WhatsApp, Viber & RCS: Is Your Marketing Stack Keeping Up?

Video highlights & key benefits

Businesses across Western Europe, Latin America, and Eastern Europe are losing customer engagement because their marketing stacks were built for channels customers have already moved away from. Ira Cohen, Chief Corporate Strategy Officer at MMDSmart, is direct on this point: businesses that cannot support WhatsApp, Viber, and RCS natively are forcing customers to communicate on the brand’s terms instead of their own, and in 2026 that is no longer a viable strategy. WhatsApp dominates in Western Europe, Latin America, and the Middle East. Viber leads in Bulgaria, Serbia, Croatia, and across Southeast Asia. RCS is rapidly becoming the new SMS standard in the US, UK, and Germany. The businesses winning customer engagement today are the ones meeting customers on the channels they already use, and MMDSmart gives them the infrastructure to do exactly that.

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How MMDSmart supports your needs

Whether you manage marketing campaigns, customer support, or transactional messaging, MMDSmart gives you the tools to connect with customers on their preferred channel across every market:

WhatsApp Business messaging for high-engagement markets
WhatsApp is the dominant channel in Western Europe, Latin America, and the Middle East. MMDSmart handles approval, setup, and branded profile configuration so businesses can start converting conversations from day one.

Viber messaging for Eastern Europe and Southeast Asia
In markets like Bulgaria, Serbia, Croatia, and across Southeast Asia, Viber is where customers expect to hear from brands. MMDSmart enables rich, two-way Viber messaging that feels native to those markets.

RCS as the next standard for SMS
RCS delivers branded, interactive messaging inside the native SMS experience and is expanding fast across the US, UK, and Germany. MMDSmart helps businesses adopt RCS before it becomes the baseline customer expectation.

Two-way support conversations across modern channels
Customers expect support on the same apps they use daily. MMDSmart enables two-way conversations across WhatsApp, Viber, and RCS so your team resolves issues without asking customers to switch channels.

Omnichannel stack modernisation without full rebuilds
Adding channel support does not require replacing your entire infrastructure. MMDSmart integrates natively with existing stacks, reducing disruption and cutting time to value significantly.

Transcript

Your customers have moved on, but your marketing stack probably hasn’t.

While you’re relying on your old playbook, your customers are having rich conversations on WhatsApp, Viber, and RCS. They expect branded profiles, interactive buttons, and two-way support conversations in their native messaging apps.

If your stack can’t support these channels natively, you’re forcing your customers to communicate on your terms and not on theirs.

They expect branded profiles, interactive buttons, and two-way conversations with customer support.

So which new messaging channels are your customers asking for right now?