From “Unused IVR Short Codes” to Interactive Offers: Unifun & Mascom Botswana Launch Wrong IVR Advertising Channel

Unifun and Mascom Botswana launched the Wrong IVR Advertising platform on September 12, 2025.

The concept is simple: when subscribers dial unused IVR short codes by mistake, instead of hearing the usual “invalid number” message, they now hear targeted and interactive audio promotions. With just a single keypress, subscribers can instantly activate the advertised service if it matches their needs.

This channel transforms wasted traffic into valuable marketing opportunities in Mascom’s network for now. Mascom can use the Wrong IVR to promote any type of offer, including value-added services, data, voice and SMS bundles, recharge campaigns, and other services.

To maximize response rates, Wrong IVR supports advanced targeting technology that delivers promotions based on criteria such as a subscriber’s balance, active services, or preferred language. This ensures that the most relevant offer reaches the most relevant customer.

We are glad to start this project with Mascom and believe it will bring real value to both the operator and its subscribers.