True Credit faced three lifecycle challenges that directly impacted growth and portfolio health. A large share of users dropped off mid-loan application, creating avoidable acquisition leakage and lost conversions. Post-disbursal, EMI reminders over traditional channels often didn’t get enough attention, contributing to missed payments and higher default risk, while also increasing operational follow-up effort. Finally, upselling via SMS/email delivered limited engagement, making it difficult to identify and convert high-quality customers for higher limits or new loan products. These gaps highlighted the need for a single, high-reach channel that could drive timely action across acquisition, repayment, and retention.

True Credit partnered with Times Mobile to deploy a WhatsApp Business API (WABA) engagement layer that automated customer communication across the loan lifecycle. For application dropouts, WhatsApp nudges were triggered within minutes of abandonment, using personalised messaging and a single-tap resume link to bring users back and complete the journey. For repayments, True Credit sent proactive EMI reminders a few days before the due date, clearly stating the amount and date, along with a direct payment link to enable instant action. For growth, targeted WhatsApp campaigns were sent to customers with strong repayment behaviour, promoting upsell offers such as higher limits or additional loan products.

With Times Mobile’s WhatsApp Business API solution, True Credit made WhatsApp its primary customer communication channel across India, enabling faster, more reliable engagement across acquisition, repayments, and upsell. The campaigns delivered a 55%–60% open rate, helped drive a marked improvement in loan application completions, and contributed to a tangible reduction in EMI defaulters through timely, actionable reminders. The same high-attention channel also enabled successful, profitable upsell conversions, improving customer lifetime value while reducing dependence on low-impact SMS/email outreach.