Welcome to the first episode of the MEFFYS 2025 Winners Series on Perspectives. In this episode, MEF CEO Dario Betti interviews Infobip, winner of the Content & Advertising category.

Dario speaks with Filip Filković, Telecom Business Director at Infobip, about the current state of the messaging ecosystem, including the challenges of artificial inflation of traffic and the impact of regulatory gaps on SMS fraud.

They explore the growing shift toward OTT channels, the critical need to restore trust in SMS, and the role of anti-fraud solutions in securing the space. The discussion also covers the future of RCS and what mobile network operators must do to adapt and succeed in a rapidly evolving landscape.