Indian operator Tata Docomo launched data packs to allow unlimited use of WhatsApp for its prepaid customers.
According to the company, the packs are aimed at customers wanting to use the messaging app without having to shell out for the additional data usage. Valid for 15 days and 30 days, they are priced at INR15 ($0.24) and INR30, respectively.
Research carried out by Tata Docomo found that users are keen for customised data offerings and to only pay for the apps they consume.
“Dedicated WhatsApp data packs serve up a hassle-free experience for our consumers with a clear focus on enriching the data experience,” said Rishimohan Malhotra, Tata Docomo’s head of VAS marketing.
“This partnership allows us to tap into Tata’s market presence in India and continue WhatsApp’s significant growth as the global leader in the mobile communication space,” WhatsApp co-founder Brian Acton added.
WhatsApp is reported to have 30 million monthly active users in India and the app is currently being rolled out on Nokia’s Asha range of feature phones aimed at emerging markets.
Rival messaging app LINE has made a big impact in India having racked up 10 million users in the first three months of availability, following a series of TV commercials and a partnership with Sony India. The company anticipates 20 million Indian users by the end of the year.
VimpelCom announced earlier this week that it had partnered with WhatsApp across multiple markets, to “provide enhanced internet communication services within its bundled tariff plans, and to drive mobile internet usage and revenues”.