In a landmark recognition for Pakistan’s digital transformation journey, PTCL Group’s automated WhatsApp-based complaint registration system — developed in collaboration with Meta Business Partner Eocean — has been featured by Meta as a global case study in service innovation. This marks the first time that a Pakistan-based Meta business partner has received such global acknowledgment, setting a new benchmark for technology-led customer service in the region.
The project, led by Project Delivery Lead Shehzad Ahmad, aimed to automate PTCL’s customer complaint and troubleshooting process via WhatsApp Business API. The solution, now implemented nationwide, enables customers to register complaints, undergo automated troubleshooting, and track resolution status — all without needing to call a helpline or speak to an agent. This initiative has drastically reduced service response time, improved customer satisfaction, and delivered measurable cost efficiencies to PTCL Group.
The new system was rolled out using WhatsApp Flows — an API-based feature that allows businesses to create tailored user journeys within WhatsApp. Customers using PTCL’s WhatsApp channel are greeted with an intuitive complaint registration menu. After selecting their service (landline, internet, or smart TV), the system checks for existing complaints, verifies the status of the service through backend health checks, and guides users through an automated troubleshooting process. If the issue remains unresolved, the system escalates the case and creates a service request for physical intervention.
According to PTCL’s internal performance data collected over a one-year period (from December 1, 2023, to November 30, 2024), the results speak volumes: 31% fewer complaints are now being handled by the customer service team due to the automated troubleshooting flow, Dispatch service requests saw a 10% reduction, reflecting better self-service resolution and 34% of all customer complaints are diagnosed and resolved immediately without any agent interaction.
Additionally, PTCL has extended the use of WhatsApp Flows beyond customer support. The platform is also used to replace traditional marketing channels like SMS, notably for upselling its “Speed Bolt-On” internet speed-boost packages. This automated upsell journey has led to a reported 75% increase in annualized revenue for the product — further validating the effectiveness of the solution across both operational and commercial fronts.
Speaking about the achievement, Syed Atif Raza, Group Chief Commercial Officer at PTCL Group, emphasized the company’s commitment to customer-centric innovation:
“PTCL Group is deeply committed to innovation and putting our customers first. The PTCL Complaint Registration System, with its automated troubleshooting feature, perfectly showcases how we’ve turned challenges into opportunities and created impactful solutions for not only our customers, but also internally for the organisation.”
Echoing this sentiment, Ahmad Kamal, Group Chief Customer Care Officer at PTCL Group, stated:
“Our customers are our top priority, and we’re committed to making their experience better and more convenient. This innovative solution allows customers to troubleshoot, register complaints, and track their progress instantly, all from the comfort of their WhatsApp.”
This recognition from Meta not only spotlights PTCL Group’s forward-thinking approach but also shines a light on Eocean’s software engineering capabilities, establishing both organizations as pioneers in enterprise-grade customer experience automation. For Pakistan’s broader digital economy, this case study sets a precedent in how traditional telecoms can evolve through intelligent automation and customer-first digital transformation.
