AirAsia introduces chat function for super app in bid to be one-stop messaging platform

AirAsia has unveiled its real-time chat feature known as airasia chat on its super app, which was officially unveiled last October. Lead of airasia chat Melissa Lim explained that the new features seeks to become a one-stop multipurpose messaging platform for its users to continue enjoying a social and seamless chat experience. When the super app was first unveiled, it had over 15 types of products and services under three main pillars - travel, eCommerce and fintech.

Users get to pick and choose community chat rooms with topics that resonate with them and chat with other users as well. According to AirAsia, among the top community chat rooms are Kuala Lumpur Travellers and Bali Travellers, while airasia.com promotion has the highest followers for a channel. Other channels include BigPay, airasia.com support and Holla, which offers advice and travel tips from popular celebrities.

airasia chat interface

At the same time, individuals can also search for other users via their nickname or sync their phonebook contacts to start one-to-one chats. Users can also chat with inflight passengers on the same flight within airasia wifi-enabled flights. In addition to chatting, users can also play free games, including the Points Catcher game by BIG Rewards, which allows players to collect BIG Points and spend on the super app. A+M has reached out to AirAsia for additional information on the airasia chat and how it plans to monetise the new feature.

This latest feature follows the airline's recent entry into Singapore's crowded food delivery space, touting a special sign-on rate as low as 8% for the month of March. It is also charging a commission rate of 15% which group CEO Tony Fernandes said is "the lowest commission rate in town". These efforts are evident that AirAsia is keen to build up on its ASEAN super app. Fernandes said previously that it has "not wasted the crisis" and in fact, it made use of the pandemic and the lockdown to finetune the super app, unify user experience and simplify its payment. 

Meanwhile, its loyalty programme BIG Loyalty also rebranded to BIG Rewards to reflect the growth of its diverse offerings and eCommerce transactions. This marked the second rebrand after it first underwent a refresh last September from AirAsia BIG Loyalty to BIG Loyalty. The initial refresh was to highlight the fact that flights are not just the only thing it offers.

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