Over AED 200 million worth of reward points have been redeemed by members of the Etisalat Rewards Programme since its inception in 2008. Currently, Etisalat Rewards Programme has over 1.23 million registered services subscribed to. With over 750,000 members registered for the programme, it is the U.A.E.'s largest loyalty programme in terms of member base. The programme rewards its members on their total relationship with Etisalat by connecting all their accounts, thus earning points on all Etisalat services they use including Wasel prepaid, postpaid, landline and eLife. Etisalat, the leading telecom operator in the U.A.E., launched the country's first telecom rewards programme five years ago. Points can be redeemed against a host of services including free talk time, online shopping, Etihad Guest miles, and daily deals for travel and other benefits. Partnerships with 75 brands, and 2 banks offering six co-branded credit cards, ensure that customers enjoy benefits across several service providers and earn reward points with partners. Another unique benefit for customers is the ability to buy individual and family insurance products through Etisalat's partnership with Union Insurance. Members also get anniversary bonus up to 4% of their annual spend depending on their membership tier. The tier-level is dependent on a customer's annual spend on all Etisalat services registered under the rewards programme. Members can enjoy multiple services and register them for the programme as long as all of them are registered under his/her name. Khaled El Khouly, Chief Marketing Officer, Etisalat-U.A.E., said, "Our customers are at the heart of our success and a trusted partner in our growth. We bring exclusive benefits to our customers and the Etisalat Rewards Programme is one such initiative. All Etisalat customers, whether they are landline, Internet, Wasel prepaid or postpaid customers, can join the loyalty programme as the rewards Programme has benefits to suit every kind of lifestyle. "Thanks to Mobile Number Portability, more and more customers can now subscribe to our services and join this exclusive world of benefits," he added.