- Dhiraagu has opened its EliteClub+ loyalty programme to all mobile customers, replacing the previous invitation-based eligibility system.
- The programme features four tiers—Bronze, Silver, Gold and Platinum—with points earned through reloads, bill payments and add-ons, redeemable for data, discounts and partner rewards across 100+ outlets.
- Existing members are enrolled automatically, all members receive 100 welcome points, and the campaign's mystery doors across Malé and other islands were revealed as promotion for the launch.
Dhiraagu has widened access to its customer loyalty programme, replacing invitation-based eligibility with a scheme open to all its mobile customers. The expanded programme, EliteClub+, offers benefits and discounts across more than 100 outlets, alongside points that can be redeemed for telecommunications services and partner rewards.
The change removes the specific eligibility requirements that previously governed access to EliteClub. Existing members will be enrolled automatically, while other Dhiraagu mobile customers can join through the DhiraaguApp by selecting the EliteClub+ banner and completing the enrolment process.
EliteClub+ has four membership tiers: Bronze, Silver, Gold and Platinum. Customers can earn points through eligible reloads, bill payments, add-ons and other qualifying activities. Higher tiers provide access to additional rewards and partner privileges.
Points can be redeemed for data, bill discounts, gift cards and lifestyle rewards from participating partners. Every member will receive 100 welcome points, including existing EliteClub customers transferred automatically into the expanded programme.
Mohamed Mirshan Hassan, Director of Brand and Marketing Communications at Dhiraagu, said the move extended benefits previously reserved for customers who met the programme’s eligibility criteria to the company’s entire mobile customer base. He said Dhiraagu would work with its partners to develop further customer benefits and experiences.
The programme connects eligible mobile spending with rewards that customers can use both for Dhiraagu services and at participating outlets. Its wider availability gives the company’s partner network access to a broader pool of potential programme members.
The launch also explained the mystery doors placed across Malé, Hulhumalé and other islands as part of a promotional campaign. Dhiraagu revealed at a press conference that the installations represented access to the expanded rewards programme.
