iMessage

It should be both, well that's what I've made from it.

Though I have a friend and I was setting up his iMessage and it only works if i have his email in my contact books along with the phone number. In the iMessage settings theres a receive as option, for me it just shows my Apple ID (email), no phone number. Not sure if it's meant to.

But I've text people with iPhones, they have replied (without knowing email) and it goes through as an iMessagw
 
If the message is showing with his email received i think you just need to change the caller ID.

Settings > Messages > iMessage > caller ID down the bottom, change that to his mobile if it's on his email then it should send out as his mobile instead.
 
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