Fintech firm PayU has announced the launch of an artificial intelligence-powered outbound voice call assistant, as part of its wider push to build an AI-driven ecosystem across the merchant lifecycle.
The company says the new tool is designed to simplify merchant onboarding, a process that has traditionally been time-consuming and complex, often involving extensive documentation, verification procedures and multiple activation steps. These challenges can lead to delays and, in some cases, businesses abandoning the process altogether.
According to PayU, the AI-powered assistant proactively contacts prospective merchants, particularly those who have yet to begin onboarding. Using conversational interactions in English and Hindi, the system guides users through the process while collecting key business information, including website details, expected revenues and business category.
The firm says this approach enables faster verification and improves lead qualification, while also reducing drop-offs. The system is designed to connect merchants with appropriate support when needed, with the ability to transfer interactions to human account managers for more complex queries.
Speaking on the development, Manas Mishra, Chief Product Officer at PayU and Wibmo, said voice-based artificial intelligence is becoming increasingly central to how businesses operate. He added that the company aims to create an AI-native platform focused on improving efficiency and user experience at every stage of merchant engagement.
The launch marks an early step in PayU’s broader plans to expand the use of voice AI across additional touchpoints. These include addressing incomplete KYC processes, supporting activation workflows and enabling cross-selling of services.
PayU also plans to scale the solution across multiple languages, aiming to reach a wider base of merchants as digital adoption continues to grow.
