Context
Tuenti, Telefónica’s digital mobile operator in Ecuador, has always stood out for its focus on simplicity and innovation. However, until 2024 its mobile portability process was managed mainly via web or call center.
The experience was less than ideal: the web flow was not intuitive and required several steps, while the call center implied high costs and wait times. The result was an average conversion of just 10%, with abandonment levels that hindered acquisition campaigns. To compete in a dynamic telecom market, Tuenti needed a more agile, frictionless experience.
The challenge
The goal was to increase new user acquisition and simplify the carrier switch process. To achieve this, the solution had to meet three critical conditions:
- Remove complexity from the web flow and reduce it to a few clear steps.
- Comply with all regulatory requirements, such as identity verification and digital signature required by ARCOTEL.
- Reduce call center dependency to cut costs during mass acquisition campaigns.
The challenge was to design a flow that combined speed, compliance and user experience.
The solution
With Jelou’s support, Tuenti launched a 100% conversational portability flow on WhatsApp, integrating all steps into a single guided interaction.
The intelligent agent requested:
- ID number, selfie photo and authorization code in the same chat.
- Digital signature and electronic consent, complying with current regulations.
- Instant confirmation of the procedure, plus guidance to install an eSIM or request a physical SIM.
The process was reduced to three simple steps that could be completed in under five minutes, eliminating traditional forms and follow‑up calls. In addition, the flow enabled real‑time metrics collection to adjust creatives and audiences in marketing campaigns.
Results
The impact was immediate:
- 7× higher conversion compared to the traditional web channel.
- Over 600 lines ported in the first three months of operation.
- 70% conversion among users who started and completed the process on WhatsApp.
- Sharp reduction in call center queries, freeing resources for post‑sale support.
WhatsApp thus became the most effective acquisition channel, ensuring regulatory compliance and a frictionless experience for new customers.
Conclusion
By moving portability to a 100% digital conversational flow, Tuenti Ecuador turned WhatsApp into its main acquisition engine. The strategy not only accelerated carrier switching, but also reduced costs and increased user satisfaction.
This case shows how simplicity and regulatory compliance can coexist in an agile flow, driving sustained growth in a telecom customer base.