As ride-sharing apps expand, the cost and complexity of communication becomes harder to ignore.
Every new market adds operational pressure. Every new user adds messaging volume. The systems that once supported growth start to strain.
In this Telerivet article, we look at how leading platforms are adapting by rethinking infrastructure, cutting unnecessary spend, and finding smarter ways to scale:
- How ride-sharing apps are growing sustainably
- The state of ride-sharing apps
- The challenges of internationalization
- How connectivity becomes expensive at scale
- How ride-sharing apps are mitigating rising costs
- Telerivet makes it cheaper to scale
- Telerivet: Messaging when it matters
How ride-sharing apps are growing sustainably
Ride-sharing and hailing apps have seen dramatic growth over the past decade all over the world, but few markets have been as dynamic and competitive as Asia. According to research from the Oliver Wyman Forum:
“Asia already boasts the largest ride-hailing and taxi market, accounting for 60% of the global market and 80% of Asian commuter spending.”
We’ve had first hand experience with the growth and development of this market as Telerivet is used heavily by firms across Asia, particularly South East Asia, providing delivery, ride-hailing, and logistics services.
We’ve watched the large super-app incumbents innovate and expand into new verticals. And we’ve seen the startups try to compete and carve out their own niche.
For years, the growth playbook for ride-sharing apps was simple: enter new markets quickly, absorb early losses, and scale faster than the competition.
But as the industry matures and the cost of expansion rises that model is shifting.
Today’s leading platforms are rethinking how they grow, focusing not just on reach, but on sustainability.
One of the biggest changes is how communication is handled across markets. Instead of relying on a single provider or communication model, many teams are becoming more flexible. They’re choosing their channels strategically, tailoring engagement to fit local infrastructure, user behavior, and cost structures.
What once required heavy engineering support is now often managed through more nimble software platforms that streamline the entire messaging layer.
The result?
Leaner operations, more targeted messaging, and fewer constraints.
By stepping outside of tightly controlled ecosystems, ride-sharing companies are able to negotiate better rates, reduce dependency on a single vendor, and avoid the overhead of duplicating workflows for each region.
In a category where margins are narrow and competition is fierce, even small optimizations can have an outsized impact. The companies that scale sustainably are building systems that let them adapt faster, operate more efficiently, and deliver a better experience across every market they enter.
The state of ride-sharing apps
The ride-sharing industry has evolved from a disruptor into a core part of urban infrastructure. In many cities, the lines between ride-hailing, taxi services, food delivery, and logistics have blurred. What began as a tool to move people now serves a broader role in moving goods and services too.
Nowhere is this transformation more visible than in Southeast Asia.
In the region’s dense cities and mobile-first economies, ride-sharing apps have seen rapid growth, even outpacing traditional transport systems.
These platforms have become household utilities, extending their footprint beyond rides to payments, retail, and local commerce.
Much of this growth has been driven by network effects. The more supply and demand a platform can aggregate, the more efficiently it can operate. Larger networks allow for faster matches, better coverage, and more accurate pricing. They also make it easier to branch into new services or verticals without starting from scratch.
The factors we see driving growth across Asia-Pacific are, of course, not unique to this geography. In raw numbers, North America as a combined region is not far behind APAC.
According to DriveMond's ride sharing industry report, the North American market is around $63b vs APAC's $85b. Europe is in third place with $20b, with other markets following behind, although Africa's is emerging rapidly.
So while more money is flowing in the Asian market and growth appears stronger, much of that growth and revenue is in markets that outside firms are not able to compete in, or is spread across a larger number of players. The revenue per customer in the US, for example, is higher than its Asian counterparts.
This presents different challenges in each market. In the US, driver costs per ride will be higher but other overheads such as connectivity and supporting infrastructure do not need to scale with cost of living. Equally, in South East Asia, the lower revenue per ride may mean driver costs are significantly better value to absorb than investing in future-tech like self-driving.
Ride-sharing is different in each market, and the differences in the markets produce the differences in the ride-sharing.
The growing importance of driver acquisition & retention
A proliferation of firms has created a situation where each service aims to scale to a winner-takes-all position. But scale doesn’t guarantee defensibility.
Drivers often work across multiple platforms, and loyalty on the supply side is limited. For many apps, growth has come down to how well they can coordinate logistics, streamline user flows, and deliver consistent experiences rather than who has the biggest head start.
Engaging drivers in ways that are simple, fast, and informative can make a big difference in driver satisfaction. Many ride-sharing and delivery firms have found that the network of drivers is a major element of competitiveness, and initiatives from driver subsidies to health and well-being campaigns have been used to keep the workforce engaged and onboard.
