wordpress blog stats
Connect with us

Hi, what are you looking for?

PepperTap adds number masking to hide user’s number


Who’s next?

Recently having raised $36 million in funding, PepperTap, the Gurgaon-based hyperlocal grocery service, has tied up with cloud telephony company Exotel to introduce number masking on its mobile app. This way, the user’s number will not be visible to delivery personnel, and be routed through Exotel’s server. The delivery personnel will see a ‘click to call’ option while dialling the customer’s number, which will be replaced with a call centre number. We’re not sure what number the user sees when the delivery personnel calls them. 

PepperTap follows in the footsteps of Ola and Uber: Late last month, Ola launched number masking where the user’s number would not be disclosed to drivers, while calls made by the drivers would be recorded and stored by Ola, across its operational cities in India. In the same week, rival Uber introduced a number masking feature in India, where neither the driver, nor the rider’s number would be displayed when making or receiving a call.

Number masking is a good thing when it comes to user privacy. Keeping the numbers of both parties hidden, companies will be able to offer a universal number which either side, the user or the delivery personnel, could call to connect with the respective person.

In February this year, Exotel acquired the voice-based media startup Croak.it! for an undisclosed amount. According to the Bangalore based company, there was an overlap in the nature of the problems both the teams were solving and this acquisition would help it improve its services. It also that mentioned it plans to acquire more startups in the voice space.

Advertisement. Scroll to continue reading.

PepperTap funding: Peppertap would use the funding from Snapdeal, Sequoia India, SAIF Partners, Ru-net, JAFCO and BeeNext and make use of Snapdeal’s experience to develop its stores’ capabilities and grow sales. It would also be used for geographical expansion to 75 cities by the end of the current fiscal year, invest in technology and supply chain, hiring.

It has also added an ‘edit order’ option on the mobile app, while the order is in ‘order receipt’ stage. The company, which started operations in November last year, raised Series A funding worth $10 million from SAIF Partners and Sequoia Capital in April. In February, it raised seed funding worth $1.2 million from Sequoia Capital, to build a team of over 100 employees across all verticals by the end of the year.

Founded in November 2014, by Milind Sharma and Navneet Singh, PepperTap partners with local grocery stores to take their inventory online. It allows users to buy grocery, fruits, vegetables, beauty and healthcare items, beverages, dairy products and kitchen utilities through its Android and iOS apps. It claims to have 15,000 products across categories, with operations in 17 cities in India and 2,500 employees. It also claims to generate about 20,000 transactions daily.

Image Credit: Flickr user Jeremy Brooks

Advertisement. Scroll to continue reading.
Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



A viewpoint on why the regulation of cryptocurrencies and crypto exchnages under 2019's E-Commerce Rules puts it in a 'grey area'


India's IT Rules mandate a GAC to address user 'grievances' , but is re-instatement of content removed by a platform a power it should...


There is a need for reconceptualizing personal, non-personal data and the concept of privacy itself for regulators to effectively protect data


Existing consumer protection regulations are not sufficient to cover the extent of protection that a crypto-investor would require.


The Delhi High Court should quash the government's order to block Tanul Thakur's website in light of the Shreya Singhal verdict by the Supreme...

You May Also Like


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