Bharti Airtel has updated the eligibility requirements for customers accessing Perplexity Pro as part of its bundled digital services, introducing a new condition that requires users to maintain an active Airtel SIM card. The change affects subscribers who were previously able to use the AI-powered research and search tool without meeting additional account verification criteria.
Perplexity Pro, a premium version of the AI-driven search and information platform Perplexity, offers enhanced features such as access to advanced AI models, faster response times and deeper research capabilities. Airtel had earlier partnered with Perplexity to offer complimentary Pro access to select customers as part of its value-added digital ecosystem.
Under the revised framework, users must now verify their eligibility through an active Airtel mobile number to continue accessing the free Pro subscription. This requirement aligns the benefit more closely with Airtel’s telecom services, ensuring that only current customers can avail of the offer.
The move reflects a broader trend among telecom operators to tighten eligibility around bundled digital services. As partnerships with AI platforms, streaming services and productivity tools expand, service providers are increasingly linking benefits to active subscriptions to manage costs and prevent misuse.
According to Airtel, the updated requirement is intended to streamline access and maintain the integrity of the offering. By linking Perplexity Pro access to an active SIM, the company aims to ensure that the benefit remains exclusive to its customer base rather than being shared beyond intended users.
For existing users, the change means that access to Perplexity Pro may be discontinued if the associated Airtel SIM is inactive or no longer in use. Users who meet the new requirement can continue to use the service without additional charges, provided their mobile number remains active.
The update has drawn attention because Perplexity Pro is positioned as a high-value AI service. The platform has gained popularity for its ability to provide cited answers, conduct structured research and support tasks such as writing, analysis and summarisation. Offering such a service at no additional cost has been seen as a differentiator for telecom operators seeking to enhance customer retention.
Industry analysts note that bundling AI tools with telecom plans reflects changing consumer expectations. As artificial intelligence becomes more integrated into everyday workflows, access to premium AI services is emerging as a potential loyalty driver alongside traditional offerings such as data, voice and entertainment.
At the same time, providing free access to premium AI platforms comes with associated costs. AI services require significant computing resources, and telecom partnerships must balance customer value with financial sustainability. Tightening eligibility criteria is one way operators can manage demand and ensure benefits are aligned with revenue-generating subscriptions.
The revised requirement also highlights the evolving role of telecom operators as digital service aggregators. Beyond connectivity, companies like Airtel are positioning themselves as gateways to a wider ecosystem of digital tools and services. However, as these ecosystems grow, clearer boundaries around access and eligibility are becoming necessary.
For users, the change underscores the importance of understanding the terms associated with bundled digital benefits. While the core Airtel service remains unchanged, value-added offerings may be subject to periodic revisions as partnerships and commercial terms evolve.
The Perplexity Pro integration is part of a larger wave of AI adoption in consumer-facing services. AI-powered search and research tools are increasingly being used by professionals, students and everyday users seeking faster and more contextual access to information. Telecom partnerships help such platforms reach a wider audience while offering customers added utility.
Airtel has not indicated any changes to the pricing or feature set of Perplexity Pro itself. The update is limited to access conditions, with the service continuing to offer its existing capabilities to eligible users. Customers who do not meet the new requirement can still access Perplexity’s free tier independently.
The development also reflects growing competition among telecom operators to differentiate offerings beyond price and network quality. Digital bundles, including AI tools, cloud storage and content platforms, are becoming central to customer engagement strategies. Adjustments to these bundles are likely as operators refine their approaches based on usage patterns and cost structures.
Consumer response to the updated requirement is expected to vary. While some users may view the change as a minor administrative step, others who relied on the service without an active SIM may see it as a limitation. Telecom operators must balance such trade-offs while maintaining transparency around service terms.
From a broader perspective, the update illustrates how AI services are increasingly being woven into commercial partnerships. As AI tools transition from novelty to utility, questions around access, pricing and sustainability are becoming more prominent.
For Airtel, reinforcing the link between Perplexity Pro and active subscriptions supports its broader strategy of enhancing customer lifetime value. By offering meaningful digital benefits tied to core services, the company aims to strengthen engagement and reduce churn in a competitive market.
As AI adoption continues to accelerate, similar adjustments are likely across other bundled offerings in the telecom and technology sectors. Partnerships will evolve as companies seek to align user demand with operational and financial considerations.
The change to Perplexity Pro access marks a small but notable shift in how AI services are packaged and distributed. It reflects a maturing ecosystem where premium AI capabilities are increasingly treated as strategic assets rather than standalone perks.