A LinkedIn post from PayU highlights the company’s view that traditional app-based customer acquisition funnels may be losing effectiveness as user behavior shifts. The post cites figures suggesting that a majority of users resist downloading apps and that a significant share drop off before entering conventional conversion flows.
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According to the post, PayU is focusing on WhatsApp, pointing to an addressable base of more than 650 million active users who may be more willing to engage, explore, and transact within messaging environments. The company’s PayU NXT content series is presented as examining how “conversational commerce” and chat-based checkouts could become a more important locus for digital payments.
For investors, the post suggests PayU is positioning its product roadmap and go-to-market strategy around messaging-centric commerce, which may align with broader trends in emerging markets where WhatsApp usage is pervasive. If successful, such a shift could deepen merchant integration, increase transaction volumes, and potentially enhance monetization through higher conversion rates relative to app-first approaches.
The emphasis on behavior change rather than a simple channel change may indicate that PayU is preparing to allocate more resources to conversational interfaces, automation, and integrations with social and messaging platforms. This strategic direction could strengthen its competitive stance against other fintech and payment providers that remain heavily app- or web-first, especially in regions where mobile messaging dominates digital engagement.