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Paytm Cuts In-App Promotions and Rebalances Marketing for AI-Led Engagement

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Sig2.65Sen-1.55Env0.00Soc+0.85Gov+0.60

Paytm reduced in-app promotions to improve user experience, shifting away from maximizing promotional inventory. The Marketing Services business saw like-for-like revenue fall 12% to ₹952 crore in FY26, amid moderation in monthly transacting users and headwinds in travel and credit-card distribution. Paytm reported user and merchant payment growth alongside disciplined marketing spend.

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