Before CleverTap, customization was limited with our previous system. Every notification went to every customer regardless of relevance. Now, with CleverTap powering engagement across MyBL, RYZE, and BL Power, we identify users based on their behavior, cluster them by in-app actions, and push hyper-personalized notifications across multiple channels. CleverTap has been central to transforming the way we engage with millions of subscribers and continues to power that evolution.”
Banglalink Digital Communications Ltd. is one of Bangladesh’s leading telecommunications providers and the country’s third-largest mobile network operator. A fully owned subsidiary of VEON Ltd., Banglalink has been a transformative force in Bangladesh’s telecommunications landscape for over two decades. In 2024, the company became the first operator in Bangladesh to completely phase out 3G services, doubling network capacity and earning the Ookla Speedtest Award for fastest 4G service for four consecutive years.
As Bangladesh’s digital landscape evolves, Banglalink has built a comprehensive app ecosystem comprising three platforms powered by CleverTap: MyBL, the flagship super app; RYZE, an AI-powered lifestyle app for youth; and BL Power, a recharge companion app. With a growing user base across these platforms, Banglalink sought an intelligent engagement platform to deliver personalized communication at scale.
Banglalink was experiencing increasing drop-offs across its app ecosystem as the company scaled its digital platforms. The existing Firebase-based notification system offered limited flexibility for customer communication, with every notification reaching every customer uniformly regardless of preferences, purchase history, or likelihood to engage.
Without the ability to segment users by behavior or trigger messages based on real-time events, Banglalink’s marketing teams could not personalize communication at scale. High-value offers were reaching low-propensity customers, while relevant promotions missed their ideal audience entirely, leading to wasted outreach and customer fatigue.
Banglalink leverages CleverTap’s real-time segmentation capabilities to create precise user clusters based on past behavior, app usage patterns, and live events across MyBL, RYZE, and BL Power. The team tracks in-app activities including screen views, content interactions, pack purchases, card clicks, and coin wins to build dynamic segments. This segmentation ensures campaigns reach users most likely to respond, improving efficiency while delivering relevant outreach. For instance, when promoting premium bundles, Banglalink targets customers whose spending patterns indicate higher propensity, improving response rates while ensuring relevance for each subscriber.
CleverTap’s event-based campaign capabilities enable instant, contextual communication triggered by specific in-app actions across Banglalink’s digital ecosystem. When a user earns coins through gamified experiences, they immediately receive a congratulatory App Inbox message reinforcing engagement. Beyond real-time triggers, CleverTap enables Banglalink to build comprehensive profiles enriched by every interaction. These profiles power hyper-personalized notifications using CleverTap’s multiple personalization mechanisms to dynamically insert user names and relevant details based on individual activities, transforming standard telco communication into individualized conversations.
Banglalink uses CleverTap’s omnichannel capabilities across Push Notifications, App Inbox, and In-App Messages, each optimized for specific use cases. Push Notifications act as the primary channel for driving immediate action on offers, delivering time-sensitive updates that prompt users to engage with MyBL, RYZE, or BL Power. App Inbox is used for in-the-app recognitions such as congratulating users on achievements like winning coins, creating a revisit-able record of positive interactions. In-App Messages are triggered for major campaigns and promotional content, appearing when users are already engaged within the app. This channel-specific strategy ensures messages reach users in the right context, maximizing engagement without overwhelming them.
Banglalink runs A/B tests through CleverTap to identify which campaign variations drive the strongest performance. Before launching campaigns, the team creates variants within CleverTap, tests them on small cohorts, and evaluates conversion rates to identify the winning approach. These insights inform Banglalink’s broader engagement strategy, helping the team understand which messaging styles, creative approaches, and timing windows resonate with different customer segments. This methodology ensures data-backed decision-making while enabling continuous refinement across MyBL, RYZE, and BL Power.
CleverTap helps us reach users more effectively by ensuring the right message gets to the right customer. We have seen a clear uplift in campaign conversions since we started using behavior-based segmentation. The ability to target users based on their actual spending patterns and app activity has made our promotional campaigns far more efficient, and our customers respond better because the offers are relevant to them.”
With CleverTap, we now have real visibility into how users move through our app. For RYZE, this helped us simplify the purchase journey from seven steps to one, which had an immediate impact on conversions. The platform gives us the confidence to make quick, data-backed decisions that directly improve user experience and business outcomes.”
Over the past two years, Banglalink has leveraged CleverTap to evolve from broadcast communication to precision engagement across its digital ecosystem. Looking ahead, Banglalink is excited about CleverAI’s autonomous intelligent agents, which will enable true 1:1 personalization by matching the right content, timing, channel, and experience to each individual user. The company also plans to explore WhatsApp as an additional engagement channel and deepen cross-platform orchestration to further enhance customer experience across MyBL, RYZE, and BL Power.
