Claro launches restructured loyalty program for Brazilian customers

Claro has introduced a redesigned version of its loyalty program, Claro clube, replacing the previous points-accumulation system with a four-tier category model. The new structure is based on the number of services contracted under a single CPF, rather than time spent with the company.

The four categories are:

• Claro clube: The entry level, including prepaid users such as Prezão. • Prata: For customers with a single service, such as Claro fibra, Claro tv+, or postpaid plans. • Ouro: Aimed at those combining multiple offers, specifically the Claro multi plan. • Rubi: Reserved for customers with the most extensive service portfolios for their families.

More than 54 million individual customers are automatically enrolled in the program without the need for prior registration. Benefits are managed through the Minha Claro app, which provides personalized offers based on user profiles. Under this new model, points are no longer exchanged for prizes but serve exclusively as a metric to determine a customer's category level. The classification updates automatically whenever a service is added or canceled.