Businesses adopt hybrid security strategies and trusted design; verified messages record up to 137% ROI and 70% read

Digital trust has become a decisive factor in communication between brands and customers. Data collected by Sinch 'the world reference in conversational communication in the cloud 'Show that brands that have adopted verified messages have reached 70% of reading rate and ROI of over 137%.

With the advancement of deepfakes and voice spoofing, verified senders, branded visuals and frictionless authentication will define digital trust.Unverified or irrelevant content will be filtered before it reaches the user.

Faced with this scenario, companies accelerate the adoption of verified identity, official visual elements and voice biometrics to ensure authenticity.

“It is not enough to be relevant & you need to be reliable. Security and verification will be the new basis of the relationship between consumer and” brand, says Mario Marchetti, Sinch's director general for Latin America.

The trend points to a combination of invisible security and visible signs of authenticity, creating frictionless trust.

Email comes to life with AI

While many experts have predicted its decline, email is far from disappearing & it is evolving. The inbox undergoes a silent transformation, driven by artificial intelligence and a new logic of relevance. Smart inboxes filter out irrelevant content and prioritize verified and contextual messages.The lack of relevance will be clear: if it is not trusted or personalized, it will be invisible.

The channel follows as consumers' preference: 77% choose email to receive promotional messages and 50% use it for order confirmations and updates, according to data from the global survey The State of Customer Communications 2025, conducted by Sinch.

With the advancement of smart inboxes, which prioritize useful content and valuable conversations, massive trigger campaigns tend to lose space for personalized, context-driven communications. Consumer expectation accompanies this move: 42% expects promotions aligned with their preferences and 29% wants brands to use their purchase history to deliver more relevant interactions.

In this new scenario, email is no longer just an informative channel to become a space for continuous dialogue, where digital assistants improve timing, content and personalization - rewarding brands capable of delivering value accurately, not volume.