Idea launches USSD-based platform for digital payments on feature phones

Idea Cellular on Thursday said it has enabled a USSD-based platform for shopkeepers and customers to conduct digital transactions using Idea Money service.

USSD is mobile short code that enables financial and banking transactions even on feature phones.

While smartphone penetration is increasing in the country, there is a vast majority of mobile users who don’t have access to the internet and still operate on feature phones. In this scenario, USSD based transactions become crucial in enabling digital payments.

“The Idea Money USSD Pull feature comes with the new and unique ‘Pull Payments’ ability for merchants allowing them to initiate receipt of payments from customers via their mobile numbers.

Unlike in normal payment transactions that necessitate a customer initiating the entire flow of payment, Pull-based USSD enables a merchant to initiate the transaction flow and the customer only has to provide the OTP to the merchant, thereby making the transaction even more convenient,” Idea Cellular said in a statement

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