Case Study: Vodafone achieves better digital top-up experience and higher revenue with Vesta

How Vodafone UK's Pay-As-You-Go (PAYG) business enhanced digital customer experience, maximised revenue and eliminated fraud

Vodafone UK, a major mobile operator, wanted to improve its pay-as-you-go (PAYG) top-up experience as part of a digital-first strategy, moving customers from voice-based channels to the My Vodafone app while maximizing approval rates and reducing fraud. To support this, Vodafone worked with Vesta on its top-up payment and fraud prevention services across voice and digital channels.

Vesta enabled Vodafone UK to migrate PAYG top-ups into the My Vodafone app and later into online channels, creating a consistent experience across touchpoints with features like recurring top-ups, international card acceptance, and PayPal support. The results included an 8% revenue uplift in the first 12 months, a 210% increase in app top-ups over 21 months, lower channel costs, higher approval rates, reduced PCI scope, and zero customer friction.

Vodafone

Steve James

Product Owner