WhatsApp, Video & AI: How M’sian brands are changing chat

“Eh bro, I just got a WhatsApp from my bank… and it wasn’t a scam!”

If you’ve noticed your favourite brands sliding into your DMs more often—and not in a creepy way—you’re not alone. Whether it’s your telco reminding you about an overdue bill (thanks ah), or your bank offering a loan through a chatbot that actually sounds human, one thing is clear: Malaysian business communication is having a glow-up.

And according to global messaging tech giant Infobip, this isn’t just a trend—it’s a revolution.

Video calls up 178%. WhatsApp messages up 17%. Your patience? Still at 0%.

In their latest Messaging Trends Report 2025, Infobip spilled some pretty juicy stats on how Malaysians are connecting with businesses. The headline? Businesses better stop treating messaging like an afterthought.

Here’s the tea:

• Video & Voice interactions jumped a whopping 178%
• WhatsApp usage for businesses rose 17%
• The Finance & Fintech sector alone saw 376 million interactions on Infobip’s platform

Basically, if your bank, insurer, or eCommerce store isn’t chatting with you in the way you want, when you want, where you want—they’re falling behind.

“It is no longer just about responding to inquiries but proactively engaging customers with personalized, frictionless experiences that build trust and drive conversions.”

Ruslana Reznikova, VP GM APAC and Eurasia at Infobip

No more “Dear Sir/Madam” emails?

That’s right. The old-school email is still alive (with a 147% rise across APAC, btw), but Malaysian customers are getting used to way more responsive—and even interactive—channels.

Especially in sectors like:

• Banking & Fintech: AI chatbots, fraud alerts, real-time support.
• Retail & eCommerce: Product recommendations, order updates, and customer service with zero human interaction (unless you want one lah).
• Tech & Software: A 14% bump in messaging shows this sector is catching on too.

Infobip’s message to businesses? You don’t need to be everywhere, but you need to be where your customers are.

WhatsApp is king. But video is the new prince.

While WhatsApp continues its reign (seriously, who’s still using SMS?), it’s video and voice that are making a big splash.

That 178% increase in video calls? It’s not just for awkward Zoom meetings anymore. Businesses are now using video for:

• Virtual consultations (think online banking with actual face-time)
• Customer service (where you can see the agent roll their eyes)
• Product walkthroughs and tutorials

All of this is part of what Infobip calls an “omnichannel strategy”—basically a fancy way of saying businesses need to be smart, fast, and consistent across every platform.

So what does this mean for you?

If you’re a customer, expect things to get faster, smoother, and way more personal. Your bank might text you before you even realise you’ve overspent. Your favourite retailer might slide into your WhatsApp with a discount code. And your telco might actually respond… on time.

If you’re a business owner still stuck in the email-only era—time to wake up. The customer of 2025 wants instant replies, video chats, and AI that doesn’t sound like it was coded in 1998.

“The data from our Messaging Trends Report this year proves that messaging is no longer just a communication tool; it is the backbone of business growth in Malaysia. With our cutting-edge technology and deep market expertise, we are committed to helping businesses create smarter, more connected customer experiences that drive real impact,” 

Ruslana Reznikova, VP GM APAC and Eurasia at Infobip

And if you’re still ghosting your customers, don’t be surprised when they ghost you right back.