WhatsApp is adopting one of the most effective tactics for driving consumers to a service, “cash back”. According to an official corporate support page, the Meta-owned instant messaging platform is running a campaign in which users can get “Rs. 11” rupees, up to three times if they send money to three different users on the app.
The latest development comes just days after WhatsApp received regulatory approval to more than expand its payments service to 100 million users in India. Regulatory opposition has hindered WhatsApp from aggressively expanding its payments service in India, despite the fact that the popular app began probing mobile payments in India as early as 2017.
WhatsApp is extending the benefit to users who have been using the service for at least 30 days and have registered for payments on WhatsApp by registering their bank account data. The cash-back rewards were first tested in India in November last year.
The cashback could aid WhatsApp’s efforts to get into India’s mobile payment sector, which is presently driven by Google as well as Walmart-backed PhonePe.
Cashback is not available on the following transactions:
- Payments are sent when you no longer see the promotion banner or gift icon in the app.
- Payments via QR code
- Payments made in response to collection requests
- Payments are made by entering the UPI ID of the recipient.
- Payments on third-party online apps using WhatsApp
-
WhatsApp Business users are not eligible.
According to WhatsApp support page,
We’re introducing a cashback promotion for selected WhatsApp users. If you become eligible for the promotion, you might see a banner within the app, or a gift icon when you’re sending money to an eligible receiver.
WhatsApp’s spokesperson mentioned in a statement;
We are running a campaign offering cashback incentives in a phased manner to our users as a way to unlock the potential of payments on WhatsApp. Offering safe, secure and easy-to-use digital payments is an important part of scaling India’s digital economy, and we’ll continue to drive awareness of payments on WhatsApp as part of our broader efforts to bring the next 500 million Indians onto the digital payments ecosystem.