WazirX launches zero fee campaign to remove crypto trading barriers

WazirX has launched a new campaign titled ‘ZERO’, focused on raising awareness around the removal of trading fees on its crypto trading platform. The initiative is positioned as an effort to address one of the most persistent barriers in crypto participation, transaction costs, while supporting a broader range of users, including high-frequency traders, regular traders and non-trading investors.

The ZERO initiative is designed to deliver direct financial benefits to India’s growing crypto investor base. Indian users collectively spend thousands of crores annually on trading fees across platforms. By eliminating these fees, WazirX aims to reduce the overall cost burden on users and create a more accessible environment for both new and existing participants in the crypto ecosystem.

According to the platform, the zero fee model is intended to encourage higher participation and sustained engagement by allowing users to trade without factoring in additional transaction costs. The move reflects a shift towards a more user-centric pricing approach, particularly at a time when investors are increasingly conscious of costs and value.

Commenting on the campaign, Nischal Shetty, founder of WazirX, said, “Our user-centric approach is what made us India’s largest exchange. The belief that the customer is king is reflected on our platform, and this feature aims to reinforce that. We take customer feedback seriously and always work in their best interest.”

Shetty added that the initiative aligns with long-standing user feedback around reducing friction in trading experiences.

The campaign rollout followed a phased communication strategy. It began with a teaser film released across social media platforms and WazirX’s in-app channels, designed to build curiosity and anticipation around the announcement. This was followed by the formal launch of WazirX ZERO, communicated through a detailed blog post, an in-app pop-up notification, an announcement video across digital platforms and a series of informational emailers sent to users.

To extend reach beyond digital-first audiences, WazirX also executed a full-page newspaper advertisement. The print execution triggered additional online engagement, as users shared images of the advertisement across social media, contributing to organic amplification and conversation around the campaign.

As part of the final phase of the initiative, WazirX introduced an interactive social media task inviting users to ‘spot zero in the wild’. Participants were encouraged to post images of everyday objects or situations resembling the number zero. User submissions ranged from bank balances showing zero to creative interpretations involving household items and makeup palettes. The activity generated high levels of participation and showcased user creativity, reinforcing the campaign message in a light-hearted and shareable format.

The integrated approach combined digital, print, in-app and social engagement to maintain momentum throughout the campaign lifecycle. Since launch, the ZERO campaign has reached millions of users, according to the platform, with engagement driven by both informational content and interactive elements.

Through ZERO, WazirX positions itself as a platform focused on lowering entry barriers and responding to evolving user expectations. The campaign reflects a broader trend within fintech and crypto platforms towards simplifying cost structures and using integrated communication strategies to explain product changes clearly. By removing trading fees and backing the move with a multi-channel campaign, WazirX aims to strengthen its relevance among India’s expanding crypto community while reinforcing its emphasis on user-first decision making.