The business messaging landscape is shifting fast. Prices are rising, regulations are tightening, and new messaging channels are emerging. For businesses, staying ahead means understanding what’s happening behind the scenes.
Let’s break down what’s changing in 2025 and what you can do to adapt.
Why are my messaging costs skyrocketing?
If you’ve noticed your messaging costs going up, you’re not alone. Over the past four years, global SMS prices have tripled. In some cases, operators have raised prices overnight by 80% or more.
The problem? These increases are unpredictable. Some operators give a few months' notice, others just a few weeks. And if you are sending messages across multiple countries, keeping up with these changes feels like a full-time job.
For example:
📍 In Norway, two operators raise prices almost every January.
📍 In Sweden, 75% of operators adjust pricing annually, but never at the same time.
📍 In some markets, prices jump at random with little to no warning.
For businesses, this means:
Unpredictable costs
Operators can increase prices with little notice, making long-term budgeting difficult.
Hidden pricing structures
Many service providers keep costs opaque, making it hard to compare true pricing across vendors.
Quality vs. cost trade-offs
Lower prices may come with hidden sacrifices in message quality, such as delays, failures, or message "trashing" (undelivered messages that go unnoticed).
The result? Businesses struggle with budgeting and forecasting, while service providers scramble to absorb costs or pass them down.
The industry has a pricing problem—and we’re fixing it
Let’s be honest: pricing in the messaging world is a mess. That’s why we’re taking a different approach—full transparency.
Instead of rolling everything into one mysterious price, we’re separating the costs into two parts:
The actual message cost
The raw cost of delivering an SMS, WhatsApp, Viber, or RCS message that we pay to telcos, with no hidden markup.
A fixed monthly fee
For platform access, including API, security, analytics, compliance and much more.
This model gives you:
A clear view of value—You know exactly what you’re paying for.
Better long-term budgeting—Easier to plan ahead without sudden cost spikes.
Unlike traditional pricing models, which often catch businesses off guard by price hikes, this model offers stability and peace of mind.
At the end of the day, we believe pricing should be fair, transparent, and easy to understand.
Want to learn more? Hear our CEO Uku Tomikas, Head of Revenue Marcus Kallavus and Head of Global Connectivity Tõnis Kirsipuu discuss 2025 business messaging in detail.
Compliance is no longer optional
For businesses operating in highly regulated industries (finance, healthcare, e-commerce), compliance is a make-or-break factor. And, you need to make sure that your messaging provider is up to the task.
In 2024, we saw an increase in security audits, stricter data handling requirements, and heavier fines for non-compliance – and it’s only going to get tougher. That’s why we’ve taken compliance to the next level.
✅ ISO 27001:2022 Certified
We meet the gold standard for information security, ensuring that customer data is handled with the strictest controls.
✅ DORA Compliant
We align with the Digital Operational Resilience Act, which is crucial for financial services and other regulated industries in the EU.
✅ GDPR Compliant
We’ve been fully GDPR compliant for years, ensuring data privacy and protection for businesses across Europe.
Working with a fully certified messaging partner means:
No more compliance headaches—We’ve done the hard work so you don’t have to.
Easier audits & approvals—Our certifications cut down the paperwork and compliance checks required on your side.
Stronger data security—Your customer data is protected by the highest security standards in the industry.
Read more about how we handle data and compliance.
RCS sounds great—so why isn’t it everywhere?
Rich Communication Service (RCS) has been hyped for years as the next big thing in mobile messaging. It’s supposed to bring rich, app-like messaging directly to native SMS inboxes. But there’s a catch—adoption has been painfully slow.
The main roadblocks?
Operators control pricing, and it’s not always public—Unlike WhatsApp or Viber, where you can check pricing online, RCS costs are often hidden behind telco negotiations.
The rollout is inconsistent—Some countries (like Germany) are leading the charge, while others lag behind.
Apple’s support is still limited—Yes, Apple announced RCS support, but full RBM functionality? That’s a different story.
We love the potential of RCS, but until adoption improves, we recommend businesses test rich messaging on proven channels like WhatsApp and Viber first.
We’ve covered a lot. But what should you do next?
1️⃣ Insist on pricing transparency
If a provider can’t clearly explain their costs, ask why. Hidden markups and vague pricing models make it harder to budget and compare options. Choose providers who are upfront about what you're paying for.
2️⃣ Treat compliance like an investment, not a hurdle
Think of compliance as a competitive advantage. Companies that meet the highest standards (like ISO 27001, DORA, and GDPR) earn customer trust and avoid regulatory headaches.
3️⃣ Experimenting with rich messaging channels
SMS still dominates, but brands using WhatsApp, Viber, and RCS (where available) are seeing higher engagement and lower costs. Even if you’re not ready to fully switch, test and compare the results.
4️⃣ Choose a partner, not just a provider
Messaging is complex. Regulations change, pricing shifts, and new channels emerge all the time. Working with a partner who understands the landscape saves time, reduces risk, and improves your bottom line.
Business messaging is changing fast, and companies that embrace transparency, prioritize compliance, and explore new channels will come out ahead. Whether it’s navigating rising costs, staying compliant, or adopting rich messaging, the key is working with a partner who helps you adapt—not just another provider.
