Case Study: Tell-a-Tale Wins Big with Subscription Payments in Africa


Written by: iPay

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How Recurring Billing Works

Posted on June 14, 2024

Case Study: Tell-a-Tale Wins Big with Subscription Payments in Africa

By: iPay


Tell-a-Tale Company Limited stands out as a beacon of innovation and tailored email marketing solutions, focusing on the travel, tourism and hospitality sectors across East Africa. Specialising in 360 email marketing solutions that include cloud-based email signatures and banners, bulk mail and opt-in emailers and Search Engine Optimisation they have changed how businesses connect with their audiences. However, the journey has not been without its challenges in the collection of payments primarily that need to be sent on a recurring basis. They needed an automated payment solution that matched their high standards of service.

Here's how iPay became the company's payment service provider for a more seamless payment collection.



“The slow payment process after agreement with its clients particularly, the cumbersome process of having to follow up with payments which would take up to a week.” Kevin Wabungo, Digital Marketing Manager points out.

Initially, the back and forth with their customers caused a bit of frustration for both parties. with most transactions requiring approvals on the clients’ side and delays on Tell a Tale’s side. Additionally, the payment process was fraught with the businesses not being sustainable considering that they also needed to offset payments to their suppliers and expenses as well. This scenario presented a multifaceted problem for the Tell-a-Tale Team—how could they streamline the payment collection process, ensure payments are made on time, enhance customer trust and make their suppliers happy?



Tell a Tale sought a partner who would give them innovative solutions to transform the way its consumers paid for their services. To achieve this, Tell-a-Tale recognized the importance of partnering with a reliable payment solution provider and they turned to iPay for assistance.

They needed a solution that would ease how they collected payments and satisfy their suppliers too. They needed to be sustainable.


Results Achieved

The take up of the solution came with a lot of experiences. “Most of our clients loved and took up the solution. There are some that resisted the solution pretty much which led to us losing some clients. Funny enough, they came back. They still needed our solution and came to realise that the payment process wasn’t as bad as they thought. This also gave us the affirmation that our solution really does make a difference in our clients’ processes,” Kevin Wabungo, Digital Marketing Manager highlights.

The implementation of these solutions and improvements led to significant achievements for Tell-a-Tale Company Limited, notably:

Increased revenue: Tell a Tale experienced a surge in revenue as the simplified payment process attracted a sustainable business model. The seamless automated billing experience has resulted the ability to upsell and cross-sell additional products and services through customised subscription offers.

Enhanced customer experience: Suppliers appreciated the timeliness of payments which was brought about with timely payments from customers, leading to improved satisfaction and loyalty. Additionally, clients appreciate the convenience of automatic payments and the ability to customize their subscription plans according to their preferences. Market leadership: Driving innovation and projecting to grow beyond East African borders.

Improved Operational Efficiency: By automating billing tasks, Tell-a-Tale has reduced the time and resources required for manual invoicing, thereby improving operational efficiency.

How Recurring Billing Works iPay's recurring billing works by automating the payment process for regular transactions. Customers enjoy the ease of "set it and forget it" payments, while businesses benefit from timely, consistent cash flow.

How Recurring Billing Works
How Recurring Billing Works


Getting Started with Recurring Billing:

To get started with iPay's recurring billing on our dashboard, follow these simple steps:

  1. Access your iPay dashboard with your credentials.
  2. Select 'Recurring Payment' and then 'Recurring Billing'.
  3. Click 'Add Billing' and fill in the necessary details.
  4. Click ‘Submit’ to activate the billing cycle.
  5. Monitor your transactions directly from the dashboard.



If you take a closer look, you’ll discover that the products you use every day utilize recurring billing. That’s the best part of subscription services — they’re convenient for the customer and provide continuous revenue to the business.

If done well, subscription businesses create extremely loyal, repeat customers—and repeat customers spend 67% more than new customers. This is the premise of customer lifetime value and one of the most important factors in determining a business’ success. Shoppers receive a convenient, personalized and lower-cost way to buy what they want and need on a recurring basis.

If you need any assistance or have questions, don't hesitate to contact us. Our dedicated team is here to guide you every step of the way.

Email: [email protected]

Call: +254 734 441 111/+254 791 444 111

WhatsApp: +254 713 129623


To learn more about Tell-a-Tale and their solutions, visit their website here:

In Case You Missed It…

Get to hear from Tell-a-Tale, where they talk about their journey with our Recurring Billing feature.

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