In the Middle East there is a strong mobile-first tendency, especially among Gen Z, who have text-based communications and prefer messaging over calling. Globally 70% of Gen Z and Millennials would rather communicate through digital channels, and in the UAE more than 59% of Gen Z prefer instant messages over phone calls.

WhatsApp, SMS, and email are communication channels commonly used in the Middle East:

Whatsapp is used by 91% of the internet users in KSA and by 80.2% in the UAE, making it the most popular messaging app in both countries. WhatsApp messages have an open rate of around 98%, significantly higher than email which is 20%-22%. For commercial messages, open rates could reach 75%-79% if businesses craft messages that are timely, relevant, and personalized for the platform. For these commercial messages, CTRs can reach up to 15%, especially when messages are well-targeted and provide a clear call to action. 

• Approximately 175 million users message business accounts daily on WhatsApp
• 65% of consumers prefer messaging businesses on Whatsapp over email for product inquiries or other queries
• Globally, 51% of Gen Z users are active on Whatsapp, indicating a strong appeal among younger demographics

SMS remains widely used (especially in government, banking, and retail) and as of 2025, Saudi Arabia boasts approximately 48.1 million mobile connections, equivalent to 140% of the population. SMS messages have a 98% open rate, with 90% read within the first three minutes of delivery and a CTR of 19%.

• Approximately 79% of business in Saudi Arabia incorporate SMS into their marketing strategies
• 58% of consumers in Saudi Arabia have made a purchase after receiving a promotional SMS
• 65% of customers feel more loyal to brands that send them exclusive offers via SMS

Email open rates average between 20% to 22% globally, lower than WhatsApp and SMS. In the Middle East the average email open rates range between 15% to 25%, with CTR between 1.5% to 3% (slightly lower than global averages). Email is less favored among Gen Z for brand communications, with many preferring more immediate and interactive platforms.

Strategy and Recommendations

The use and integration of all channels is important to create a cohesive communication strategy and each channel can be leveraged for specific objectives based on the customer's preferences and behaviour.

Whatsapp is recommended for personalized customer interactions, product launches, exclusive offers, and post-purchase engagement. It's ideal for direct communication as it has high engagement rates, and real-time support tools can be harnessed to answer to Gen Z's preference for immediate interactions and responses.

SMS, on the other hand, is best for time-sensitive alerts and concise, urgent notifications, such as OTPs, delivery updates, limited-time promotions, and appointment reminders. This is an effective channel for notifications that require immediate visibility. 

Finally, due to the lower engagement among Gen Z, email communications can be used to provide detailed information that doesn't require immediate attention. It's important to ensure they are mobile-optimized, personalized, and in Arabic-English bilingual formats.