Case Study: Praja boosts hyperlocal engagement and reactivation with Wati

Praja drives 20% of DAU through WhatsApp with WATI

Praja, a hyperlocal social network and news platform in India, faced significant challenges engaging its user base in Tier 2 and Tier 3 cities. Their traditional methods, including ignored SMS and unused email, were ineffective. A major bottleneck was their reliance on manual mobile dialing for sales and support, which offered no oversight, data recording, or scalability. To address this, they turned to the vendor Wati for a solution using WhatsApp.

Wati implemented a WhatsApp-first strategy for Praja, professionalizing their communication with structured WhatsApp Calling and targeted broadcasts. This solution provided centralized insights and automated reactivation campaigns. The results were substantial: WhatsApp broadcasts now drive up to 20% of daily traffic, reactivation campaigns achieved a 2-3% return rate, and the platform successfully managed 900,000 messages in a single quarter.

Praja