Infobip, the global cloud communications platform, has partnered with NEXT plc, the UK-based clothing brand, to enhance customer security and deliver richer, more personalized messaging experiences.

With fraud costing the UK economy more than £219 billion annually, consumer brands are under pressure to deploy advanced security measures. By leveraging Infobip Signals, an AI and machine-learning powered solution designed to combat artificially inflated traffic, NEXT is strengthening customer protection while maintaining high-quality communications.

Currently, NEXT blocks approximately 175,000 fraudulent or artificial messages each month using Infobip’s technology. This proactive strategy safeguards the reliability and integrity of SMS messaging, reducing exposure to fraudulent activity and ensuring a secure customer experience.

Enhancing Customer Engagement with RCS

In addition to fraud prevention, NEXT has implemented Rich Communication Services (RCS) for Business, powered by Infobip. Through multimedia features and verified sender profiles, RCS helps NEXT reinforce its brand identity and build greater trust among its customers. The platform offers interactive and secure communication, elevating the overall customer journey.

Raz Razaq, Head of Customer Contact Experience Technology at NEXT, commented: “We are committed to protecting our customers from fraud while continuing to provide the rich and reliable communication they expect. Partnering with Infobip allows us to stay ahead of emerging threats while creating secure, engaging conversational experiences.”

James Stokes, Head of Enterprise for UK and Nordics at Infobip, added: “We’re proud to support one of the UK’s most recognized retailers in ensuring customer safety and experience. Our AI-enabled solutions provide strong fraud protection, while RCS enriches communication with interactive, personalized interactions. With a 500% increase in RCS adoption over the past year, it’s clear that brands like NEXT are leading the way in delivering elevated messaging experiences.”

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