About Smiles
Smiles is a lifestyle and rewards app from e&, the UAE telecommunications and technology group formerly known as Etisalat. It combines a loyalty programme with services such as food delivery, dining offers, groceries and shopping deals, turning rewards into an everyday app.
Smiles began as e&'s loyalty programme, allowing customers to earn points on telecom spending and redeem them for rewards. Over time, it evolved into a broader app offering services beyond loyalty, aiming to become part of users' daily routines.
Food delivery is one of the key features. Users can order from restaurants through the app, often with discounts and offers that are exclusive to Smiles members. Grocery delivery and dining offers, such as discounts at participating restaurants, extend its role in everyday spending.
The loyalty element remains central. Users can earn and redeem Smiles points across services, which encourages them to use the app regularly. Subscription options may provide extra benefits, such as free delivery or additional discounts.
Being part of e& gives Smiles access to a very large customer base in the UAE and the ability to integrate with other e& services, including the e& money digital wallet. This ecosystem approach resembles super app strategies seen in other markets, where one company offers many services within a single app.
For merchants and restaurants, Smiles provides a way to reach e&'s customers through offers and promotions, helping them attract new diners and orders.
The UAE has a crowded market for delivery apps and loyalty programmes, with dedicated delivery platforms, banks, retailers and airlines all offering rewards and services. Telecom companies have increasingly moved into lifestyle services to increase engagement with their customers.
High smartphone use and strong demand for convenience make the UAE a natural market for lifestyle apps combining delivery and rewards.
Smiles shows how a telecom loyalty programme can become a consumer lifestyle platform, and it is listed on Startups UAE among the country's rewards and lifestyle apps.
Smiles began as e&'s loyalty programme, allowing customers to earn points on telecom spending and redeem them for rewards. Over time, it evolved into a broader app offering services beyond loyalty, aiming to become part of users' daily routines.
Food delivery is one of the key features. Users can order from restaurants through the app, often with discounts and offers that are exclusive to Smiles members. Grocery delivery and dining offers, such as discounts at participating restaurants, extend its role in everyday spending.
The loyalty element remains central. Users can earn and redeem Smiles points across services, which encourages them to use the app regularly. Subscription options may provide extra benefits, such as free delivery or additional discounts.
Being part of e& gives Smiles access to a very large customer base in the UAE and the ability to integrate with other e& services, including the e& money digital wallet. This ecosystem approach resembles super app strategies seen in other markets, where one company offers many services within a single app.
For merchants and restaurants, Smiles provides a way to reach e&'s customers through offers and promotions, helping them attract new diners and orders.
The UAE has a crowded market for delivery apps and loyalty programmes, with dedicated delivery platforms, banks, retailers and airlines all offering rewards and services. Telecom companies have increasingly moved into lifestyle services to increase engagement with their customers.
High smartphone use and strong demand for convenience make the UAE a natural market for lifestyle apps combining delivery and rewards.
Smiles shows how a telecom loyalty programme can become a consumer lifestyle platform, and it is listed on Startups UAE among the country's rewards and lifestyle apps.