In an attempt to increase user engagement on Paytm, One97 Communication has partnered with Twitter to integrate highlights on its messaging service Paytm Inbox, which is available on the digital payments app.
Through this partnership, Paytm will integrate Twitter Moments on the messaging service to allow users to access news, astrology and trending tweets.
Siddharth Pandey, vice president of Paytm said, “With this partnership, consumers can check different issues that are trending on Twitter, news, events and more; once they click on a specific element, it takes them to a web view of the link. Going forward, we will integrate various new services through partnerships to achieve new milestones.”
Launched in 2017, Paytm Inbox is an end-to-end encrypted messaging service available on the digital payments platform Paytm. It allows users to connect, share videos and images, live locations, create group chats and sending or requesting payments.
With the launch of the messaging services, Paytm’s investor Alibaba Group was looking to replicate the success of the Tencent-backed group WeChat in China.
During the launch of the services, Paytm Senior vice president Deepak Abbot, said “There is a need for social messaging, commerce and payments seamlessly blending into one another. This will help us drive greater engagement on our platform and build a stronger bond with our customers.”
In 2018, Paytm Inbox integrated additional features to boost users’ engagements through services like — games, news, short videos and live television. For this, Paytm partnered with various content providers to expand the services.
Paytm Inbox claims that the messaging service has been recording a 100% quarter-on-quarter (QoQ) growth in user engagements. In addition, it claims to have over 40 Mn monthly active users, which will also cross the 100 Mn active user mark by the end of this year.
Founded in 2010 by Vijay Shekhar Sharma, Paytm is one of the oldest digital payment platforms in India. Since its launch, the platform has expanded its business to various sectors like gifting portal Paytm Lifafa, ecommerce segment Paytm Mall and game streaming portal Paytm First, among others.
This month Paytm has also partnered with a gaming and entertainment top-up platform Codashop. The duo aims to capture the digital gaming and entertainment market in India. Moreover, the partnership will allow users to make payments on Codashop through Paytm’s payment gateway.