Claro is launching a reformulation of its loyalty program, Claro Clube, which will now serve more than 54 million customers. According to information exclusively disclosed to Tecnoblog, this update includes customers on the Prezão prepaid plan, with the change taking effect starting in January 2027.
The new system abandons the concept of point accumulation. Instead, the benefits granted to users will be determined by the category they belong to, and this category is defined by the services the customer has contracted. This model is more similar to programs used by airlines and comprises four levels: Claro Clube, Silver, Gold, and Ruby.
The benefits offered include the possibility of redeeming cashback in Pix or shopping vouchers with partners such as Natura, C&A, Outback, Riachuelo, and Bob’s. There are also discounts on cinema tickets, in collaboration with Cinépolis, and pre-sales of football games valid for 14 Brazilian clubs. Members in the Ruby category have access to exclusive experiences, such as events sponsored by Claro, including the Rio Open and the SP Open.
The operation of Claro Clube is managed through the Minha Claro application, where the customer can check their category, access available offers, and view partner brands. The operator also ensures that the application suggests the advantages most relevant to each user's individual profile.
Customer classification is established based on a relationship score, calculated from the products contracted under the same CPF. It is important to note that these points are not intended for accumulation or exchange for prizes, but rather to place the customer in one of the categories. Each contracted service attributes a specific number of points:
The initial category, Claro Clube, corresponds to 0 points. The Silver level ranges from 1 to 5 points, Gold from 6 to 15, and Ruby starts from 16 points. These points remain linked to the contract holder's CPF; dependents do not contribute points to the main CPF, and only the holder can enjoy the benefits, according to documentation seen by Tecnoblog.
The company provided an illustrative example: a customer who has Claro Fiber residential (4 points), Claro Fiber at the beach house (4 points), a Claro Post line (4 points) with two additional lines (2 x 2 points), and a Claro TV+ (4 points) totals 20 points, classifying them as a Ruby customer.
For those who have already accumulated points in the previous Claro Clube, the balance will not be lost immediately. Redemptions will continue normally until December 31, 2026, a period slightly longer than two months after the start of the new program, whose transition will occur on January 1, 2027.
According to Claro, this new format was conceived after research conducted with consumers in recent months, which indicated a preference for immediate use benefits, the ability to choose the advantage, and partnerships aligned with daily life. Marcio Carvalho, Claro's marketing director, stated in a press release: 'We created a simpler, more comprehensive program that is more connected to people's daily lives.'
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