Dialing Up Transparency: Zomato’s Bold Move to Share Customer Numbers with Restaurants

Updated: November 21, 2025 05:11

Image Source: Miracues

Food delivery giant Zomato is piloting a new feature that allows customers to voluntarily share their phone numbers with restaurants. The initiative, aimed at boosting transparency and direct engagement, responds to long-standing demands from the National Restaurant Association of India (NRAI). Privacy concerns remain, but users retain full opt-in control.

Zomato, India’s leading food delivery platform, is testing a significant change in its data-sharing practices. In a pilot program, the company will allow customers to voluntarily share their contact numbers with restaurants they order from. The move is part of Zomato’s broader transparency push and comes after years of debate with the National Restaurant Association of India (NRAI), which has long sought greater visibility into customer relationships.

CEO Aditya Mangla confirmed that the feature is in its early stages. Customers will see a pop-up prompt after placing orders, asking if they wish to share their phone number with the restaurant. Once consent is given, the information cannot be withdrawn, and restaurants may use it for marketing and promotional communication.

Major Takeaways

Pilot Program: Zomato is testing the feature with limited users before a wider rollout.

Opt-In Consent: Customers have full control—numbers are shared only if they agree.

Industry Context: The move addresses NRAI’s decade-long demand to end “data masking” and give restaurants direct access to their patrons.

Privacy Concerns: Critics argue that sharing numbers could lead to unsolicited marketing calls, raising questions about consumer data protection.

Competitive Impact: Reports suggest rival platforms like Swiggy may follow suit, potentially reshaping India’s food delivery ecosystem.

Customer Benefits: Direct communication could mean exclusive offers, loyalty rewards, and personalized service from restaurants.

Notable Updates

The feature is designed to strengthen restaurant-customer relationships, moving beyond Zomato’s intermediary role.

Privacy advocates urge caution, highlighting the need for robust safeguards against misuse of personal data.

The initiative reflects a broader trend of platforms balancing transparency with consumer trust.

Conclusion: Zomato’s decision to allow customer number sharing marks a turning point in India’s food delivery industry. While it promises stronger restaurant engagement and potential customer benefits, the success of the initiative will hinge on how well Zomato manages privacy concerns and ensures that transparency does not compromise trust.

Sources: Moneycontrol, Firstpost, Deccan Herald, Outlook Business

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