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Etisalat UAE, branded as etisalat by e&, has integrated the UAE PASS login on the “My Etisalat UAE” app and portal (www.etisalat.ae), enabling all subscribers to seamlessly log in with their secure national digital identity details.

UAE PASS is the first secure national digital identity for citizens and residents, allowing users to access many online services across various sectors; sign and authenticate documents; perform transactions digitally; and request a digital version of their official documents.

This new feature will enable all customers with a verified UAE PASS account to use the UAE PASS authentication to access accounts registered against their Emirates ID, enhancing security and fraud for users and making it convenient for the subscribers. Additionally, subscribers can register for the UAE PASS on its app and website without the need to go to any physical outlet.

etisalat by e&’s continuous efforts to digitize customer journeys now offer a “zero-touch” experience with a focus on enhancing digital channels such as apps, websites and social media; optimizing contact center performance with the introduction of virtual agents; and revamping and digitizing its stores. This integration of the national identity across the digital channels is in line with etisalat by e&’s main objective to combine the optimum mix of physical and digital channels and offer a truly omnichannel and digital-first experience.

A superior and differentiating customer experience is a foundational block in etisalat by e&’s transformation into a digital telco. The company is harnessing the power of analytics and AI to offer personalized experiences across all digital and physical channels. The digital experience of customers is enhanced through the “My Etisalat UAE” app, as they can fully view and make all their required transactions on the app, such as access and payment of bills, account management, plan changes and contracts – all these are now accessible via an easy log in with UAE PASS. Other features including device purchases, new service subscriptions and technical troubleshooting are also available using the self-care support modules on the app. 

To further enhance the customer experience, both the app and website interfaces are undergoing a full revamp along with additional features. Currently, there are more than 4 million customers who are actively using the “My Etisalat UAE” app on a regular basis.

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