인앱 메시징 소프트웨어 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the in-app messaging software market size was valued at USD 1.97 billion in 2025 and is estimated to grow from USD 2.23 billion in 2026 to reach USD 4.65 billion by 2031, at a CAGR of 15.83% during the forecast period (2026-2031).

This report is Segmented by Component (Software, and Services), Deployment Mode (Cloud, On-Premise, and Hybrid), Enterprise Size (Large Enterprises, and Small and Medium Enterprises), Application (Marketing and Promotions, User Engagement and Retention, and More), End User Industry (IT and Telecommunication, BFSI, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global In-App Messaging Software Market Trends and Insights

Omnichannel Customer Experience Imperative

Enterprises increasingly use in-app messages as part of a continuous customer interaction rather than as a separate notification channel. In 2026, Zendesk reported that 81% of consumers viewed AI as integral to modern service. Its research also found that 76% of Asia-Pacific consumers preferred providers that continued a conversation across text, image, and voice without requiring customers to repeat information. This requirement favors platforms that retain context across applications and other customer channels. Infobip stated that its analysis covered 628 billion mobile-channel interactions in 2025 and found stronger retention outcomes among brands using 4 or more engagement channels with in-app messaging as the final conversion channel. The in-app messaging software market, therefore, gives broader journey-management vendors an advantage over standalone notification providers.

AI-Powered Personalization and Optimization

AI capabilities have become central to message timing, content selection, and audience decisions in the in-app messaging software market. MoEngage reported that journey-based in-app messages achieved an average conversion rate of 44.17% in its 2026 benchmark study of more than 1,350 consumer brands. The same study reported that non-personalized broadcast messages could have opt-out rates up to 25 times higher than behaviorally triggered alternatives. These results make behavioral relevance more important than higher message volume. MoEngage acquired Aampe in June 2026 to add per-user agentic decisioning to its platform. Providers that can make individual decisions while keeping those decisions understandable to customers may be better placed to retain enterprise accounts.

Data Privacy, Consent, and Security Exposure

Privacy and consent requirements can lengthen platform evaluation and deployment processes in the in-app messaging software market. France's data protection authority published a 98-page mobile application privacy framework in September 2024 and began a focused mobile-app enforcement campaign in 2025. These developments place closer attention on SDK-level data collection and explicit consent. Google Play policies, effective January 28, 2026, require affirmative user consent for in-app data collection under its Digital Markets Act compliance obligations. Healthcare buyers also require auditable consent controls and appropriate contractual arrangements. Vendors with established privacy controls can reduce buyer concerns, while smaller providers may face longer procurement cycles.

Other drivers and restraints analyzed in the detailed report include:

1. Mobile-First and App-Centric Business Models
2. Real-Time In-Session Decisioning for Revenue and Retention
3. Integration Complexity Across Legacy and Fragmented App Stacks

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Software held 71.24% of the in-app messaging software market share in 2025. The position reflected the recurring-revenue model of platforms embedded through software development kits. Behavioral data, workflows, and message templates can become closely tied to the platform over time. Replacing a provider may require data migration, application testing, and changes to campaign operations. These factors strengthen renewal incentives for established software vendors. Braze introduced Creative Studio in April 2026, with integrations with Figma and Canva. The release showed how vendors are incorporating work that might otherwise require outside services into their platforms.

Services are projected to grow at a 18.82% CAGR through 2031. This growth comes from the need for implementation assistance, model governance, testing, and integration across customer systems. AI-led campaigns require organizations to review how decisions are made and how customer data is used. Services can help teams design the required controls and measure campaign outcomes. They can also assist customers w dedicated mobile engineering teams. Software providers may use services to deepen client relationships after the original implementation. The in-app messaging software market can therefore retain a software-led revenue structure while services address the operational demands of advanced deployments. Service partners can also help define campaign rules, user permissions, and escalation paths before automated messages are activated. Their role becomes more relevant when organizations need consistent practices across marketing, product, support, and compliance teams. Providers that offer both software and implementation support may be able to reduce the time needed for customers to move from a pilot to regular use.

Cloud deployment accounted for 68.41% of the in-app messaging software market share in 2025. Digital-native companies favor cloud tools because they can scale computing resources and connect behavioral data with messaging workflows. Cloud delivery also supports rapid campaign changes and continuous model updates. These capabilities are useful for applications that need to respond during an active customer session. The installed base of cloud deployments supports vendor subscription revenue and broadens access for smaller buyers. Cloud remains appropriate where data residency and security requirements can be met through the provider's architecture. Its large share indicates that ease of deployment still matters for many customers. Cloud tools can also give distributed teams a shared view of campaign performance and customer response data. This is useful for organizations that manage several applications or operate across multiple countries. The model remains attractive when vendors can demonstrate reliable security, availability, and data handling controls.

