Dhiraagu has opened its EliteClub+ loyalty programme to every mobile customer, removing the previous invitation-only restriction.
The company announced the change at a press event held at its head office. Director of Brand and Marketing Communications Mohamed Mirushan Hassan said the goal is to deliver additional value through partnerships with local businesses. Customers can now earn points by recharging, paying bills, or purchasing add-ons.
Points determine membership tiers: Bronze, Silver, Gold, and Platinum. Higher tiers unlock greater benefits, including free data, gift cards, and discounts at over 100 partner outlets. Existing EliteClub members are being moved automatically to the new programme. New sign-ups through the Dhiraagu app receive a welcome bonus of 100 points.
The expansion reflects broader efforts by the telecommunications provider to deepen customer engagement beyond basic connectivity. Officials noted that similar loyalty schemes in other markets have helped retain users in competitive environments.
Full details of the rewards catalogue and partner list are available on the company website. Customers can check their points balance and tier status inside the Dhiraagu app. The programme is expected to roll out fully in the coming weeks as existing members complete the transition.
