Telco Loyalty Program Blueprint: Reduce Churn in the App

Movistar ESP offers a loyalty program exclusively through its app. All addons, plan discounts, thirdparty programs, entertainment, and technology benefits (e.g., extra data, Disney+ activation, vouchers) are accessible only via the app.

EE GBR rewards customers with free boosts, discounts, or extra value when they pay and manage plans in the app. The wow factor is that routine bill payment becomes a loyalty engine with visible progress and app-only perks. This improves on-time payment and creates more cross-sell moments.

Zoohit CZE launches a loyalty program called zooBody Points that rewards customers for purchases and referrals, with double points incentivizing app-based orders. Points are redeemable for a range of rewards and expire at year-end, creating urgency that drives engagement before expiry. A detailed transaction history and dedicated rewards overview give users full transparency over how points are earned, spent, or lost.

Octopus Energy GBR launches Octoplus, a free opt-in rewards programme that grants users 500 Octopoints on sign-up and awards additional points for shifting energy consumption during Saving Sessions. Points convert directly into account credit at a rate of 8 points per penny, creating a tangible financial incentive for flexible, greener energy behaviour. The main differentiator is the seamless loop between demand-response participation and instant bill reduction, requiring no third-party loyalty platform.

Singtel SGP launches a tiered rewards programme that opens select F&B deals and experience discounts to non-customers via the My Singtel app. The approach repurposes existing loyalty content as an acquisition funnel, letting prospects sample benefits before committing to a subscription. Full subscribers unlock deeper perks including 1-for-1 dining, monthly treats, and higher attraction discounts.

Verizon USA rewards customers monthly with 1–3 VeriCoins based on how many services they hold. Coins unlock partner discount vouchers and Device Dollars, a wow factor that turns loyalty into flexible value and makes every relationship feel more rewarding.

Telstra AUS launches an in-app loyalty programme that awards points for every bill payment, with tiered status levels such as Gold unlocked by annual spend thresholds. Users can track their points balance, review per-transaction earn history, and redeem rewards directly within the app. The key differentiator is transforming routine billing interactions into an ongoing engagement loop that incentivises customers to remain active app users.

GOMO SGP rewards long-term customers with increasing data bonuses, offering surprise rewards over time and granting an extra 5GB of free data each month after two years of loyalty.

Moneta CZE integrated a merchant funded cashback program into its banking app, promoted directly from the home screen. Users opted in, browsed partner offers from brands like Albert, Dr.Max, Adidas, and Shell, activated individual deals, and earned rewards automatically on card payments, with a reward history showing each purchase amount and cashback earned across retailers like Kaufland, McDonald's, and Alza.cz.

Telstra AUS launches a loyalty rewards feature within its Telstra Plus program that lets customers earn points when shopping online at partnered retailers. The program bridges telecom loyalty with e-commerce behavior, rewarding customers beyond traditional telco interactions. This positions Telstra as a lifestyle ecosystem rather than a pure connectivity provider.

Umniah JOR launches a tiered task-based loyalty points system that rewards customers with varying point amounts depending on which specific actions or tasks they complete. The program incentivizes engagement by differentiating reward values across different customer activities. This variable-reward mechanic encourages broader participation and drives targeted customer behaviors within the app.

TextNow USA launches a gamified Earn tab featuring Quests that reward users for usage streaks of 3, 7, 21, and 30 days, as well as activity-based tasks like making calls and watching ads. Progress bars keep engagement goals visible, while earned points can be redeemed for in-app upgrades such as ad removal. The key differentiator is the integration of partner Perks deals alongside native rewards, creating a loyalty loop that monetizes engagement without requiring a paid subscription.

Yoodo MYS launches a referral program that rewards both the referrer and the newly invited friend with 7GB of free data upon SIM activation. The dual-sided incentive immediately upgrades both parties' existing plans, removing the typical asymmetry where only one side benefits. This equal reward structure is designed to drive organic subscriber growth through stronger peer-to-peer motivation.

Setel MYS launches a Family Wallet feature allowing Mesra Rewards members to share their wallet or linked cards with up to five family members under individually set monthly spending limits. The wallet owner earns Mesra points on every family member transaction, with Hero tier members unlocking 3x point multipliers. The feature combines household spending control with a unified rewards strategy, positioning Setel as a loyalty-first fuel and payments platform.

EE GBR launches a loyalty rewards programme that grants customers points for their purchases, redeemable directly for mobile data boosts. The scheme creates a closed-loop incentive system tying spending behaviour to network benefit rewards. This differentiates EE by embedding data as a loyalty currency rather than traditional cash-back or voucher mechanics.

EE GBR launches a loyalty rewards programme in partnership with Airtime Rewards, allowing customers to earn points when shopping at partnered retailers. Accumulated points can be redeemed directly against monthly phone bills, reducing the amount customers pay. The key differentiator is the seamless link between everyday retail spending and telco bill savings, creating cross-industry loyalty value.

Airtel IND launches a one-tap in-app rewards system offering users free data bundles and transaction discounts directly within its mobile app. Each reward displays its earn date, validity period, and remaining uses, giving customers full transparency over their benefits. App-exclusive perks such as 1 GB data bonuses incentivize regular app engagement and reinforce loyalty by rewarding users simply for staying on the network.

Telstra AUS launches a four-tier loyalty program that rewards customers with 10 to 25 Telstra Plus points per dollar spent, redeemable for phones, headphones, electronics, pre-paid cards, and discounted movie tickets. Higher-spending users unlock stronger earning rates across Member, Silver, Gold, and Business tiers, incentivising long-term engagement. The program is prominently featured on the app home screen to maintain visibility and drive ongoing participation, with points valid for three years.

