In an important strategic partnership, Jazz has teamed up with easypaisa to introduce CallPerks—Jazz’s proprietary AdTech solution—into easypaisa’s digital banking ecosystem. The collaboration highlights Jazz’s commitment to enabling brands with forward‑thinking, data‑driven communication tools that reshape how consumers engage with brand messaging.
CallPerks transforms typical outgoing call wait times into engagement opportunities by replacing conventional ring‑back tones with real‑time, tailored audio messages. Through this integration, easypaisa and its brand‑partners will be able to tap into voice‑based channels to deliver targeted, high‑impact brand communications. Positioned within a digital‑finance context, this offering enables brands to reach customers directly at the moment they answer the phone, strengthening recall and driving measurable engagement.
Ali Fahd, Head of Jazz Lifestyle Ventures, noted that as a market leader, Jazz holds a unique position to activate CallPerks at scale: “This partnership enables easypaisa to leverage CallPerks’ innovative AdTech capabilities to effectively reach its target audience with personalized, high‑impact communication.” On the easypaisa side, Khurram Warraich, Chief Digital Lending Officer at easypaisa, commented: “We are delighted to partner with Jazz on this innovative initiative. CallPerks aligns perfectly with easypaisa’s mission to enhance customer engagement through digital‑first experiences. By integrating this platform into our ecosystem, we can provide our customers and brand partners with more relevant, personalized interactions that add value beyond traditional financial services.”
The alliance bridges two significant sectors—AdTech and fintech—setting new standards for how organisations can leverage voice as a channel for real‑time customer engagement. For easypaisa, already a dominant force in Pakistan’s mobile‑wallet and branchless‑banking space, the addition of CallPerks creates a differentiated communication layer that complements its expanding digital banking offering. Meanwhile, for Jazz this extends its telco‑led innovation into the realm of branded engagement beyond standard telecom services.
In practical terms, the integration means that when an easypaisa user receives an outgoing voice call (for example from a brand partner or internal service line), instead of a standard ring‑back tone they may hear a short, contextually‑relevant message customised for them or the brand partner. This real‑time voice‑touch offers an alternative to SMS or app notifications and opens up a new surface for brands to build recall and loyalty.
Beyond mere novelty, the move reflects broader trends in Pakistan’s digital ecosystem—where telcos, fintech platforms and marketers are increasingly converging to deliver seamless, personalised experiences. With both Jazz and easypaisa already enjoying substantial reach across millions of users, the scale potential is significant. The partnership signals that voice‑first interactions are being repurposed for brand‑driven engagement rather than just telecom utilities.
Strategically, the deployment of CallPerks through easypaisa underscores how brands are seeking richer, multi‑modal ways to engage users at the point of attention. Voice‑based messages provide immediacy, relevance and presence in ways that app notifications or SMS often cannot match. For easypaisa’s brand partners, the platform opens a new channel—delivered via Jazz’s infrastructure—that complements existing digital marketing touchpoints.
For consumers, the experience may remain seamless—but the underlying capability allows for more relevant, personalised communications tied to financial‑services contexts, loyalty programmes, merchant offers or customer‑care dialogues. For brands, it offers a more measurable route into the user’s attention span.
Going forward, the success of the partnership will likely hinge on driving strong return on brand‑engagement metrics, while ensuring customer experience remains unobtrusive. Data‑privacy, message relevance and timing will be critical factors. If executed well, the alliance could serve as a blueprint for how telecom enterprises and fintech platforms collaborate to unlock new value layers for marketing and service‑delivery.
In summary, the Jazz‑easypaisa alliance to deploy CallPerks marks a notable evolution in Pakistan’s digital‑finance and marketing ecosystem. By combining Jazz’s telco infrastructure and AdTech capability with easypaisa’s digital‑banking reach, this initiative paves the way for a more connected, data‑driven future where voice becomes a meaningful channel for brand‑customer interaction.
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