Cabify: Combatting artificial inflation of traffic and enhancing CX with innovative fraud and security solutions
15.7%
financial loss reduction in one quarter
CHALLENGE
Mitigating fraudulent and artificially inflated SMS traffic in real-time
Cabify is a leading multi-mobility company with a mission to improve how people, businesses, and drivers connect safely in over 40 cities.
To do this the company relies on multiple communication channels, including reliable and legitimate text messaging to facilitate trustworthy customer experiences.
From sending OTPs for verification to providing real-time updates on ride status, SMS plays a key role in ensuring customer satisfaction and operational efficiency. Because of this, Cabify is constantly implementing new solutions to mitigate the significant challenges posed by Artificial Inflation of Traffic (AIT) within tech services.
“We aim to address these challenges as we know first-hand how important security is in our value proposition,” said Jesús Díaz, Engineering Manager at Cabify.
“We proactively started seeking solutions to help identify and stop bot-generated artificial traffic. However, these measures were difficult to apply equally in every market, making it a non-scalable solution,” he said. Traditional methods of mitigating AIT, such as IP blocking entire countries where the problem occurred, often led to the unintentional blocking of legitimate SMS traffic.
Over the years, AIT practises evolved, and a more robust solution was needed to ensure stronger response potential.
We’ve been following AIT trends and it was clear to us that in order to address the pressing challenges posed by AIT and enhance the user experience we needed to reinforce our capabilities.
Jesús Díaz
Engineering Manager, Cabify
To address the pressing challenges posed by AIT and enhance the user experience, Cabify sought a reliable and innovative communication partner.
SOLUTION
Safeguarding SMS traffic with an AI and machine-learning powered solution
Cabify was already using Infobip’s SMS services for various marketing and operational needs.
“We were already working with Infobip in the marketing team, and they were happy with the service,” Jesús Díaz explained.
Impressed by our reliable infrastructure, delivery capabilities and excellent customer service, Cabify turned to Infobip Signals, an intuitive machine learning solution designed to detect and block fraudulent traffic.
Jesús Díaz noted, “We started talking about Signals and we said: Let’s try. Let’s see how it works.”
Infobip Signals employs machine learning to automatically detect and block fraudulent traffic without any interventions from the business. By identifying patterns and anomalies, the solution effectively distinguishes between legitimate and bot-generated traffic and automatically blocks fraudulent traffic without any need for intervention from the business’ end.
In addition to enhancing security, Cabify sought to improve the user experience of OTP delivery. With more customers using WhatsApp for P2P messaging, Cabify chose the channel as their primary OTP channel, with SMS as a failover to ensure guaranteed delivery.
“WhatsApp is very commonly used. So, we started to deploy it, and the experience has been good,” said Jesús Díaz.
The zero-tap OTP autofill feature on WhatsApp, powered by our platform, further streamlined the process, eliminating the need for users to manually input OTPs on Android phones. This innovative approach improved customer satisfaction and reduced friction in the registration and login processes.
RESULT
Fraudulent message blocked effectively and increased operational efficiency
By implementing our fraud and authentication solutions, Signals and OTPs via SMS and WhatsApp, Cabify achieved significant improvements in security, customer experience, and operational efficiency.
Real-time monitoring and blocking of AIT strengthened Cabify’s position as a safe mobility company.
Some of the key results included:
- The financial loss caused by AIT was reduced by 15.7% in a quarter
- Smoother user experience
- Higher operational efficiency
- Higher OTP delivery rate
In addition, implementing and going live with Signals took less than 10 minutes to set up, making it an effective and quick solution.
By using our fraud and security solutions, Cabify has not only overcome the challenges posed by AIT but has also elevated its customer experience and strengthened its position in the market.
Infobip has been a valuable partner in helping us combat AIT and enhance our user experience. Their Signals solution has been instrumental in protecting our business from fraudulent traffic, while an omnichannel approach to authentication made OTP deliveries more user friendly and cost effective. The integration process was smooth, and the support team has been excellent. We are confident in our decision to partner with Infobip.
Jesús Díaz
Engineering Manager, Cabify
COMPANY PROFILE
Cabify is a leading multi-mobility platform that aims to transform cities into better living spaces through innovative ride-hailing solutions. Operating in multiple countries across Latin America and Europe, including Spain, Chile, Argentina, Peru, Colombia, and Uruguay, Cabify connects passengers with a network of professional drivers. The company offers a range of services, from ride-hailing to corporate mobility solutions, providing safe, reliable, and efficient transportation options.