Tag: digital payments

Fearing erosion of trust in digital payments, industry bodies urge the Reserve Bank of India to extend the card-on-file tokenization deadline

The Merchant Payments Alliance of India (MPAI) and the Alliance of Digital India Foundation (ADIF) have together voiced their concerns over industry readiness on the recent Reserve Bank of India (RBI) directive on card-on-file tokenization (CoF) and have written to the Central bank requesting an extension of the December 31 deadline for implementation of card data storage norms.

While the RBI’s objective of ensuring security and reducing fraud from the payment ecosystem through this policy change is a step in the right direction, MPAI and ADIF have in their letter highlighted several operational challenges that will hinder the transition to the token-based payments ecosystem.

This policy change affects three major players: banks, intermediary payment systems, and merchants. “Merchants cannot start the testing and certification of their payment processing systems until banks, card networks, and PA/PGs are certified and live with stable APIs for consumer-ready solutions,” the joint letter noted.

The two bodies have sought a phased implementation of the new mandate, a minimum time frame of six months for merchants to comply post readiness of banks, card networks, and payment aggregators/payment gateways, as well as the generation of consumer awareness about the impact of the policy change. They highlight that RBI regulated entities are not prepared, in the absence of a hard mandate to comply.

The RBI had in September 2021 prohibited merchants from storing customer card details on their servers with effect from January 01, 2022, and mandated the adoption of CoF tokenization as an alternative to card storage. MPAI and ADIF believe that if implemented in the present state of readiness, the new RBI mandate could cause major disruptions and loss of revenue, especially for merchants. According to the letter, “Disruptions of this nature erode trust in digital payments and reverses consumer habits back towards cash-based payments.”

MPAI and ADIF are of the view that ‘ecosystem readiness’ is a sequential process of going live with stable API documentation for tokenized transactions. Moreover, in the joint letter, they have highlighted that the digital payments ecosystem is a long way from consumer-ready solutions and that the implementation of tiered timelines for compliance will help minimize disruption to consumer services. Unless regulated entities are compliant, merchants will not be able to successfully process tokenised transactions.

According to Sijo Kuruvilla George, Executive Director, Alliance of Digital India Foundation, “In the scenario that banks are lax on preparedness, the brunt of that will be borne by merchants in the form of loss of revenue – we are looking at revenues losses of anywhere between 20-40% at the minimum should that be the case. It’s also important to note that it’s only after the readiness of bank, card networks and API’s are made available that merchants are even able to take effective measures on their part to comply.”

According to Vishal Mehta, Chair of the Governing Council of the MPAI, “This unpreparedness will impact recent digital payments adopters even deeply. The frequency and intensity of phishing attempts will go as entire card details are to be entered for each transaction, causing a significant increase in irreversible fraudulent transactions.”

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PhonePe hits the 250 million user mark in India

PhonePe, India’s largest digital payments platform, today announced that it has crossed the 250 million registered user milestone. The company reported over 100 million monthly active users (MAU) and 2.3 billion app sessions in October 2020.

PhonePe had a record month in October, processing 925 million transactions, its highest so far, with an Annual TPV Run rate of $277 Billion. PhonePe also processed 835 Million UPI transactions in October, for a market-leading share of over 40%.

Talking about the milestone, Sameer Nigam, CEO and Founder of PhonePe said, ”We are thrilled to have crossed the 250 million user milestone, and are grateful that so many Indians continue to repose their trust in our services. We are on a mission to make digital payments a way of life for every Indian citizen, and our next target is to cross 500 million registered users by Dec 2022. In line with our brand ethos of ”Karte Ja. Badhte Ja”, we continue to launch new & innovative products for every stratum of Indian society, as well as enable digital payment acceptance across every merchant in every village and town in India.’’

Digital payments adoption in India has been booming over the last few years and PhonePe has led this adoption for customers across age groups, urban and rural areas, and income levels. This phenomenal growth is driven by the best-in-class payments success rates, the fastest speed of transactions and an easy-to-use user interface which the PhonePe app offers.

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PhonePe’s “Karte Ja. Badhte Ja.” brand campaign – touching every household this cricket season

PhonePe, India’s leading digital payments platform announced that its new brand campaign aired during the cricket season has created buzz and awareness across the country. The 8- weeks brand campaign that premiered on August 18th reflects the role played by the company in enabling a digital economy by catering to the varied aspirations and needs of its over 230 million users across the country.

Weaved in the form of a storyline, the 6 brand adverts show a sceptical Aamir Khan gradually getting convinced by Alia Bhatt on PhonePe’s ubiquity – trusted by 230 million Indians, availability across 12 million merchant locations, 3 layered security and overall simplicity to become a PhonePe customer.

The campaign is designed to engage with audiences who are currently not using digital payments. The objective is to introduce digital payments, explain the benefits – easy of use, safety and ubiquity. The series of adverts explain the key takeaways through an engaging storytelling format that unfolds over six, 20 sec adverts. While each ad talks about a different reason to try PhonePe, yet the story picks up from where the previous ad ends. This episodic treatment has been chosen to create engagement and to get customers excited and keep them guessing about the next one, while continually reinforcing the key message of using PhonePe for digital payments.

Here are the 6 adverts arranged in their order of appearance:

– Film 1: 20 crore Indians love PhonePe

– Film 2: Pay across 1 crore+ store with PhonePe

– Film 3: Credit card, Debit card, UPI & wallet – multiple options to pay via PhonePe

– Film 4: With a password, UPI pin & fingerprint ID, payments on PhonePe are safe & triple secured

– Film 5: Direct bank to bank transfers in 5 seconds on PhonePe

– Film 6: Your friends & family are on PhonePe. What about you?

PhonePe’s objective behind running this campaign during the cricket season was to reach the massive audience that’s not yet gone digital for payments. The key focus is to remind the audience that PhonePe stands at the vanguard of safe, easy and instant digital payments and financial services for each and every Indian.

The campaign has been well received by all consumer cohorts – current users, category non-users alike, with the adverts garnering over 425 million views on youtube and Facebook. While the campaign is still ongoing, there has already been a significant positive impact on brand recall and business metrics along with positive engagement and organic love being shown by audiences on digital platforms. PhonePe is confident that with the cricketing season kicking off now, it’s only further going to add to the positive momentum.