All Case Studies
Total Users
500M
Monthly Logins
25M+
Conversion Boost
30% in I2R
Auth Success Rate
99.7%
Arjit Verma
Product Manager
"OTPless completely transformed how users log in at Meesho—fast, effortless, and frustration-free. With over 25 million seamless logins every month and a 30% boost in conversion, it’s been a game-changer for both our users and our growth!"
About
Meesho is India’s largest e-commerce platform with over 500 million users across the country. Known for its deep penetration into tier 2 and 3 cities, Meesho powers over 25 million monthly logins. This scale also brought new challenges—especially around login friction, app re-installs, and authentication drop-offs.
India
meesho.com
Before OTPless, Meesho faced a critical business challenge—users were dropping off at the most important moment: login. With 20–50% drop-off at the login page before phone number entry, and an additional 10–15% during OTP verification, the impact was massive
Key Issues:
Frequent app reinstalls required repeated logins
High drop-offs at the login screen
OTP delivery failures and inconsistent reliability
Revenue leakage due to friction during authentication
To solve this, Meesho needed a seamless, invisible authentication system built for scale.
OTPless deployed a future-ready, frictionless login stack combining:
Smart Authentication with Adaptive Routing
A dynamic and invisible login experience that prioritized:
Silent Network Authentication (SNA): Verified users silently via secure carrier-level cryptography—ideal for returning users and low-intent segments.
WhatsApp Zero-Tap Login: Enabled one-tap access for WhatsApp-enabled users through OTP auto-read—no redirects or manual input.
SMS Auto-read Fallback: Provided seamless fallback for all other users.
All flows were orchestrated by OTPless' Smart Auth Router, which adapted in real time to network conditions, device capability, and historical success rates—delivering consistently high conversion outcomes.
Zero Touch Auth for returning users
This technology stack helped eliminate login friction for returning users:
Device Fingerprinting: Captured unique device characteristics during the first login.
Instant Access for Returning Users: Recognized known devices and enabled login without any user input.
Silent Network Authentication (SNA): Powered invisible verification for recognized devices.
No Phone Number Input: Removed the need for manual entry altogether—making logins effortless.
OTPless eliminates the biggest drop-off point in the login journey—before users even enter their phone number—by silently verifying known devices. Its Smart Auth router adapts in real time, intelligently switching between SNA, WhatsApp, and SMS to ensure the best possible conversion. The platform is fully compliant with GDPR and the DPDP Act, offering zero PII leakage and enterprise-grade security. Meesho’s team was able to integrate OTPless using a lightweight SDK in under a week, requiring no major backend changes—ensuring a fast and frictionless deployment experience.
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