PRD for Whatsapp Payment Feature

Problem
Target Audience and User persona
According to Experian marketing Services: WhatsApp has a median age of 36.
71% of users are in the age bracket of 18-44.
Demographic TG : All people within the range of age 18-44
- People who are tech savvy and are comfortable using new technologies.
- People who have previously used some sort of financial products such as paytm, g-pay.

Personas

Persona 1 - Rakesh Thakur

Persona 2 - Priyanka Sharma

Persona 3 - Abishek Joshi
Problem overview
Whatsapp wants to introduce a payment feature within its chat interface so that people do not have to leave the
platform in order to make payments.

Why is it important to our users and our business? What insights are you operating on? And if relevant, what
problems are you not intending to solve?

● Users have to move to a different payment provider in order to complete the transaction and later on post
the payment reciept on whatsapp.
● People who do business on whatsapp need payment functionality.
● Competitors are already having the payment functionality on their platforms
● Users are being charged with the transaction fees on few portals
● Users are not being rewarded for any of their activity on other platforms
● Need a platform which offers everything (from discussion to requesting/splitting payments)
Goals & Success
The success metrics for this functionality would be :

Whatsapp currently has 450 million DAU (Daily Active Users) and xx % of payments being made through whatsapp
could be a good metric.

Metrics which will define success for payment feature would be (North Star):

1. Number of transactions in a month

2. Market share growth from 0.01% to 0.05-0.10%.

Activation for Whatsapp Pe : Making the first transaction

Retention : 2-3 transactions in a week for each unique individual

● Competitors:
○ Phone pe has DAU - 0.7 million,
○ Paytm 2.6 million,
○ g-pay 0.5million
● No of transactions on each platform
○ Paytm (750mn per month)
○ Phone pe (1400 mn per month)
○ Gpay (1120mn)

Risks
Potential Risks:

● Acceptance could be a big threat to the payments feature as TRUST is one such factor where Facebook
has to do something in order to gain the public's trust.
 ● External Threat : Local Governments might impose restrictions
● External Threat : Market Saturation and already existing competition.
●

Solution
Key features with prioritisation
1. Send Money (must have)
Users need to be able to send money to others without a hassle. This should be possible from whatever bank
account they have. The money first gets added to their whatsapp wallet and then gets sent to the other person's
whatsapp wallet like a typical transaction.

Metric to Track: Clicks on send money CTA in a day

2. Receive Money (must have)

Users need to be able to receive money into their whatsapp pe wallets. They should be able to receive this money
from anybody using whatsapp.

Metric to Track: number of payments received in a day

3. Request Money (must have)

Any user can request money from someone else, who is in their whatsapp contact list. The user sends a request to
the person with the amount requested.

Metric to Track: Clicks on request money CTA in a day

4. Group Payment (USP)

A group of friends can split the bills and have an equal share of the amount sent/received to each other during
outings. The total amount gets split into per person depending on the size of the group and each person is able to
pay that amount for the bill.

Metric to Track: Group payments made in a week ( taking into account how many users shared)

Assumptions:
1. The person who is using collect group payments is paying the entire bill.
2. If the other person has blocked the user, then all these features will not be available in his case.

5. Payment History
- Aggregation with other payment providers (Delight)
The biggest issue is, with multiple platforms being used in multiple payments, it becomes difficult to track how much
you are spending. Small small payments aggregate to big amounts and you spend so much time going on each
platform and collating these. Hence an aggregation solution, which shall use API’s to bring out transaction history
from other platforms as well such as paytm. Phonepe etc all on the Whatsapp dashboard to provide convenience to
the users.

Metric to Track: Recurring Visits on this page per day/week/month.

 - Payment Dashboard/analytics (Delights) - Splitwise as parallel reference.
This will be a normal dashboard giving insights to the user about how much he/she has spent on which areas. For
eg how much he spends on food, shopping etc. This will help users make informed spending decisions and have
better financial planning.

Metric to Track: Recurring Visits on this page per day/week/month.

6. Check Bank Account Balance (performance benefits)

Usually while making payments, users do no realise if they have sufficient account balance or not. This results in
failed transactions and hence bad experience. Therefore a indication of account balance on the payment platform
will allow them to make payments accordingly.

Metric to Track: Number of visits on this section of the page.

