Plum is one of India's leading employee benefits platforms. They help companies offer health insurance and other coverage to their employees, handling everything from onboarding and policy issuance to claims and renewals.

For Plum, almost every important conversation happens on WhatsApp. Be it sales cycles, client relationships, or claims queries.

Two teams at Plum run completely different workflows on WhatsApp, and as the business grew, both hit the same ceiling. The tools weren't keeping up.

- 25 agents, 20,000+ clients, and no way to see what was happening across any of it

The Personal Insurance Sales team, led by Atul and Dhairya, runs a high-intent pipeline of clients who come in through the Plum app already interested in term insurance or other personal insurance products.

The sales cycle is structured: send a quote, follow up, close the payment. All of it happens over WhatsApp over the course of roughly a month.

The problem wasn't the clients or the process. It was the tooling. The team was running on a WhatsApp Business API platform that had started to buckle under the volume. Three issues in particular were creating real friction:

• The 24-hour messaging window was a persistent blocker. If a client went quiet for a day, agents couldn't send a regular follow-up. They were forced to use pre-approved templates, which felt impersonal and, worse, often didn't deliver reliably. In a sales cycle where a warm follow-up can be the difference between a conversion and a dropped lead, this was costly.

  
  

• Broadcast campaigns were unreliable. Reaching clients at scale for offers, reminders, or product updates was inconsistent. Some messages would land, others wouldn't. The team couldn't trust the channel for any kind of coordinated outreach.

  
  

• The biggest operational gap: every agent was operating off a shared number. Managers had no way to see individual conversations. There was no audit trail, no way to review how a specific agent had handled a client, and no accountability mechanism.

"Everyone was on the same number. Managers couldn't see what individual agents were doing, and there was no way to review conversations or hold the team accountable. At our scale, that wasn't something we could keep ignoring."

— Atul, Personal Insurance Sales Lead, Plum

- 15 people, 5,000+ groups, and no way to know what was falling through the cracks

Plum's Customer Success team manages the company's relationships with the HR departments of its corporate clients. Each client gets a dedicated WhatsApp group — one group per company, containing the HR contact and the relevant Plum CS team members. 

That's where all the work happens: onboarding new employees onto insurance plans, answering claims queries, managing renewals, and resolving policy questions. It's live, ongoing, and relationship-critical.

15 people managing 5,000+ active groups. At any given moment, messages are landing across hundreds of those groups simultaneously. Before Periskope, the team was managing this entirely through native WhatsApp, which meant no central view, no ownership model, and no way to enforce response times.

The failure mode was predictable: 

- A message would land in a group, and because nobody had explicit ownership of it, it would sit there. Maybe it would get picked up in a few hours. 

- Maybe it would get missed entirely. For small clients, delayed responses are friction. For large enterprise clients, they're a churn risk.

"With 15 people across 5,000 groups, things were inevitably falling through. There was no central view, no way to assign ownership, and no escalation path when something sat unanswered. We needed a system, not just an app."

— Customer Success Team, Plum