Royal Mail launches its first consumer app

Royal Mail launches its first consumer app

Royal Mail has launched its first consumer app, called Swapshots, which can customise, print, post and deliver photos within three days. The app is free and available to download from Google Play and the App Store. The cost of using the service is 85 pence per image. Credit can be bought either via a debit or credit card or through PayPal.

Explaining how Swapshots works, Royal Mail said: “Tapping into the current personalisation trend, Swapshots gives users the opportunity to customise their pictures. They can add a message, coloured filters and a unique overlay design – such as a moustache, drinking straw or hat – to their photo. Once they are happy with their image and have entered the delivery address, Royal Mail will then print the image before delivering it in an envelope.”

Charlie Herbert, multichannel customer experience director at Royal Mail, commented: “It’s well-known that e-commerce has driven growth in UK parcel delivery. It’s less well-understood that growth in digital photos is helping to sustain the popularity of the printed image. Royal Mail is uniquely positioned to bring these two elements together.”

Herbert added that Royal Mail hopes Swapshots will “bring the joy of sending and receiving mail to a whole new generation of customers”.

More information about the app is available at


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