> In my personal life, email is only for one way transactions. Where some company is sending email to me or spam.

In my experience, email seems common for customer support.

From a personal use standpoint, I’m looking at all of my credit card companies, hotel apps, flight apps etc and they all either have in app messaging or integrate with iMessage.

Now I’m seeing more companies that want to integrate with messaging platforms for customer support - one of my specialties is implementing call centers with Amazon Connect. I’ve never been asked in 5 years to integrate customer support with inbound email.