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Smartphone penetration is increasing across the globe today as more users realize the benefit of carrying mobile devices that do more than just make phone calls.  In the U.S. mobile market alone, smartphone penetration reached 65.2 percent during Q4, comScor uncovered.

Along with this increase in smartphone owners, comes a bigger market for the plethora of apps and services available via mobile devices. One capability offered on mobile phones that is picking up steam recently - with all the news surrounding WhatsApp’s success - is instant messaging (IM).

Most users are migrating away from traditional services like SMS and opting for IM solutions because they offer an online presence and easier conferencing capabilities – among other benefits.

Aside from offering features like VoIP calling for mobile users, service providers can strengthen their brand by also making it possible for users to IM with contacts.

Mobile VoIP solutions provider REVE Systems heard the call and now also offers an IM module for their iTel Mobile Dialer Express.

Sanjit Chatterjee (News - Alert), the director of Global Marketing at REVE Systems, gave us the inside scoop on this earlier in the year during an exclusive interview, where he also detailed other new announcements for 2014.

The module is available cross-platform, so users can chat with one another regardless of the phone (Nokia, BlackBerry (News - Alert), iPhone, Android) that they are using to communicate.

Additionally, there is no additional cost for the end user because the module makes use of the same data used for emailing and web browsing. It’s also simple to use because it ingrates directly with a user’s phonebook and can recognize contacts already using the same service.

Radcati Group’s latest research says worldwide IM accounts are expected to grow from over 3.4 billion in 2013, to over 4.4 billion by the end of 2017 - representing an average growth rate of about 7 percent. For service providers, this means the need to offer an instant messaging feature is important not just for growth, but also survival.