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Telekom Macedonia is the country’s leading telecommunications company and part of the Deutsche Telekom Group, one of Europe’s largest telecom networks. Through its flagship platform, One App Macedonia, the company provides a seamless experience that brings together mobile, broadband, and digital services.
The average person gets around 146 notifications a day, about one every ten minutes. Most of them get ignored. People are flooded with alerts from multiple apps, so breaking through that noise is tough. You have roughly three seconds to catch someone’s attention before they swipe it away, which means the job is less about being louder and more about saying something worth hearing. For the One App team at Telekom Macedonia, that meant moving away from generic mass messages and focusing on what matters: making every notification personal, relevant and timed to when it is genuinely useful to the user. Doing that for thousands of people in different languages is not something you can manage by hand, so they turned to AI to handle scale without losing the human touch. The goal is simple. Less spam. More impact. A better chance that each message gets noticed and acted on.
Soon after rolling out three advanced features (on the advice of the MoEngage Customer Success team) from the MoEngage platform, One App Macedonia completely changed the way its team connects with customers. They started using Intelligent Path Optimizer to tailor message journeys for Macedonian, Albanian, and English speakers. Merlin AI was brought in to quickly create clear, accurate copy in multiple languages without bogging the team down in rewrites. Best Time to Send helps them deliver each message at the moment it is most likely to be read. Together, these tools have streamlined their work and made every interaction more timely and more relevant to each user.
Using Intelligent Path Optimizer (IPO), the team built separate message flows for Macedonian, Albanian, and English users. Each flow tested different versions of the same message, and IPO quickly spotted the one that resonated most with each audience. Once the winner was found, it was sent to more people in that segment automatically, with no manual tweaking from the team. During the “Instant Internet Gift” campaign, this changed everything. Before IPO, everyone got the same message in the same format. After IPO, the most engaging version was identified almost instantly and pushed to the right users. The impact: click‑through rates jumped from 23.59% to 27.43%, a 16.28% increase. Conversions also increased from 25.8% to 27.43%, a 6.32% lift.
With AI copywriting built into MoEngage workflows, the team can instantly produce variations in Macedonian, Albanian, and English and test them against manually written versions. This makes it easy to see which tone and wording connect best with each customer group. In one example, the AI generated titles and descriptions were more direct, tangible, and compelling than the manual copy, which showed in higher engagement rates. Merlin AI for copywriting not only produces strong suggestions, it frees up valuable time. Telekom Romania, also part of the Deutsche Telekom Group, for instance, saves about 15 hours a month that used to be spent on manual writing. A big driver of these results is clarity. AI crafted titles and descriptions spelled out the value of each offer so customers knew exactly what was in it for them and acted more quickly. Paired with language specific branching, every customer got messages in their own language written in a style that felt natural to them. As a result, all three language groups responded more because the messages felt relevant, familiar and easy to act on.
When a message lands is almost as important as what it says. Best Time to Send uses each person’s behaviour to figure out when they are most likely to open and click. For some that was early morning, for others mid‑afternoon, and for another group late at night. Timing messages for each person pushed total clicks up by more than 80% while cutting notifications by 35%. It showed that fewer, well‑timed messages work better than flooding people with constant updates that get ignored. Bringing it all together, Intelligent Path Optimizer delivered the most engaging versions, AI copywriting produced quick and compelling messages, and Best Time to Send made sure they reached people at the moment they were most receptive. For Telekom Macedonia’s One App, this has created campaigns that feel personal and relevant. The results were not one‑off wins but the start of a repeatable way to keep customers interested and responsive.
MoEngage remains a trusted strategic partner. Their guidance and insights have steadily improved how we engage and retain customers and the positive change speaks for itself.
MoEngage’s native AI capabilities helped us focus on sending the right messages instead of more messages. We saw measurable performance gains, and our customers noticed the difference
For the One App team, the MoEngage Customer Success group was not just a point of contact. They acted as strategic partners. Together they reviewed campaign goals, studied user behaviour, and aligned messaging with the company’s business priorities to create an approach that was both focused and sustainable. Their recommendation to use Intelligent Path Optimizer and Best Time to Send delivered significant gains with minimal extra work. It proved that small, well‑planned changes can drive big lifts in engagement, conversion, and customer satisfaction.
If you are interested in more stories from the Deutsche Telekom group, explore how the Magenta App in Austria and Telekom Romania’s One App improved engagement and reduced notification fatigue using MoEngage’s AI capabilities.
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