With a focus on catalyzing digital transactions in rural and semi-urban India, Idea Cellular has enabled USSD based platform for merchants and customers to safely and conveniently conduct digital transactions, using the Idea Money service. The USSD system of payments is a unique method that enables people who do not have access to a smartphone or internet data, to conduct digital wallet payments in an efficient and convenient manner, and works seamlessly on feature-phones as well as smartphones. While smartphone penetration is increasing in the country, there is a vast majority of mobile users who still operate on feature phones. In this scenario, USSD based transactions become instrumental in enabling digital payments in India. The Idea Money USSD Pull feature comes with the new and unique \u2018Pull Payments\u2019 ability for merchants allowing them to initiate receipt of payments from customers via their mobile numbers. Unlike in normal payment transactions that necessitate a customer initiating the entire flow of payment, Pull-based USSD enables a merchant to initiate the transaction flow and the customer only has to provide the OTP to the merchant, thereby making the transaction even more convenient. This platform also allows smartphone users, to pay retailers using *400#. You may also like to watch this [jwplayer SWVTtr1l] \u201cWith the unique USSD feature on Idea Money, our customers using simple feature phones will be able to digitize their payment habits and get access to features and benefits (promotions\/cash-backs) of mobile payments. With Idea\u2019s vast distribution network in India, and a strong customer base of nearly 200 million, we are confident that the new digital payment system will rapidly drive digital transactions in rural India,\u201d said CEO (Designate) Aditya Birla Idea Payments Bank, Sudhakar Ramasubramanian. Some of the merchant features include: -Simple process of creating customer id -Simple cash in process -Assisted Money Transfer to Bank or to Idea Money Wallet -Assisted Bill Payments: Mobile postpaid, Electricity, Gas and other utilities -Personal: Check Balance, Mini statement, Change Mpin With the recently launched Idea Money\u2019s Retailer Assisted Model, the company has been on-boarding online and offline retailers and merchants across geographies, allowing Idea\u2019s 200 million customer base to use its digital wallet services effortlessly.