Jazz has announced a partnership with easypaisa to integrate its proprietary AdTech platform, CallPerks, into easypaisa’s digital banking ecosystem. This collaboration aims to redefine how brands connect with customers by using technology to create more personalized and meaningful engagement opportunities. The initiative reflects Jazz’s broader strategy to enhance digital interactions while empowering brands with data-driven communication tools that increase relevance and impact.
CallPerks, developed by Jazz, transforms routine phone calls into dynamic engagement opportunities. Instead of hearing standard ring-back tones, users experience short, personalized audio messages from brands in real time. This innovative approach allows advertisers to connect with audiences during everyday interactions, creating memorable touchpoints that enhance brand recall. Through this partnership, easypaisa’s digital platform and its partner brands will now have access to CallPerks’ audience engagement features, enabling them to deliver tailored content directly to users through a simple and non-intrusive format.
Speaking about the collaboration, Ali Fahd, Head of Jazz Lifestyle Ventures, said that Jazz, being the market leader, holds a unique position to engage customers through its CallPerks platform. He added that this partnership allows easypaisa to leverage Jazz’s AdTech capabilities to reach its target audience more effectively. By offering real-time, personalized audio content, CallPerks helps brands strengthen their presence and deliver more engaging communication that resonates with users. This approach not only diversifies how businesses reach consumers but also enhances customer experience through contextual, value-driven messaging.
Khurram Warraich, Chief Digital Lending Officer at easypaisa, emphasized that the partnership aligns with easypaisa’s mission to create digital-first customer experiences. He noted that integrating CallPerks into the easypaisa ecosystem would allow the company to offer customers and partner brands more relevant and meaningful engagement opportunities. This collaboration enhances how easypaisa’s users interact with the platform, providing a blend of technology, marketing, and personalization that goes beyond conventional financial services.
The partnership signifies an important intersection between AdTech and fintech, showing how technology can elevate everyday customer engagement. Jazz’s leadership in telecommunications technology combined with easypaisa’s widespread presence in Pakistan’s digital banking landscape establishes a strong foundation for innovation in personalized marketing. By enabling voice as a medium for brand communication, both companies are promoting a more interactive and connected experience for millions of users. The collaboration underscores how digital transformation continues to shape customer engagement in Pakistan, driving the evolution of marketing and financial technology into more integrated, user-focused ecosystems.
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