Orange Slovensko SVK launches Love Benefits, a loyalty programme for converged households that unlocks reward tiers based on four monthly spend levels. Each tier gives users a choice between shared group data, HBO Max, TV content packs, or ESET security — selectable and swappable every month via the Môj Orange app. The key differentiator is full monthly flexibility, letting customers actively manage their bundle rather than being locked into a fixed perk.

T-Mobile USA launches a My Stuff feature within its save rewards program, allowing customers to bookmark and organize their favorite rewards for quick retrieval. The feature also surfaces expired rewards directly in the saved view, creating a sense of urgency that nudges customers to redeem offers before they lapse. This lightweight personalization layer aims to drive higher reward engagement and reduce offer fatigue.

Talabat ARE launches a points expiry notification embedded directly on the rewards home screen, displaying the exact number of expiring points and their expiry date above curated partner rewards such as Spotify Premium. The placement creates an immediate redemption trigger by linking urgency to desirable perks. This contextual nudge drives repeat orders and increases loyalty programme engagement by converting passive point balances into active redemptions.

Chopt USA launches a charity redemption option within its loyalty rewards app, allowing members to convert points directly into donations to partner nonprofits — for example, 750 points equals a $5 donation. The feature sits alongside standard rewards like free menu items and discounts, making charitable giving a first-class redemption choice. The key differentiator is seamless integration of community impact into everyday dining loyalty, turning routine salad purchases into a visible social contribution.

Orange POL increases weekly app usage by providing weekly rewards to customers where they can get various discounts and perks from both Orange and third parties, incl. discount on next invoice.

TMobile CZE announced that 2.5 million vouchers from 250 partners have been used during the first year of Magenta Moments. TMobile also offers contests during various events, and customers can purchase branded goods, such as a Magenta pan or Magenta lemonade.

Slovak Telekom SVK launches Magenta Moments, a gamified in-app loyalty program integrated into the Môj Telekom app where users collect hearts and redeem them for 400+ offers from 300 partners including Cinemax, Wolt, and Slovnaft. The program reached 500,000 users within its first year, making it one of the fastest-scaling telco loyalty initiatives in the region. Its key differentiator is the seamless blend of third-party partner rewards with Telekom's own unlimited data packs as the top-redeemed benefit.

Orange SVK engaged users with the Darchecker game, allowing them to track gifts in a fun and interactive way. Along the journey, they could unlock cinema tickets, enjoy free TV with HBO/MAX, and find mobiles for €1.

Lidl CZE users can spin the wheel in their app after shopping to win discount coupons. The feature adapts to campaigns, like the Pilos promo, and complements existing scratch card rewards.

T-mobile CZE engages users through an Easterthemed game in the Magenta Moments app—users collect eggs to earn puzzle pieces and win rewards, boosting app interaction and seasonal fun.

Vodafone CZE launched Happy program, a gamified loyalty program letting users spin for weekly prizes, earn personalized discounts, and choose interests for tailored reward experiences.

Globus CZE launches an app-exclusive tiered loyalty program with Bronze, Silver, and higher spending tiers that unlock personalized coupons and gifts such as free bakery packs tied to individual purchase history. Expiration countdowns on offers create urgency while a visual progress bar gamifies the path to the next reward tier. The combination of hyper-personalization and gamified progression differentiates it from standard flat discount schemes.

T-Mobile USA launches streak-based conditioned rewards within its T-Life app, requiring customers to log in for four consecutive weeks to unlock selected rewards. The mechanic gamifies loyalty engagement by adding a progress-tracking feature that keeps users motivated and returning to the app regularly. This approach deepens habitual app usage while differentiating T-Mobile's loyalty program through behavioral conditioning rather than simple point accumulation.

Starbucks USA launches a tiered Green/Gold loyalty status system in its rewards app, featuring a visual progress ring that shows annual Stars earned and the number still needed to reach Gold (500 Stars) before a set deadline. The clear visual countdown and time-bound goal drive repeat purchase behaviour through progress psychology. Gold status unlocks an elevated earn rate of 1.2 Stars per dollar and permanently non-expiring Stars, strengthening long-term retention.

TMobile CZE announced that 2.5 million vouchers from 250 partners have been used during the first year of Magenta Moments. TMobile also offers contests during various events, and customers can purchase branded goods, such as a Magenta pan or Magenta lemonade.

Movistar ESP offers a loyalty program exclusively through its app. All addons, plan discounts, thirdparty programs, entertainment, and technology benefits (e.g., extra data, Disney+ activation, vouchers) are accessible only via the app.

Verizon USA rewards customers monthly with 1–3 VeriCoins based on how many services they hold. Coins unlock partner discount vouchers and Device Dollars, a wow factor that turns loyalty into flexible value and makes every relationship feel more rewarding.

EE GBR rewards customers with free boosts, discounts, or extra value when they pay and manage plans in the app. The wow factor is that routine bill payment becomes a loyalty engine with visible progress and app-only perks. This improves on-time payment and creates more cross-sell moments.

EE GBR launches a loyalty rewards programme that grants customers points for their purchases, redeemable directly for mobile data boosts. The scheme creates a closed-loop incentive system tying spending behaviour to network benefit rewards. This differentiates EE by embedding data as a loyalty currency rather than traditional cash-back or voucher mechanics.