VEDANTU × MULTI-CHANNELCOMMUNICATION EXCELLENCE

Strengthening Platform Security While Accelerating EdTech Funnel Growth

THE CHALLENGE: Ensuring Reliability Without Limiting Scale

As Vedantu expanded its learner base, two critical communication gaps emerged:

1. Authentication Reliability:
   Students in low-connectivity regions occasionally faced delays in receiving OTPs and login alerts. This directly affected session access and platform trust.
2. Engagement at Scale:
   Acquisition and nurturing workflows needed a richer, more interactive experience. Traditional SMS lacked the multimedia and conversational capabilities required to convert high-intent prospects efficiently.

Vedantu required a communication framework that could guarantee security while supporting high-volume, high-engagement growth.

THE SOLUTION: A Purpose-Built Dual-Channel Messaging Framework

Vedantu deployed an optimized two-channel approach that mapped each communication type to the most effective medium.

SMS: The High-Certainty Authentication Layer

● Dedicated exclusively for OTPs, login alerts, and time-sensitive reminders
● Ensured instant access even in low-data zones
● Delivered consistent delivery stability above 95%

WhatsApp Business API: The High-Growth Engagement Layer

● Enabled rich media journeys: videos, PDFs, class invites, and interactive CTAs
● Streamlined lead qualification using quick replies and guided flows
● Drove significantly stronger engagement at the top and mid funnel

KEY PERFORMANCE INDICATORS THAT ENABLED SUPERIOR DELIVERY

The dual-channel execution directly strengthened Vedantu’s core metrics:

Reliability & Access

● 12–15% uplift in authentication success rate
● 95%+ delivery consistency across all mission-critical SMS
● Reduced response latency by ~18%, enabling faster student logins

Engagement & Conversion

● WABA achieved 25–35% higher engagement rates (CTR, replies) vs SMS
● Lead qualification speed improved by ~40%, shortening counsellor handover time
● Conversion from inquiry to counsellor interaction improved by 20–25%
● WABA scaled to handle 2–3× more communication volume, maintaining quality and consistency

THE OUTCOME: A High-Trust, High-Growth Communication Ecosystem

Vedantu successfully developed a communication architecture characterised by the following features:

● Secure by design ensuring seamless authentication for every student
● Rich in engagement transforming static outreach into guided learning journeys
● Scalable across the funnel enabling high-volume, personalised communication
● Optimised for performance improving speed, reliability, and conversion metrics

By leveraging the strengths of both SMS and WABA, Vedantu achieved a balanced, future-ready communication strategy that enhances user experience while accelerating EdTech growth.