Airtel has discontinued the complimentary one‑year Perplexity Pro subscription that was bundled with its mobile and broadband plans. Effective 16 January, new users can no longer claim the free tier, and existing subscribers must decide whether to pay the full ₹17,000 annual fee, downgrade to the limited free version, or switch to an alternative AI service.
What Happened to the Free Perplexity Pro Offer
The free Perplexity Pro benefit was introduced as part of Airtel’s strategy to embed premium digital services into its plans. The promotion lasted for one year from activation, after which the subscription would automatically renew at the standard price unless the user cancelled. On 16 January, the free period expired and Airtel confirmed that no automatic renewals will occur.
Key Features of Perplexity Pro
Perplexity AI provides a conversational search experience powered by large language models. The Pro tier adds:
- Unlimited queries
- Priority response times
- Access to premium data sources
- Enhanced citation and follow‑up suggestions
These capabilities justify the ₹17,000‑per‑year price tag for the paid version.
Impact on Airtel Users
With an estimated 360 million subscribers, the end of the free perk creates a clear decision point:
- Renew at full price – Pay the ₹17,000 annual fee for continued premium access.
- Switch to the free tier – Accept query limits and loss of premium features.
- Explore alternatives – Consider other AI assistants that offer free or separate subscription models.
Airtel has warned users to manage renewals to avoid unexpected charges on their next billing statement.
Industry Implications
The termination reflects a broader shift among telecom operators from short‑term promotional bundles to sustainable subscription models. By replacing the AI bundle with services such as Adobe Express, Airtel is targeting creative‑productivity tools that may deliver higher perceived value at lower marginal cost.
Expert Insights
Priya Rao, AI integration specialist – “Perplexity AI’s API is easy to embed, but the cost structure of a premium AI service makes indefinite free distribution impractical. Clear sunset clauses and user notifications are essential to prevent surprise billing.”
Arjun Mehta, telecom analyst – “Carriers often test AI perks, gauge uptake, and then either scale the offering or replace it with services that have stronger ROI. Airtel’s move toward creative‑suite subscriptions suggests a focus on retaining high‑ARPU customers while keeping options open for future AI collaborations.”
Next Steps for Subscribers
To avoid unwanted charges, users should log into the MyAirtel app, review the “Digital Benefits” section, and decide before 16 January whether to continue with Perplexity Pro, downgrade, or cancel. This episode highlights the importance of evaluating the long‑term cost and utility of AI‑driven perks rather than relying solely on promotional offers.
