Meet “Raya” by Umniah by Beyon the smart chatbot redefining the digital customer experience

As part of its ongoing commitment to digital transformation and continuously enhancing customer experience, Umniah by Beyon has launched “Raya,” a smart conversational assistant designed to simplify and elevate the digital customer journey across its channels. Introduced in 2025 and powered by advanced artificial intelligence, Raya marks a key step in Umniah’s evolution as a modern digital telecommunications provider focused on making customer interactions faster, smarter, and more intuitive.

Raya was launched as part of Umniah’s customer-centric strategy, which places innovation at the service of customers. Unlike traditional rule-based chat systems, the smart assistant enables intelligent, interactive conversations that closely mimic human interaction, accurately understanding customer needs and responding with speed, precision, and efficiency.

Developed with a human-centric digital identity, Raya reflects Umniah’s approach to leveraging technology to better serve its customers. It delivers instant, personalized support across a wide range of services, including general inquiries, complaint handling, billing and balance-related questions, plan changes, and a highly advanced capability that sets it apart: diagnosing technical issues and providing immediate solutions. This enables many customer concerns to be resolved from the first interaction, without escalation or waiting times.

Raya is available 24/7 across all Umniah digital channels, including the company’s website, the Umniah app, and WhatsApp. This round-the-clock availability reduces waiting times, improves service efficiency, and empowers customers to complete their requests quickly and conveniently, without the need for direct contact with customer service agents.

Commenting on the launch, Khaldoun Sweidan, Chief Commercial Officer at Umniah, said, “Raya represents an important step in Umniah’s digital transformation journey and reflects our commitment to delivering a seamless digital experience that exceeds customer expectations. More than a support tool, Raya is an intelligent solution that simplifies the customer journey and delivers instant, effective responses around the clock.”

He added, “We continue to invest in advanced technologies that strengthen our digital channels and align with global best practices, in line with our vision to lead the market as a modern digital telecommunications company and continuously redefine the customer experience.”

The launch of Raya further strengthens Umniah’s leadership in adopting artificial intelligence within Jordan’s telecommunications sector, introducing a new customer service model built on speed, efficiency, and intelligent digital engagement, in line with the company’s strategy to simplify services and accelerate digital adoption.