The End of Fragmented Conversations: Infobip’s AgentOS and the Orchestrated Journey
I have not followed Infobip closely in the past, though my colleagues at Info-Tech Research Group certainly have. However, their announcement on February 26, 2026, caught my ear because it represents a major pivot for a company that built its reputation on the global "plumbing" of the internet.
Infobip started in Croatia twenty years ago and grew by mastering the delivery of billions of messages across SMS, WhatsApp, and voice. But their strategy is moving away from just being a conduit. They are now trying to own the "brain" that decides what those messages should say.
The Announcement: AgentOS
Infobip has announced AgentOS, a fully managed solution to orchestrate autonomous AI journeys. While announced today, it will be available to customers starting April 1. It acts as a management layer that handles the "intelligence" of the conversation across every channel a business operates.
What makes this launch notable from a technical standpoint is the integration of the Model Context Protocol (MCP). This allows agents built on AgentOS to securely "read" and interact with different data sources—like your CRM or inventory system—without needing to manually rewire every individual connection. It treats data as a shared foundation rather than a series of isolated silos.
AgentOS is an open ecosystem. Organizations can plug in agents created on OpenAI, Anthropic, or internal models, using Infobip as the orchestrator.
By using the Model Context Protocol, agents gain instant awareness of customer history across disparate systems, solving the "data fragmentation" problem.
The system routes simple tasks to smaller, cheaper models and reserves expensive reasoning models for complex problems to keep costs predictable.
As businesses move from "users" to "designers" of behavior, AgentOS provides the security boundaries needed to keep agents compliant.
Vertical Momentum: Where the Revenue is Moving
Infobip’s shift to an orchestration platform is backed by significant volume in specific industry verticals. The company reported handling over 73 billion interactions for platform businesses in 2024 alone, with a reported total revenue exceeding €1.73 billion.
This remains the primary driver of conversational commerce. Retailers are seeing exponential growth in RCS (Rich Communication Services) volumes—up to 161% during peak shopping seasons.
Finance has seen a 70% increase in messaging interactions. Banks are increasingly moving from routine inquiry bots to sophisticated AI agents for loan pre-qualification and secure authentication.
Telcos have leveraged Infobip to achieve massive scale, with some regions seeing 12x growth in RCS adoption as carriers transition away from legacy SMS for brand interactions.
In emerging markets like Thailand and Taiwan, this vertical has grown by over 77%, driven by the need for real-time autonomous delivery tracking and rescheduling.
Publicly listed customers and major brands using Infobip for these journeys include global leaders like Uber, PwC, T-Mobile, Verizon, and Cebu Pacific. These organizations aren't just sending messages; they are using Infobip to automate complex sales funnels and support workflows, with some reporting that up to 60% of leads now progress without human intervention.
How This Benefits the Customer
For the person on the other end of the phone or chat, this means the end of repeating yourself. Because the OS maintains context, a conversation can move from WhatsApp to email without a "reboot" in the customer's mind. For the business, it removes the "middleware mess" that usually slows down AI projects. It allows lean teams to deploy automation that feels natively connected to the rest of the company.
What Does This Mean for the Next Five Years?
The era of buying simple communication "plumbing" is over. In five years, we won't judge platforms by how many messages they can deliver, but by how well they orchestrate behavior. As companies take on the operational risk of running their own AI agents, they need a foundation that manages that risk for them. Platforms like AgentOS are the first step toward a world where the customer journey isn't a series of clicks, but a single, continuous, and autonomous conversation.
Infobip. "Infobip is Set to Launch AgentOS to Orchestrate Autonomous AI-Driven Customer Journeys at Scale." Business Wire, 26 Feb. 2026. businesswire.com
"Infobip Reports Record Black Friday Interactions." Business Wire, 3 Dec. 2025. businesswire.com
"Messaging Trends 2025 - Regional Snapshot." Infobip, 2025. infobip.com
Disclaimer: This blog reflects my personal views only. This content does not represent the views of my employer, Info-Tech Research Group.
