From ‘free for a year’ to card-on-file: How Airtel and Perplexity’s AI bundle is testing consumer trust

In a bold move earlier this year, Bharti Airtel joined forces with the AI startup Perplexity AI, heralding what many viewed as a transformative offer for Indian consumers. Airtel promoted a full year of Perplexity Pro, the premium version of the AI service, free of charge for both prepaid and postpaid customers. The catch? There were no upfront payment requirements or conditions—just activation through the Airtel Thanks app. However, less than six months into this initiative, the narrative has shifted dramatically. Users who took advantage of the initial offer are now being prompted to enter credit or debit card information to maintain access to Perplexity Pro, raising eyebrows and sparking frustration. This change comes despite the promise of a full year of complimentary access, leaving many feeling misled. One disgruntled customer voiced their concerns on social media, stating, "Airtel advertised 1 year Perplexity Pro free with recharge. After just 3 months, Pro access is gone and payment is being demanded. This is not what was promised." The situation has been further complicated by Perplexity's lack of clear communication regarding the changes. While the Airtel app still displays the original offer terms, Perplexity has modified its global onboarding process for Pro subscriptions, leading to confusion among users. An email from Perplexity indicated that a valid payment method is now required to continue using the trial, with charges only applicable after the trial period ends unless canceled. This has transformed the once straightforward offer into what feels like a hidden trial subscription. Airtel has maintained that there has been no alteration in the commercial terms of the agreement, asserting that users will not be charged automatically once the free period concludes. However, the payment prompts stem from Perplexity’s billing system, creating ambiguity around customer accountability. Experts have pointed out that Airtel, as the provider of this bundled benefit, cannot distance itself from the matter of user communication. From Perplexity's viewpoint, the card requirement serves as a filter to differentiate between casual users and those genuinely interested in transitioning from free trials to paid subscriptions, potentially aiding in identifying serious customers. As the Indian market becomes increasingly competitive in AI services, with other telecom companies also rolling out similar offers, the issue of consumer trust is now at stake. The initial simplicity of these bundled services is being questioned, with industry analysts suggesting that the lack of transparent communication about changes could lead to regulatory scrutiny. In a country where consumers often hesitate to share card information for fear of unwanted charges, the recent developments have only heightened anxiety around digital subscriptions. Many users prefer to maintain control over their payment obligations, and the unexpected request for card details has left them feeling uneasy. This situation raises critical questions about the viability of paid AI tools in a market that is traditionally cautious about subscription models. While many users have sampled free AI services, converting them into paying customers remains a significant hurdle. Nevertheless, some experts remain optimistic about the long-term potential of paid AI services, suggesting that a solid base of users already exists in India, which bodes well for both Airtel and Perplexity.