As the market matures, the winners are likely to be those that treat communication, operations, and infrastructure as strategic levers. Expanding reach is no longer enough on its own. What matters is how effectively platforms can manage that reach across diverse regions, partners, and use cases.
The challenges of internationalization
Expanding into new markets adds layers of operational complexity. Each region brings its own mix of user expectations, service providers, and infrastructure requirements.
What works in one country rarely transfers neatly to another.
Local incumbents often have the advantage. They understand the regulatory landscape, speak the language fluently in every sense, and build systems that feel native to the environment. Competing with them requires more than strong branding or pricing.
The product has to fit the context.
User flows often need to be reworked from the ground up. A sign-up process that feels smooth in one market may cause confusion elsewhere. Even small details like how payment options are presented or when messages are sent can influence how well users engage.
Behind the scenes, core integrations can look completely different. One country might require a new payment partner. Another might need changes to driver onboarding or customer support channels. Each shift adds pressure to teams already managing high complexity.
Communication systems also need attention. Different regions often mean different providers, different delivery rules, and different compliance expectations. Managing that across multiple markets takes time and structure.
Language introduces its own challenges. Translating words is simple. Translating tone, clarity, and intent is not. Poor localization makes a product feel disconnected, even if the functionality is solid.
Growing internationally doesn’t just mean entering more countries. It means rebuilding systems that can perform in entirely new conditions.
How connectivity becomes expensive at scale
As ride-sharing platforms expand, communication costs often scale faster than expected.
Reaching more users, across more markets, using more channels, creates a level of complexity that pushes costs upward in subtle ways.
Different providers charge in different ways.
Some bill by message volume. Others vary pricing by country or delivery method. Over time, these small differences accumulate. What starts as a marginal expense can become a significant line item across regions.
The problem becomes more acute when teams are locked into a closed system. In those setups, switching providers is difficult or impossible. Even if cheaper or more efficient options exist, they’re out of reach. Teams end up paying mid-tier rates while missing out on volume discounts or regional pricing advantages.
At the same time, the need for communication increases.
Better engagement, stronger support, and timely updates all require more messaging. Every improvement adds cost. Without flexibility at the infrastructure level, that cost is difficult to manage.
Scaling communication isn’t just a technical problem. It’s a budgeting challenge. The most effective teams treat connectivity as something to be optimized, not just maintained.
How ride-sharing apps are mitigating rising costs
As communication costs climb, ride-sharing platforms are finding creative ways to stay efficient.
One common approach is switching to more cost-effective messaging providers.
In many cases, local or regional partners offer better rates than global platforms, without compromising on delivery or reliability. For teams with the flexibility to compare options, this can unlock meaningful savings. Many ride-sharing, delivery, and logistics firms embarking on international expansion come to Telerivet to access those local providers and their competitive rates.
There are also cases where teams are deliberately reducing the volume of communication. By refining what gets sent, to whom, and when, they’re able to cut noise while lowering costs. In markets where margins are especially tight, even small reductions in message volume can have a real impact.
But aiming to cut costs by reducing service, undercommunicating with customers, or neglecting your drivers risks a decline in quality. If enshittification creeps in and reduces quality as a result of cost-cutting exercises, market share can be lost and highly competitive geographies can slip away.
Mitigating rising costs comes with trade-offs around quality, service, and user satisfaction. When you have options to reduce cost without sacrificing those factors, then those are the options you should probably consider first.
Underlying all of this is a shift in mindset.
Rather than accepting infrastructure as fixed, more teams are reevaluating the tools and platforms they use. They’re looking for solutions that offer visibility, control, and flexibility. They’re looking for ways to deliver their winning services more efficiently, rather than sacrificing the core product offering to save the margins.
Telerivet makes scaling less expensive
For ride-sharing platforms that want to scale without locking themselves into inflexible systems, Telerivet offers a more adaptable way forward.
By supporting connectivity across multiple providers and regions, Telerivet gives teams the ability to control spend at a more granular level.
This approach, known as connectivity completeness, makes it possible to select the right provider for each market. Instead of relying on a single vendor for all communication, teams can route messages based on price, performance, or compliance requirements.
This helps reduce unnecessary costs while improving reliability.
Beyond routing, Telerivet includes enterprise features that streamline operations.
Campaign builders allow teams to reuse messaging flows across channels, which reduces the time and effort needed to launch campaigns in new markets.
Volume-based approval workflows give finance and operations teams the visibility they need to monitor spend and stay within budget.
Telerivet also supports full transparency and control when working with platforms like WhatsApp. Teams can manage templates, monitor delivery, and stay compliant with regional regulations. All without being tied to a closed ecosystem.
By giving organizations more control over both infrastructure and execution, Telerivet helps turn communication into a tool for efficiency, not just reach.
Telerivet: Messaging when it matters
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