Hybrid deployment is projected to grow at a 17.69% CAGR through 2031. Banking, insurance, and healthcare users often need greater control over personally identifiable information and regional data residency. At the same time, they need cloud-based computing for AI-enabled personalization. Braze added EU-region Google Cloud hosting for its Decisioning Studio in April 2026. This move reflected the need to keep customer data within European boundaries while continuing to support decisioning services. On-premise deployments remain relevant for government and defense settings that use isolated environments. However, hybrid architectures offer a path for regulated users who want data control without giving up cloud capabilities. This approach can allow sensitive records to remain within a chosen environment while selected data supports centralized analysis. It may also help organizations apply different controls to different data types. The higher growth rate shows that architecture decisions are increasingly linked to legal, operational, and customer trust requirements. Buyers must consider where data is stored, who can access it, and how information is moved between systems. These decisions can affect both the timetable for implementation and the range of messaging functions available. Hybrid deployment is therefore a business and governance choice as well as a technical one.

Complete Report Scope:

• By Component
  • Software
  • Services
• By Deployment Mode
  • Cloud
  • On-Premise
  • Hybrid
• By Enterprise Size
  • Large Enterprises
  • Small and Medium Enterprises
• By Application
  • Marketing and Promotions
  • User Engagement and Retention
  • Customer Support
  • Product Adoption and Onboarding
  • Feedback and Voice of Customer Analytics
• By End User Industry
  • IT and Telecommunication
  • BFSI
  • Healthcare and Life Sciences
  • Retail and E-Commerce
  • Industrial Manufacturing
  • Education and Research Institutions
  • Media and Entertainment
  • Government and Administration
  • Travel and Hospitality
  • Other End User industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Russia
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Southeast Asia
    • Rest of Asia-Pacific
  • Middle East and Africa
    • Middle East
      • Saudi Arabia
      • United Arab Emirates
      • Rest of Middle East
    • Africa
      • South Africa
      • Nigeria
      • Rest of Africa

Geography Analysis

North America held 34.62% of the in-app messaging software market share in 2025. The region has a high concentration of enterprise software buyers, mature mobile commerce, and the headquarters of many major platform vendors. The United States drives demand from retail, BFSI, and healthcare organizations that connect messaging with customer data platforms. Canada contributes to demand in financial services, while Mexico's expanding fintech sector supports mobile customer engagement needs. Competition in the region is strong because full-suite vendors, product-adoption specialists, and AI-focused providers serve the same enterprise accounts. State privacy rules and California Consumer Privacy Act enforcement are also encouraging first-party data approaches. Buyers in the region often evaluate how well a provider works with existing customer data, marketing, and product systems. They also assess the vendor's ability to support large message volumes without losing control over customer permissions. These needs support demand for platforms that combine integration depth with clear governance. North American enterprises frequently have several customer-facing applications and separate teams responsible for them. This can increase the value of a consistent framework for campaign approvals, access management, and performance reporting. Providers that support these controls can be more credible partners for complex deployments.

Asia-Pacific is projected to grow at a 19.18% CAGR through 2031. India, South Korea, Southeast Asia, Japan, and China are important markets, although their demand drivers differ. India's fintech and health technology ecosystems require scalable and consent-managed customer messaging. South Korea and Japan support enterprise deployments that have high message volumes. Indonesia, Vietnam, and the Philippines are expanding digital consumer bases through application adoption, digitalization programs, and super-app development. The in-app messaging software market has opportunities in these countries for vendors that support local languages and flexible pricing. Demand is shaped by businesses that acquired customers through smartphones rather than desktop channels. These companies may expect messaging tools to work with mobile payments, local service models, and high-volume applications. Vendors that simplify setup are more relevant to newer digital businesses. The region also contains both mature technology markets and rapidly expanding consumer application environments. This diversity limits the usefulness of a uniform sales and product approach. Providers need to balance advanced capabilities with tools understandable to smaller or newer application teams.

Europe, South America, the Middle East, and Africa represent distinct demand environments. European customers place substantial weight on GDPR compliance and data residency when choosing providers. Braze's EU-region hosting initiative in 2026 reflected the importance of these requirements for enterprise contracts. Brazil's digital retail and fintech sectors use real-time transaction and engagement tools, supported by the growth of instant payments. Gulf Cooperation Council countries invest in mobile government services and retail applications, while Nigeria and South Africa are important markets for mobile payments and consumer applications. Differences in infrastructure, privacy expectations, and mobile adoption mean vendors must adapt deployments to each region. European buyers may prioritize data governance over rapid feature expansion. South American and African users may prioritize accessible mobile services and payment-related communications. Regional adaptation can therefore affect the pace of adoption as much as the platform's basic availability. A provider's local data options, language support, and commercial model can influence whether it is considered for a contract. Regional partners may also be useful where customers need implementation support or familiarity with local requirements. These factors can shape the competitive position of international and local vendors.

