CleverTap has acquired Y Combinator-backed startup ‘rehook.ai’. While the financials are undisclosed, the impact is immediate and long term, and cements CleverTap’s path to becoming a fully integrated, AI-powered, omnichannel retention platform.
Clevertap-rehook.ai Acquisition
rehook.ai, founded in 2021 by Akhil Suhag, Mukul Anand, Tushar Dhara, and Akshay Suhag, has a presence in the promotions automation space. It allows brands to manage and optimize discounts, coupons, loyalty programs, referral campaigns and gamification strategies.
By bringing this under the CleverTap umbrella, the company eliminates fragmentation across customer engagement tools and elevates its platform from a basic marketing toolkit to a comprehensive retention engine. This merger unifies analytics, engagement, and promotions into a single offering—positioning CleverTap as one of the few platforms capable of delivering end-to-end lifecycle marketing, from acquisition to loyalty.
According to Anand Jain, Co-founder and CPO of CleverTap, “This acquisition allows us to unlock multiple use cases across industries like gaming, retail and financial services. It strengthens our ability to support businesses in creating deeply personalized, AI driven experiences and cross sell/upsell through integrated promotions management.”
AI at the Core
What’s interesting about this acquisition is the alignment of product philosophies between CleverTap and rehook.ai. Both are deeply rooted in AI, automation and real time analytics. The integration of rehook.ai will allow us to enrich our behavioral datasets with real time promotional intelligence – enabling marketers to trigger hyper personalized campaigns at critical moments in the customer journey.
rehook.ai’s dynamic promotions engine allows context aware offers, tailored to user activity and intent, to increase conversion rates and brand stickiness. This real time intelligence layer is particularly useful for industries with high customer churn or seasonal engagement patterns like e-commerce, gaming, fintech and travel.
Global Reach meets Agile Innovation
CleverTap’s global presence – San Francisco, London, Mumbai, Dubai, Singapore, São Paulo and more – now meets rehook.ai’s agility. With over 2,000 enterprise clients including Domino’s, Puma, Jio, AirAsia and SonyLIV, we have the infrastructure to take rehook.ai to scale.
CEO and Co-founder, Akhil Suhag, rehook.ai, said, “We started with a vision to make promotions smarter and more impactful. Partnering with CleverTap gives us the global scale and deep segmentation intelligence to deliver next gen personalized marketing.”
CleverTap’s M&A Playbook
This is CleverTap’s third major acquisition, after acquiring Leanplum in 2022, a San Francisco based multichannel engagement platform. Backed by marquee investors like Tiger Global, Accel, Peak XV Partners, CDPQ and 360 One, the company has shown the ability to acquire complementary technologies and integrate them into their product without disrupting product continuity.
Notably, this acquisition comes at a time when CleverTap is moving its headquarters to India, a move reportedly tied to plans for a listing on Indian stock exchanges. The acquisition not only strengthens their tech stack before the IPO but also adds new revenue streams through upselling and cross selling of their promotions module.
Strategic Partnerships Add to Platform Value
The rehook.ai acquisition follows other platform enhancing partnerships like CleverTap’s recent partnership with Infobip to introduce RCS (Rich Communication Services). With RCS now supported on both Android and iOS (starting iOS 18), brands can now create highly interactive, multimedia rich campaigns—further cementing CleverTap’s omnichannel dominance.
Also, CleverTap’s work with clients like Ferns N Petals (FNP) shows their focus on real time automation and personalized engagement throughout the customer lifecycle.
Unified Platform for Large CRM Market
With their eyes on India’s growing USD 5.6 billion (~47,963 crore) CRM market (by 2033, as projected) and competition from MoEngage, WebEngage and global players like Salesforce, CleverTap is playing the long game. By embedding promotional capabilities into their AI powered orchestration engine, they are redefining what a customer engagement platform can do—blurring the lines between marketing automation, CRM and real time behavioral targeting.
Clever.ai—the company’s predictive AI layer—already supports dynamic segmentation, campaign experimentation and real time optimization. The addition of rehook.ai adds incentivization intelligence which directly supports conversion and retention KPIs.
Conclusion
A Strategic Inflection PointFor CleverTap, this is more than a tactical addition—it’s a strategic inflection point. It makes them a one stop shop for engagement, retention and rewards. In a world where customer loyalty is hard to win and easy to lose, this unified approach gives their clients a competitive advantage driven by data, automation and real time personalization.
As the Clevertap IPO plans in the works, this move makes the company not just a tech company—but an enabler of lifetime customer value in the age of AI marketing. For more details related to IPO GMP, SEBI IPO Approval, and Live Subscription stay tuned to IPO Central.