On-time payments rose to 92.7% after PT Pegadaian deployed WhatsApp utility messages, and their customers prefer them to SMS.

92.7%

on-time payments

<1%

non-performing loans

90%

read rate

97.4%

of customer preference vs SMS

The Story

A win-win with utility messages

PT Pegadaian provides a quick and secure solution for Indonesian citizens to access financing using collateralized assets. The company also provides Sharia-compliant financing services following Islamic law. Pegadaian needed a reliable way to ensure that customers receive information more successfully compared to SMS, email, or phone calls. Therefore, they collaborated with Qiscus to implement utility messages on WhatsApp to enhance customer experiences. The result was improved customer satisfaction and more on-time payments.

The Goal

Reducing the number of payment delays and updating borrowers

As a collateral-based financial company serving small-scale loans, Pegadaian needed a timely and scalable way to inform customers about due dates and prevent payment delays, notify them about gold price increases, and other time-sensitive information.

“Qiscus played a crucial role in our success, helping us optimize utility message features and ensuring they align with our business goals. Our customers feel greatly assisted by notifications through WhatsApp messages because it helps them avoid being late with payments.”

-PT Pegadaian

The Solution

Utility messages on WhatsApp

Before working with Qiscus to implement utility messages on the WhatsApp Business Platform, Pegadaian used voice calls, SMS texts, and postal mail to send due date reminders manually. With Qiscus and WhatsApp utility messages, they found a better way that provided higher read rates and performance. This became the ideal channel to reach their goals.

With utility messages, Pegadaian not only efficiently addressed non-performing loans and late payments, but also created a new positive experience for customers and generated repeat orders. 

Pegadaian deployed utility messages at key customer touchpoints, including sending payment-due reminders, notifications about increases in gold prices, and information to enhance customer engagement.

For financial services like Pegadaian, WhatsApp utility messages provide a more efficient and effective way to send important information, such as payment reminders and other information relevant to the company's products and services. WhatsApp is the preferred day-to-day communications platform across Indonesia, and it offers high delivery and read rates that can improve engagement and customer response.

Compared to SMS messages and email, WhatsApp utility messages can boost ROI of notifications programs, enhance the customer experience, and drive results across the customer journey as part of a larger business messaging strategy.

Utility messages help financial services companies reduce the number of payment delays and increase topline revenue by improving response rates. They also increase customer satisfaction by creating a simpler payment experience and reducing communication costs.

The Success

Better loan performance

After working with Qiscus to implement utility messages for payment reminders, Pegadaian’s on-time payments rate rose to 92.7%, and 97.4% of their surveyed customers said they prefer WhatsApp alerts and notifications to SMS.