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PAYWISE — APPROVED & BANNED WORDING REFERENCE
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Version: 1.1 | May 2026 | Confidential
Apply this file to every piece of copy, regardless of channel,
length, or format — including single-line CTAs and subject lines.
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SECTION 1 — WORD & PHRASE REPLACEMENTS
(Left = BANNED / Right = USE THIS INSTEAD)
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"queues"                    → "payment lines"
"seamless experience"       → describe the specific outcome
                              e.g. "pay in 30 seconds"
"easy" / "simple" / "fast"  → use specifics: "3 steps",
                              "30 seconds", "next business day"
"solutions"                 → name what it actually does
                              e.g. "bill payments", "card acceptance"
"empower"                   → name the specific benefit
"digital-first"             → remove entirely
"cashless revolution"       → remove entirely
"go cashless"               → remove entirely
"the future of payments"    → remove entirely
"utilise" / "utilize"       → "use"
"facilitate"                → use a plain verb (pay, send, accept)
"fund your e-money account" → "load your wallet"
"initiate a transfer"       → "send money"
"process a payment"         → "pay a bill"
"256-bit encryption"        → "Licensed by the Central Bank of T&T"
"bank-level security"       → "Licensed by the Central Bank of T&T"
"instant transfer"          → "same day" or "in minutes"
                              (only if confirmed for that corridor)
"replaces PayPal"           → "works where PayPal doesn't"
"replaces Stripe"           → "no US tax ID required"


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SECTION 2 — ALWAYS USE THESE
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BRAND NAME
  PayWise — always one word, capital P, capital W

TRUST CREDENTIAL — MANDATORY on all first-impression touchpoints
  "Licensed by the Central Bank of Trinidad and Tobago"
  (Use the full phrase. Do not shorten to "CBTT-licensed"
   in consumer-facing copy unless the full phrase has
   already appeared in the same piece.)

APPROVED TAGLINES — use as-is, do not paraphrase
  "Your Money, Your Way"
  "The Sure Alternative"
  "Change the way you pay"
  "Bills? Handled."
  "Faster than your bank. Seriously."
  "Pay on time. No payment lines. No delays."

FEES — always state exact figures, never vague claims
  Wallet-to-wallet:          FREE
  Bank transfer out:         $2.00 TTD
  Card transaction:          3.5% + $3.00 TTD
  Agent bill commission:     $2.00 TTD per payment
  Agent T&TEC/WASA commission: $0.50 TTD per bill
  Agent top-up commission:   3%
  T&TEC / WASA commission:   $0.50 TTD per bill ← state the actual
                                    rate upfront in agent copy


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SECTION 3 — TONE IN ONE LINE PER AUDIENCE
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Consumers:    Trusted local friend. Specific. No jargon.
Merchants:    Lead with payout speed and zero hardware.
Agents:       Formal, factual, no hype. State the WASA/T&TEC
              commission rate ($0.50/bill) immediately — never bury it.
Diaspora:     Show the exact fee saving. Address receiver
              experience before sender experience.


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SECTION 4 — COMPETITOR REFERENCES
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PayPal:   "PayPal doesn't settle into your T&T bank account.
           PayWise does." — never claim global replacement.
Stripe:   "No US tax ID required." — never claim replacement
           for international payments.
WiPay:    State factual differences only (settlement speed,
           verification time). No mockery.
West. Union: Always use specific fee comparison:
           "$800 via Western Union ≈ $72 in fees.
            Via PayWise ≈ $5."

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