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Equal AI × Digidarts: OTP Journey Optimization That Unlocked 31% Verified User Growth

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Equal AI × Digidarts | OTP Journey Optimization | 31% Verification Growth | CPI-Controlled Scaling | Equal AI × Digidarts | OTP Journey Optimization | 31% Verification Growth | CPI-Controlled Scaling

About the Client

Background

Equal AI is an India-first consumer AI app that intelligently answers, screens, and manages incoming calls. Built by a Hyderabad-based team for Indian users, the app helps reduce spam, manage deliveries, and block fraud through privacy-first automation. In a country where unknown calls are common and trust is fragile, Equal AI's growth challenge wasn't just acquisition — it was activation.

Objective

The real KPI wasn't installs — it was verified, active users.

  • Maximize in-app verifications at scale
  • Maintain CPI below ₹20
  • Convert installs into verified, activated users
  • Improve early retention and reduce 2–3 day uninstall churn

Our Approach

Instrumented the full funnel to identify the exact drop-off point blocking growth.
  1. Full funnel tracking via AppsFlyer and Mixpanel
  2. Mapped Install → OTP → Verification drop-offs at each step
  3. Identified the OTP screen as the highest friction point in the activation journey
  4. Built event-level dashboards for real-time funnel visibility
Impact: Clear visibility into the exact leak in the activation funnel.

Shifted spend to channels delivering sustainable, cost-efficient scale.
  1. Increased Meta investment where incremental scale was under-leveraged
  2. Maintained Google as a stable, always-on acquisition base
  3. Optimized campaigns toward verification events — not just raw installs
  4. Shifted budget weekly based on CPI and verification rate by channel
Impact: Higher-quality acquisition without CPI inflation.

The single biggest unlock — reducing friction at the critical activation gate.
  1. Simplified OTP screen prompts to reduce cognitive load
  2. Improved clarity around permissions to build trust before completion
  3. Reduced steps between install and successful OTP verification
  4. A/B tested onboarding copy to identify highest-converting language
Impact: Significant lift in install-to-verification conversion rate.

Built creatives and audiences that set the right expectations before install.
  1. Segmented audiences on Meta & Google by use-case: spam, delivery, fraud safety
  2. AI-led stats and video creatives reflecting real Indian user scenarios
  3. Ad copy focused on spam protection, delivery handling, and fraud safety
  4. Matched creative messaging to the specific intent of each audience cluster
Impact: Better expectation setting before install, reducing mismatch-driven churn.

Results & Impact

31.36%

increase in verified users (MoM)

~₹19

CPI maintained despite 32.7% install volume increase

137,992

MAU in Feb (↑84.7% vs Jan) at ₹21.83 cost per MAU

65.21%

Activation Rate (App Open → MAU) — best-in-period

Brief about the problem statement

Scale Sunova’s D2C business while maintaining marketplace revenue shares.

Scale D2C sustainably by bolstering ROI

Equal AI × Digidarts | OTP Journey Optimization | 31% Verification Growth | CPI-Controlled Scaling | Equal AI × Digidarts | OTP Journey Optimization | 31% Verification Growth | CPI-Controlled Scaling
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