CleverTap, journeys that follow what customers do.

Who CleverTap is

CleverTap is a customer engagement and retention platform founded in 2013 and headquartered in San Francisco, with offices in cities including Mumbai, Amsterdam, Dubai, Singapore and São Paulo. It puts analytics and messaging in one place: events, funnels, cohorts and segments show what people do in an app, and campaigns and multi-step journeys reach them by push, email, SMS, WhatsApp, in-app message, App Inbox or webhook.

Each person has one profile across their devices, fed by CleverTap's own SDKs for iOS, Android, the web, React Native and Flutter, the toolkit our mobile apps are built with, and by its server APIs. An account's data stays in the region chosen for it: Europe by default, or the UAE, India, Singapore, Indonesia or the United States. CleverTap is ISO 27001 certified and has a SOC 2 Type 2 report. It is built to turn what customers do into timely messages, which is why it is one of the customer engagement connectors of our analytics and monitoring module.

What it does in your platform

• Analytics & monitoring

  Runs lifecycle journeys for customers who opted in, such as onboarding tips, reactivation and feature adoption, by push, email, SMS, WhatsApp, in-app message and App Inbox, started by the events on the tracking plan. Its reports and control groups show what each journey changed. Receipts, one-time codes and security alerts stay with the notifications module.

How the connection works

In the apps, CleverTap's Flutter SDK, the clevertap_plugin package CleverTap publishes and maintains, sends nothing until the customer agrees: until then its opt-out flag stays on, set from the platform's record at every launch and sign-in. On the server, the platform sends events through CleverTap's Upload Events API and deletions through its Delete User Profile API, with a passcode that never leaves the server.

1. A customer opts in

   In the app's settings, the customer agrees to tips and product news by push and email. The platform records the choice, lifts the SDK's opt-out flag and sets CleverTap's channel flags, such as MSG-push and MSG-email, to match, so a channel they did not pick stays closed.

2. CleverTap knows them by ID

   At sign-in, the app calls onUserLogin with the platform's random ID as the customer's identity, plus only the contact details their chosen channels need and the attributes on the tracking plan. Card numbers, account numbers, document images and passwords never go to CleverTap.

3. Events come from both sides

   The app records the screen views and taps on the tracking plan. Money events, such as an approved KYC check or a first top-up, come from the platform's server through the Upload Events API as they happen, so they match the ledger and reach CleverTap within the hour it allows for journey entries and goals.

4. A journey waits, then nudges

   An approved account starts a journey that waits three days. A customer who has still added no money then gets a push with a tip, and an email if nothing changes, outside the do-not-disturb hours and within the frequency caps your team sets.

5. The goal ends it

   The first top-up is the journey's goal, so when the server reports it the customer leaves the journey at once. CleverTap compares the result with a control group that got none of its messages, so your team sees what the journey changed.

6. Choices travel back

   An unsubscribe from a CleverTap email or push raises its Channel Unsubscribed event, which the platform reads back through the Get Events API. If the customer withdraws consent or asks to be forgotten, the app turns the opt-out flag back on and the platform deletes their profile with the Delete User Profile API.

Next to other providers

CleverTap brings its own funnels, cohorts and segments, so the team that finds where customers stall can follow up in the same tool. If your platform also runs Mixpanel, Amplitude, Google Analytics for Firebase or PostHog, all of them work from the same tracking plan. Messages a customer must get, such as receipts, one-time codes and security alerts, stay with the notifications module, so unsubscribing from every journey never cuts a customer off from them.

CleverTap is one of the module's customer engagement connectors, next to Customer.io and Braze. Consent choices, the tracking plan and customer IDs are kept in the platform, so a later move to one of the others swaps the connector while your apps' screens and your records stay as they are. Journeys and templates are built in CleverTap, so they would be set up again in the new tool.

When CleverTap fits best

How we get you live

• The contract

  We help you get your CleverTap account and contract in place, with the data processing addendum CleverTap asks every customer to accept. Email and SMS go out through provider accounts you connect, such as Amazon SES, SendGrid or Postmark for email and Twilio or Infobip for SMS, and WhatsApp through CleverTap itself or a partner; we connect those too.

• The data

  We have the account placed in the region your customers' data belongs in: Europe, unless you need the UAE, India, Singapore, Indonesia or the United States. Data stays in the region chosen at set-up unless you ask for a migration, so we settle it first. With your team we agree the tracking plan and the email subscription groups customers can choose from. We keep the SDK's device network reporting switched off, as it is by default, so it does not collect IP addresses and CleverTap cannot work out a location from them.

• The keys

  The account ID and a passcode made for the platform alone, with an expiry date, go into your platform's secrets: CleverTap's server APIs need both on every call. The apps carry only the project ID and token the SDK starts with, never a passcode.

• A full test run

  Every journey runs first in the Test project CleverTap creates beside your live one, with its own credentials, your team's phones and test inboxes. It is then cloned into the live project, where the provider settings are connected again, before your first real customer.