Applications
CleverTap unveils Signed Call for trusted and contextual customer engagement
Mumbai: CleverTap, the all-in-one engagement platform, has announced the launch of Signed Call, an industry-first, VoIP-enabled, in-app voice capability for trusted and contextual customer engagement. Signed Call equips CleverTap customers with an effective way to engage with end-users, leveraging VoIP-enabled in-app calling for real-time, secure, and contextual customer experiences.
In the current landscape, when a brand attempts to reach its users through voice-calls (via unknown phone numbers), there is a risk of being marked as spam or worse used for scam; potentially lowering the brand’s credibility and hampering the relationship with the end-user. Even in an optimal scenario, where the call is not flagged as spam or scam, the interaction lacks context, resulting in low conversions.
With Signed Call, brands have the ability to personalise the in-app call screen by adding the brand name, logo, as well as providing context for the call. This provides the end-user with the requisite context, enhancing the call pick-up rates. Moreover, brands are not required to disclose end-user PII data (Personally Identifiable Information) to unauthorized individuals or agents while using Signed Call, thus mitigating privacy concerns. This no-code solution also comes with pre-built use cases and call screens for easy implementation.
“Users often choose not to pick up calls if the caller isn’t a known contact. This can lead to dropped calls and missed opportunities for a business. When extrapolated to the scale of a user-base, it can lead to a significant loss in revenue, and erosion of trust. However, with Signed Call, CleverTap customers can offer a personalised and secure experience, maximizing the chances of conversions and ultimately increasing revenue.
Signed Call™ has already seen success with a select group of our customers who were part of the Early Access Program wherein significant improvements were observed in call answer rates and engagement levels”, said CleverTap co-founder and chief product officer Anand Jain.
The introduction of Signed Call is poised to revolutionize how brands connect with users through voice as a channel; especially within the Ride Hailing, BFSI, and food delivery app-categories, as well as in other industries looking to create more personalized customer experiences. It aims to transform customer engagement and elevate trust to a whole new level.
The head of product of a leading job search portal using Signed Call said, “Our customers are recruiting firms who previously would call candidates on their mobiles, with answer rates around 10-15 per cent. Candidates were slow to act as they weren’t sure if the call was actually from the company they applied for. But since integrating Signed Call, answer rates even during periods of low hiring have been at 33 per cent while peak season has seen this figure climb to as high as 52 per cent; 3 to 4 times higher than before.”
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
