Cashback drives an increase in WhatsApp Pay transactions via UPI

After a sluggish start, Meta-owned WhatsApp Pay's decision to kick-start its cashback campaign appears to be boosting its digital payments ambitions on the Unified Payments Interface (UPI) network.

Since it began actively giving cashbacks to users in the last few weeks, the service has resulted in a significant increase in daily transaction numbers – to 2-3 million payments per day, up from a few hundred thousand until recently, according to people briefed on the matter. While WhatsApp Pay has been active on UPI for some time, they claim that it only recently began aggressively giving cashbacks after being granted permission to scale the service to 100 million users.

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