Akulaku Success Story

The team of the company reached their goal of growth and success by improving their rate of registrations thanks to the chatbot and WhatsApp Business API.


Higher opt-in rate for WhatsApp


Delivery rate for WhatsApp messages


Read rate for WhatsApp messages
Akulaku Success Story

Company Name: Akulaku
Industry: E-Commerce, Banking & Finance
Function: Notification
Platform: WhatsApp

Akulaku is a multinational E-commerce platform that offers online services such as cardless installment shopping, cash loan, bills payment, mobile & game top ups on installment and travel & leisure packages on installment. The brand is also the largest online financing company in Southeast Asia and the first online mobile installment application with operations in Philippines, Vietnam, Malaysia, and Indonesia.

Account Registration


The Challenge

Boosting the Success Rate of Account Registrations

One of the biggest hindrances was the security issues that made customers reluctant to register via SMS, in addition to the SMS network having a rather unstable service.

Moreover, the growth hacking team at Akulaku has been looking for a solution to boost the success rate of account registration.


The Solution

WhatsApp Business API

Given the great popularity of WhatsApp in Indonesia, the Akulaku platform became a viable option for sending account activation notifications. In this way, they solved the security and connectivity issues.

We worked with them to create a solution based on WhatsApp and WhatsApp Business API integration.

In addition to SMS, the team considers WhatsApp Business API for its:

  • Reliable and instant delivery of one- time password
  • Ability to capture the message status: read vs. unread
  • Strong retention among WhatsApp users
Akulaku’s success story was featured on the Facebook for Business website.

You can read it in full here.


The Results

Growth in Converesations and Registrations

The brand has seen a significant pick-up on new user account registration after the adoption of WhatsApp Business API and is now looking for more use cases to acquire, grow, and retain users via WhatsApp. They have improved the digital assistance to their customers, providing timely messages that enhance their customer service.

WhatsApp and List Messaging


Increase in customer satisfaction scores with WhatsApp


Additional increase in customer satisfaction with list messages



Cost savings using WhatsApp to send OTPs



The Challenge

Creating high-value customer experiences

Akulaku wanted to balance high volumes of customer messages while making each customer feel valued, with a trustworthy system where customer interactions would not be cut off unexpectedly.

Finding a reliable channel for services and communication that also maximized convenience throughout the customer journey was essential to boosting overall customer satisfaction.



The Solution

Adding a reliable channel

In a world increasingly on-the-go, businesses must offer reliable, convenient services that shows they value their customers’ time. As a top financial company and ecommerce platform in Indonesia, Akulaku handles large numbers of message requests every day. Whether customers have questions about virtual credit cards, payment plans, car loans, and bill payments or want to top-up their mobile accounts or favorite games, they expect efficient resolutions.

Akulaku observed premature drops between five and 10 percent of communications from their customers. In its search for a platform to help ensure stability and consistency in handling high volumes of messages, Akulaku looked to WhatsApp, already one of the most popular apps throughout Southeast Asia, especially in Indonesia. Collaborating with automation firm Sanuker and digital assistant builder Stella, Akulaku launched a custom chatbot through WhatsApp Business Platform.


The Results

Growth in Converesations and Satisfaction

Using WhatsApp, Akulaku shares an average of 300,000 messages per month with customers, including one-time password (OTP) messages. Sending OTPs through WhatsApp saved Akulaku 30 percent in costs, compared to packages from SMS providers. Customers also found value in fast, reliable messaging: Satisfaction scores, which lingered around 40 percent for the SMS service, shot up to 90 percent with WhatsApp. Sensing a chance to make the customer experience even more convenient and consistent, Akulaku integrated list messaging into its WhatsApp channel.

With List messages, Akulaku has a streamlined way to present menu options, including its frequently asked questions list, that gives customers faster access to information including popular options like how to apply for credit in minutes. List messages also effectively track customer journeys—whenever an individual customer engages with Akulaku through WhatsApp, the bot will simply pick up the conversation right where it left off, sparing customers from re-explaining their situation to a live customer service representative or sorting through old emails. The time saved translated into even higher customer satisfaction: After adding List messages, Akulaku saw scores among its WhatsApp users rise 16 percent in just one month.

The added efficiency proved crucial during the pandemic: Customers accustomed to using WhatsApp could turn to the chatbot instead of dialing call centers already under pressure. With the ability to create the original menu options using List messages, Akulaku ensured greater clarity and consistency across responses to frequently asked questions. Though WhatsApp is the top-choice channel for many Akulaku customers, Akulaku also relies on WhatsApp as a steady back-up for customers who are still SMS users.

“With WhatsApp Business Platform, we help ensure that every customer has the richest, most efficient experience when addressing their questions. Convenience is baked into each aspect of the process, from the steadiness of the channel to the ways that list messaging resumes any interaction right where it left off. Using WhatsApp has really enhanced our customer engagement.”


Yang Hao

Product Manager, Akulaku

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