periods for accurate performance assessment.

Optimization factors:[⁵] Successful campaigns leverage timing optimization, customer segmentation, CRM integration for personalization, and rich media elements for enhanced visibility.

‍

Real Business Impact

Transformation Across Industries

• Financial institutions mostly use Viber for secure transaction confirmations, account notifications, and customer service
• Retail businesses leverage the platform for cases like order updates, inventory alerts, and promotional campaigns
• All sectors report improved customer response rates, enhanced brand perception, and reduced communication costs

‍

The Strategic Advantage

Businesses adopting Viber report measurable improvements: higher engagement rates compared to traditional SMS, better customer satisfaction through interactive messaging, and increased operational efficiency through automated workflows.

‍

m360: Enabling the OTT Transformation

As a Rakuten Viber Silver Partner and leading CPaaS provider, m360 enables Philippine businesses to harness OTT messaging transformation through seamless platform integration and strategic omnichannel approach.

‍

m360's unique value:

• Integrated OTT + SMS strategy ensuring message delivery through automatic failover technology
• Simplified implementation without complex technical requirements
• Comprehensive analytics across all communication channels
• Proven results with clients across financial services, retail, transportation, and entertainment

When OTT messages cannot be delivered due to connectivity issues, m360's system automatically switches to SMS delivery, ensuring critical business communications always reach recipients while maximizing the engagement benefits of rich messaging.

‍

The Future of Philippine Business Communications

The data clearly demonstrates OTT messaging isn't a trend—it's the new standard. With Viber's extensive market penetration, exceptional delivery rates, and accelerating business adoption, companies that embrace this transformation gain significant competitive advantages.

However, the real challenge for Philippine businesses isn't just recognizing the OTT opportunity—it's implementing it strategically without disrupting existing operations. This is where m360's expertise becomes crucial.

‍

m360: The Bridge to OTT Success

As a Rakuten Viber Silver Partner and leading CPaaS provider, m360 doesn't just offer access to OTT messaging—we enable seamless transformation. Our integrated approach ensures businesses can harness Viber's revolutionary capabilities while maintaining the reliability their customers expect.

‍

What sets m360 apart in the OTT revolution:

• Smart Failover Technology: When OTT messages can't be delivered due to connectivity issues, our system automatically switches to SMS, ensuring 100% message delivery
• Zero-Disruption Implementation: Businesses can start leveraging OTT benefits without overhauling existing communication workflows
• Omnichannel Intelligence: Comprehensive analytics across all channels provide insights that drive better business decisions

Market-Proven Results: Our clients across financial services, retail, transportation, and entertainment have already realized the competitive advantages of strategic OTT adoption

‍

The Strategic Imperative

For Philippine businesses, the question isn't whether to adopt OTT messaging, but whether to lead or follow in this transformation. With m360 as your technology partner, you can confidently position your business at the forefront of the communication revolution—leveraging Rakuten Viber's market dominance while ensuring operational excellence.

The OTT revolution is transforming Philippine business communications, and m360 is the strategic partner that makes this transformation both achievable and advantageous.

‍

‍

_________________________________________________________________________________________________________________________________________________________

References

[1] JTN Research. (2025). "Online panel in compliance with ICC/ESOMAR Code." [2] Rakuten Viber Analytics 2025. "Business messaging performance metrics Nov-24 to Feb-25." Viber Media S.a.r.l. [3] Rakuten Viber Analytics 2025. "Top performing content message types." Viber Media S.a.r.l. [4] Rakuten Viber Analytics 2025. "Message delivery and performance tracking." Viber Media S.a.r.l. [5] Rakuten Viber Business Solutions. (2025). "Campaign optimization guidelines." Viber Media S.a.r.l.

‍

‍

‍