MobiKwik is a popular e-wallet app used for digital transactions across India. On the 29th of May, Google play store removed the app from the market, citing the reason to which Google said the app had links to contact tracing the Aarogya Setu app.
Why MobiKwik Got Removed In The First Place?
Multiple FinTech firms across India including MobiKwik were asked to include a link to Aarogya Setu for download. It was a part of the approach that was made mandatory by the Reserve Bank of India to boost the downloads of the contact tracing app and help to fight the battle against Coronavirus. Mobikwik, just like any other Fintech company such as Paytm followed the guidelines.
As said by Mr. Singh, CEO of Mobikwik when speaking to NDTV, he said that the app was removed for its links to the Aarogya Setu app and as it violated Google play store’s ad policy. What wrong could have possibly went wrong with Mobikwik which never happened with other e-wallet companies?
Mobikwik had already received a warning from Google regarding its link to Aarogya Setu a week before the app was taken down. When Mobikwik contacted Google, they said it was a mistake. However, Google went on to remove the app without warning.
Possibly the area of ad placement in promoting the Aarogya Setu app might have triggered the removal from play store. Whether reference to Aarogya Setu app should be in front, outside the main UI, or in the menu bar – anything from the above can be Google’s ad policy that Mobikwik seems to have violated which caused a sudden removal.
It should also be noted that linking a particular type of app, especially in fintech companies that handle millions of transactions, even the slightest mistake can bring the entire app down. Also, Google’s ad policy is strict especially in e-wallet kinds of app.
If the above-mentioned reasons are looked upon, then why only Mobikwik was targeted? Why not other companies such as Paytm, FreeCharge, PhonePe, etc having the same ad reference as Mobikwik were not warned? NDTV gadgets have written to Google to sought an explanation to have further clarity on this matter and a reply to which is pending on the part of Google.
As of now Mobikwik app is fully functional resuming with its normal operations.