Cell C says instant messaging app WhatsApp will be free for its contract and prepaid customers on MegaBonus from 19 October, as part of a limited time promotional drive to attract more subscribers.
In a statement released today, CEO Jose Dos Santos said the operator wants to take advantage of partnerships in its bid to drive down communication costs as well as lead innovation value offerings. "I have said before that we as mobile carriers have to embrace the over the top (OTT) players and partner with them to provide customers with added value.
"WhatsApp is one of the most popular OTT services on our network. We know that our customers are using it extensively to keep up with family and friends, and we could not ignore the opportunity to add value".
The company says instant messaging, social media and VOIP services are "the future of mobile communications and Cell C is committed to finding innovative ways to partner with these service providers to ensure our customers get the best value and an overall great communications experience".
Using WhatsApp will be free to all existing and new contract customers, and will also be free to all prepaid customers on MegaBonus, which already offers customers three times the value of their recharge.
More to come
Brian Acton, co-founder of WhatsApp, welcomed the partnership with a South African operator, adding the instant messaging service remains "focused on helping people communicate and stay connected in a way that has become a part of everyday life".
Dos Santos notes the WhatsApp announcement was "the first step in the game", with the operator having more ventures planned in the social media space. "We are embracing these technologies to enrich our own customers' lives."
He added the more customers that join the network, the longer the promotion will run. "What I can guarantee is that at the very least, Cell C customers on the relevant packages will not pay a cent to use WhatsApp this festive season."
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