PLDT Inc. (PLDT) and its wireless subsidiary Smart Communications Inc. (Smart) have partnered with Capillary Technologies to bring their mobile, broadband, and partner loyalty programs onto a shared technology platform.
The platform will connect PLDT Home, Smart, and Ka-Partner programs, using artificial intelligence (AI) to support more personalized offers and rewards. Implementation will happen in phases over the next year, bringing together programs that currently operate in separate loyalty environments.
Capillary Technologies is a provider of AI-powered loyalty management and customer engagement software. Its platform helps businesses manage rewards programs, personalize offers, and analyze customer data.
“This new loyalty platform allows us to recognize not only our subscribers, but also the Smart retailers and e-load partners who help us serve millions of Filipinos every day,” said Lloyd Manaloto, officer-in-charge of Smart. “By bringing Smart and PLDT onto one loyalty ecosystem, we are also creating the foundation for more seamless, converged rewards and experiences in the future.”
The technology change centers on consolidating the systems behind these programs. Capillary’s platform will support personalization and real-time engagement, allowing the group to tailor customer interactions and offers to users’ preferences.
For PLDT Home subscribers, the planned rewards experience includes exclusive perks, curated offers, and partner benefits, according to John Palanca, head of PLDT Home. The broader platform will also cover Smart retailers and e-load partners, extending its reach beyond subscribers.
Menardo Jimenez Jr., COO, PLDT, linked the investment to retaining customers and strengthening relationships across the group’s products and services.
PLDT and Smart said they selected Capillary for its loyalty expertise, technology architecture that can support expansion, and experience in high-growth markets.
The announcement establishes the direction of the integration but leaves several practical details open. The companies did not specify any other details whether customers will use a single rewards account, combine points across services, or redeem benefits between PLDT Home and Smart.