Preference Choice Publication

CleverTap acquires in-app comms firm Patch

David Murphy
Vikrant Chowdhary

User engagement and retention firm CleverTap has acquired Patch, whose technology enables businesses to brand and embed communication channels, including in-app voice, chat and push notifications directly into consumer apps. This is achieved with no need to disclose caller and receiver telephone numbers or personal data, ensuring that two-way communication is privacy-compliant.

The company said the acquisition, the first in its eight-year history, is an important signpost as it rapidly expands capabilities and innovation. It noted that currently, all companies that offer apps are forced to use unverified phone numbers to communicate with their customers and update them on urgent information such as delivery status or recent credit card charges. These calls it said, which are delivered outside of the app experience and without the critical context of the transaction as well as recognizable telephone numbers or a familiar Caller-ID, can spark customer anxiety and mistrust. Often dismissed as spam by consumers, they often go unanswered, resulting in a poor experience for the consumer and a loss of revenues for the business that is unable to connect with consumers at the moment they expect, even demand it most.

“For consumers, knowing who is calling and understanding the context from within the app increases trust and drives digital interactions and transactions,” said CleverTap Chief Growth Officer, Vikrant Chowdhary. “As customers are engaging more frequently or deeply, brands and businesses also benefit because they reduce friction and increase the opportunities to generate revenues. The acquisition is strategic and significant because it positions CleverTap as the first and only marketing and retention platform to offer in-app telephony capabilities.”