Title: m:tel: Turning Viber into one of the most effective customer communication channels URL: https://www.infobip.com/customer/mtel ## m:tel: Turning Viber into one of the most effective customer communication channels up to 3x higher response rates 77% delivery rate up to 11.5% conversion rate ![Mtel logo dark](https://cdn-web.infobip.com/uploads/2026/09/mtel-customer-logo-black.png) Share Share to Facebook Share to X (formerly Twitter) Share to LinkedIn CHALLENGE ## Building trust in a new era of business messaging As one of the leading telecom operators in Bosnia and Herzegovina, m:tel serves a large and diverse customer base across mobile, internet, and digital services. In 2017, the company began looking for a more modern and interactive way to communicate with customers at scale as digital communication habits were changing rapidly. SMS already played a central role in m:tel’s customer communication infrastructure, supporting everything from service notifications to promotional and transactional messaging at scale. However, the company recognized growing demand for richer and more interactive digital experiences, making the shift toward Viber communication an important step in the evolution of its customer engagement strategy. The biggest challenge was customer trust. Users were not yet familiar with receiving commercial offers through Viber, especially offers they could activate instantly with a single click. m:tel needed to make the experience feel reliable, useful, and simple enough for customers to adopt naturally, while also ensuring the solution could integrate easily with existing systems, support fast implementation, and scale with growing expectations for real-time, personalized communication. SOLUTION ## Viber enabled real-time, interactive customer communication m:tel partnered with Infobip to turn Viber into a central part of its digital communication strategy, enabling fast, interactive, and scalable customer engagement. The collaboration started with Viber Business Messages and call-to-action buttons that allowed customers to activate offers with a single click, making m:tel the first telecom operator in the region to introduce this type of commercial communication through Viber. Over time, the solution expanded into a wide range of use cases including: 1. Promotional campaigns 1. Personalized offers 1. Account updates 1. Behavior-based communication One of the most effective examples was communication with customers while roaming. When customers travel abroad, m:tel can automatically send relevant roaming offers through Viber in real-time, allowing users to activate the right option directly within the message. This self-service approach allowed customers to activate roaming tariff options more quickly and conveniently while abroad. Instead of replying to SMS messages or going through additional steps, users could activate the appropriate option by clicking a button directly within the Viber message, making the experience simpler and more immediate at the moment it was needed most. The company has also integrated Viber communication into sales and customer service processes, making it more convenient for customers to communicate and improve its operational efficiency. Viber is used to send personalized device, and tariff renewal offers directly to customers on approaching the point of contract expiry. If a customer had shown interest in the message, the interaction would automatically generate a notification to support agents with the relevant customer information ready for follow-up communication. Later, the workflow was expanded with automated request generation. If a customer confirmed interest via Viber, the request for service renewal could be pre-filled with the customer’s data. This made the customer journey smoother and removed manual processing. m:tel also used Viber to send payment reminders to customers with unpaid bills, enabling them to click a link that opens a web form where they can complete the bill payment. This is a simple experience that is fully digital, where customers can confirm activation right from the message itself. Viber gave m:tel more flexibility to offer richer customer experiences with visuals, video, and interactive content. This was especially useful for campaigns promoting internet security services and digital offers that could leverage additional context along with higher engagement.  To maintain consistent reach, SMS remained part of the communication flow as a fallback channel whenever Viber delivery was unsuccessful.  RESULTS ## Viber drove 3x higher response and millions of monthly messages Viber is now one of m:tel’s most important communication channels. Across comparable campaigns, it delivers up to 3x higher response rates than SMS. That difference has made it a key channel for both sales and service communication. The results highlight the scale of m:tel's Viber engagement. Since the beginning of 2026, m:tel has launched 73 Viber broadcast campaigns, enabling personalized offers, promotional campaigns, and behavior-based engagement. In May and June alone, the company delivered more than 2.2 million Viber messages while maintaining delivery rates above 77%, demonstrating the scale and reliability of its customer communications. One of the strongest results was from a campaign promoting e-bill delivery by email. Customers received a Viber message showing their existing email address and were required to confirm their consent to switch to electronic bill delivery with just one click. The campaign achieved an 11.57% conversion rate, demonstrating the power of simple, personalized, and interactive communication. The team sees the best response when communication is personalized, timely, and relevant to customer needs, whether that is roaming, internet protection, or a digital service that saves time. The one-click model matters because it removes friction, while the richer Viber format gives customers more context and makes communication easier to act on than traditional SMS. For m:tel, the outcome is clear: Viber is no longer just a new channel, but a proven part of the company’s digital strategy that delivers stronger engagement, better campaign performance, and more flexible ways to move customers from message to action. The company continues to build on this approach, creating more personalized and engaging digital customer experiences. COMPANY PROFILE m:tel is one of the leading telecommunications operators in Bosnia and Herzegovina, providing mobile and fixed telephony, internet, data, IPTV, and digital services to more than 2 million users. Focused on innovation and digital transformation, the company delivers customer-centric communication and business solutions while supporting community initiatives across sports, education, culture, and humanitarian projects.