1. Braze, Inc.
2. Intercom, Inc.
3. OneSignal, Inc.
4. Airship Group, Inc.
5. MoEngage, Inc.
6. CleverTap Private Limited
7. Sendbird, Inc.
8. Peaberry Software, Inc.
9. Iterable, Inc.
10. Swrve, Inc.
11. Pushwoosh, Inc.
12. WebEngage Inc.
13. Xtremepush Limited
14. MessageGears, Inc.
15. Optimove, Inc.
16. Cordial Experience, Inc.
17. Pendo.io, Inc.
18. Appcues, Inc.
19. Userpilot, Inc.
20. Chameleon Technologies, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Omnichannel Customer Experience Imperative
  • 4.2.2 Mobile-First and App-Centric Business Models
  • 4.2.3 AI-Powered Personalization and Optimization
  • 4.2.4 First-Party Data Strategy and Privacy Compliance
  • 4.2.5 Real-Time In-Session Decisioning for Revenue and Retention
  • 4.2.6 Embedded Messaging as a Lower-Cost Alternative to Paid Re-Engagement
• 4.3 Market Restraints
  • 4.3.1 Data Privacy, Consent, and Security Exposure
  • 4.3.2 Integration Complexity Across Legacy and Fragmented App Stacks
  • 4.3.3 In-App Notification Fatigue and Attention Saturation
  • 4.3.4 SDK Release Dependency and App-Store Governance Risk
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value-Chain Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Component
  • 5.1.1 Software
  • 5.1.2 Services
• 5.2 By Deployment Mode
  • 5.2.1 Cloud
  • 5.2.2 On-Premise
  • 5.2.3 Hybrid
• 5.3 By Enterprise Size
  • 5.3.1 Large Enterprises
  • 5.3.2 Small and Medium Enterprises
• 5.4 By Application
  • 5.4.1 Marketing and Promotions
  • 5.4.2 User Engagement and Retention
  • 5.4.3 Customer Support
  • 5.4.4 Product Adoption and Onboarding
  • 5.4.5 Feedback and Voice of Customer Analytics
• 5.5 By End User Industry
  • 5.5.1 IT and Telecommunication
  • 5.5.2 BFSI
  • 5.5.3 Healthcare and Life Sciences
  • 5.5.4 Retail and E-Commerce
  • 5.5.5 Industrial Manufacturing
  • 5.5.6 Education and Research Institutions
  • 5.5.7 Media and Entertainment
  • 5.5.8 Government and Administration
  • 5.5.9 Travel and Hospitality
  • 5.5.10 Other End User industries
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Russia
    • 5.6.3.5 Spain
    • 5.6.3.6 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 Japan
    • 5.6.4.3 India
    • 5.6.4.4 South Korea
    • 5.6.4.5 Southeast Asia
    • 5.6.4.6 Rest of Asia-Pacific
  • 5.6.5 Middle East and Africa
    • 5.6.5.1 Middle East
      • 5.6.5.1.1 Saudi Arabia
      • 5.6.5.1.2 United Arab Emirates
      • 5.6.5.1.3 Rest of Middle East
    • 5.6.5.2 Africa
      • 5.6.5.2.1 South Africa
      • 5.6.5.2.2 Nigeria
      • 5.6.5.2.3 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Braze, Inc.
  • 6.4.2 Intercom, Inc.
  • 6.4.3 OneSignal, Inc.
  • 6.4.4 Airship Group, Inc.
  • 6.4.5 MoEngage, Inc.
  • 6.4.6 CleverTap Private Limited
  • 6.4.7 Sendbird, Inc.
  • 6.4.8 Peaberry Software, Inc.
  • 6.4.9 Iterable, Inc.
  • 6.4.10 Swrve, Inc.
  • 6.4.11 Pushwoosh, Inc.
  • 6.4.12 WebEngage Inc.
  • 6.4.13 Xtremepush Limited
  • 6.4.14 MessageGears, Inc.
  • 6.4.15 Optimove, Inc.
  • 6.4.16 Cordial Experience, Inc.
  • 6.4.17 Pendo.io, Inc.
  • 6.4.18 Appcues, Inc.
  • 6.4.19 Userpilot, Inc.
  • 6.4.20 Chameleon Technologies, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment