Case Study: TextNow achieves faster onboarding and a 5% lift in user retention with Leanplum

How TextNow Uses Leanplum to Onboard New Users

TextNow, a messaging and calling app that gives users a dedicated phone number and free unlimited texting and calling, faced a classic onboarding challenge: get new users to experience core features quickly so they stick. The company defined successful onboarding as getting users to send their first message or make their first call within 12 hours of registration to improve long-term retention.

Using Leanplum’s Lifecycle Engine, TextNow deployed three automated campaigns — prompts to make a first call, send a first message, and re-engage dormant users — delivered via push and in-app messaging. The results were strong: 25% converted on the first-call campaign (a 3.7% lift), 44% on the first-message campaign (a 1.2% lift), and 79% on the re-engagement campaign (a 3% lift in day‑7 retention), plus a day‑15 retention lift of 5% on Android and 4% on iOS, helping drive more users toward paid conversion.

TextNow

Mark Braatz

GM & VP of Growth