Invest in mutual funds on WhatsApp? UTI MF unveils first-of-its-kind solution

For millions of Indians who already use WhatsApp daily, investing with UTI Mutual Fund will now be as intuitive as sending a message (to explore investors can click: https://bit.ly/UTIMFWhatsApp). Investors can make one-time payments and transact through UPI — all natively within a single, uninterrupted WhatsApp conversation. No app switching, no browser redirections.

This capability has been made possible through a collaboration between CAMSPay as the payment partner, Gupshup as the conversational platform, and Meta's WhatsApp as the engagement channel. Unlike conventional approaches that redirect users to external payment platforms — a leading cause of transaction drop-offs — this integration keeps investors within WhatsApp at every step of the journey.

"At UTI, we are committed to making investing simpler, faster, and more accessible for every investor. By becoming one of the first in the mutual fund industry to enable native in-chat payments on WhatsApp, we are meeting investors where they already are — on a channel they use every day. This is a significant step in our journey to make investing truly effortless for every Indian," said Peshotan Dastoor, Group President & Head – Sales, Product & Digital, UTI AMC.

"CAMSPay enables WhatsApp Native Payment Solution to solve a real and measurable problem for BFSI institutions where payment drop-offs are caused by broken journeys and external redirections. By enabling in-chat one-time and recurring payments with automated WhatsApp notifications, we’re helping institutions shift WhatsApp from a communicational touchpoint into a relationship-based digital conversion platform. We are proud that UTI adopted this capability and launched it for investors," added Vasanth Jeyapaul, CEO, CAMSPay.

The integration is powered by Gupshup's conversational engagement infrastructure and Meta's WhatsApp Business platform, enabling UTI to deliver this experience securely and at scale across its investor base.

"Gupshup is delighted to power end-to-end customer experience for UTI Mutual Fund on WhatsApp, including payments in WhatsApp. We believe conversational journeys are the future of financial services engagement, and UTI's launch is a compelling example of what's possible when great institutions commit to meeting their customers on the channels they love," opined Mr. Gaurav Kachhawa, Chief Product Officer, Gupshup.