7. Rewards / Cashbacks (delighter)

Every user is keen to get some reward for using the platform. This becomes the motivation or trigger for any
feature/product to retain its customers, hence on whatsapp we shall offer similar rewards/cashbacks to attract and
retain more traffic.

Metric to Track: Number of rewards given | Number of repeat users.

8. Security - End to End Encryption (Must have)

Whatsapp already boasts of its end to end encryption for messages,we shall leverage this and use the application
of this security feature for payments as well so that no payment information of the users is leaked and users are
saved from frauds and mishaps. Thereby improving their trust and customer experience.

Metric to Track: Repeat users with multiple transactions in a week.

Roadmap (1 being the lowest and 5 being the highest)

Feature Effort Impact ROI Release

Send Money 2 4 =2/4 = 0.5 v1.0

Receive Money 2 4 =2/4 = 0.5 v1.0

Request money 2 4 =2/4 = 0.5 v1.0

Group Payment 6 3 =6/3 = 2 v1.2

Payment Dashboard 2.5 3 =2.5/3=0.8 v1.1

Aggregation with 12 5 =12/5=2.5 v1.3

other payment
platforms

Check Account 2 4 =2/4=0.5 v1.0

balance
 Rewards/Cashbacks 3 5 =2/5=0.6 v1.1

Security 2 5 =2/5=0.4 v1.0

(Encryption)

User Stories

● As a User, I should be able to add multiple bank accounts

● As a User, I should be able to send money quickly
● As a User, I should be able to receive money instantly
● As a User, I should be able to request money
● As a User, I should be able to raise Complaints/Disputes if any
● As a User, I should be able to do split bills and pay accordingly
● As a User, I should be able to check bank balance details
● As a User, I should be able to check transaction history
● As a User, I should be able to analyse my spendings
● As a User, I should be able to receive rewards/cashbacks if any
● As a User, I should be able to refer others to the platform
● As a User, I should be able to generate QR Code to receive payments

Key flows

Please go through the below Figma Flowchart in order to see the detailed User Flows:

https://www.figma.com/file/bn46IKGaInNhbiEp9NRnq5/Whatsapp-Pe?node-id=0%3A1

Wireframes

Creating UPI Pin

Whatsapp Pe - Send and Request Money Flow and Check Balance

Group Payment

Payment Dashboard
Milestones
Title Audience Exit Criteria Start End date
date

Dogfood 🐶 Internal employees only No P0 or P1 bugs on a 7/3/2022 7/4/2022

rolling 30-day basis

Beta β Early cohort of 100K At least 10K customers 7/5/2022 7/8/2022

customers would be disappointed if
we took it away

Launch! 🚀 Gradual ramp to 100% of all At least 1 win from every 7/9/2022 7/12/2022
users major competitor

https://coda.io/@productschool/product-launch-template/press-release-4

Operational Checklist
Team Prompt Check Notes

Analytics Do you need additional tracking? True To track success

metrics

Sales Do you need sales enablement False Not needed.

materials?

Marketing Does this impact shared KPI? True Because we shall need
to educate the users
about this new feature

Customer Success Do you need to update support True In order to ensure the
content or training? queries of users in
terms of failed
payments etc.

Product Marketing Do you need a GTM plan? True For GTM purposes.
(packaging, positioning, etc)
 Partners Will this impact any external partners? True For e.g - If we are
sharing payment link
from razorpay, these
platforms provide an
option to share via
whatsapp, so this will
get impacted if
Whatsapp payment
feature is introduced.

Globalization Are you launching in multiple false Currently only focusing

countries? on Indian market

Risk Does this expose a risk vector? True Security and privacy.
Chances of fraud and
hacks.

Legal Are there potential legal ramifications? True Will require licenses
(RBI, NPCI etc)

Stakeholders
1. Product team (designers, analyst, QA’s , Tech lead etc)
2. Customer support teams
3. Marketing teams
4. Legal Team
5. Investors (Facebook and other investors)

Pulse Check - How do you feel about this feature?

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all sentiments.

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true Check to show everyone's sentiment (3 submitted with average sentiment of 2.67)

Sentiment Reflection Submitted by

4 Love the new checkout flow! Lola Tseudonym

1 I’m confused as to why we’re not tracking metrics Buck Dubois

yet.

3 I’d love to see more details on the audience we’re Felix Marlin
targeting