WiFly OpenRoaming Guest Wi-Fi Technology

Main article: Wi-Fi (Wireless Fidelity) - 802.11 wireless standard

2025: WiFly OpenRoaming launch

The ClientPulse platform (OOO 'WiFly') on December 17, 2025 announced the launch of WiFly OpenRoaming, a guest Wi-Fi technology that completely changes the model of client interaction with the Internet in public spaces. Unlike traditional solutions, where a visitor has to go through the authorization process and welcome pages, enter a phone number and confirm the code every time, WiFly OpenRoaming provides an instant and fully automatic connection. Authorization is performed once (on the first connection), after which the user's device connects to any WiFly network in Russia independently, without any actions from the client.

For business, this opens up opportunities for managing customer experience. Visitors to restaurants, coworking spaces, hotels, shopping centers, office spaces and PVZs gain access to the network immediately after entering the premises, which significantly increases the level of service and improves the experience of interacting with the brand. Research by international operators OpenRoaming shows that simplified network access increases customer returns and increases estimates of interaction with the service - the Russian market expects a similar effect, especially in the competitive segments of HoReCa and coworking spaces.

Along with the automation of the connection, the business is able to collect more accurate data on the behavior of visitors through flyLogin: phone numbers, MAC addresses, frequency of visits and length of stay. This increases the efficiency of the CRM mechanic, makes it possible to launch personal communications when a client or guest enters the room and increases the effectiveness of retargeting and look-alike campaigns in advertising systems. WiFly OpenRoaming does not limit the usual marketing tools, but increases their effectiveness by using additional user metrics.

The security issue deserves special attention. In traditional guest Wi-Fi networks, the connection between the user's device and the access point is usually not encrypted, which creates the risk of data interception. OpenRoaming uses an encrypted enterprise-level channel, so that the transmitted information is reliably protected from interference. Authorization passes through services familiar to the user - SMS, callback, Alpha ID, Sberbank ID, Yandex ID, and others, and the processing of personal data fully complies with the norms of Russian law.

The launch of OpenRoaming in Russia can be considered a landmark event. The technology has already become standard at major airports, universities and public space networks around the world. Its main idea is to create a single ecosystem in which the user does not need to think about connecting to the Internet. Global trends show that it is automatic Wi-Fi networks that are becoming a new mandatory element of modern infrastructure, and the Russian market is ready for this transition.

From a technical point of view, the system operates on the basis of a digital certificate, which is installed on the user's device at the first authorization. This certificate serves as an electronic key that automatically confirms the identity of the guest and creates a secure data channel. It lasts indefinitely until the user manually deletes it, and is equally suitable for smartphones on iOS, Android and computers on macOS and Windows. The installation process takes less than a minute and does not require special skills.

Connection to WiFly OpenRoaming is available in the personal account of the business on the my.wifly.net portal, where branded links and QR codes are automatically generated for the quick release of certificates. Moreover, the certificate can be issued through an existing application of any business, since the application user has already passed the initial authorization (as a rule, by phone number) and from that moment is legitimately authorized in the application. After a small modification, users will have an additional checkbox with the text "Connect automatically in ABCDE Wi-Fi networks." If the user agrees, the application issues a certificate, and if the user falls into the range of business points, he will automatically connect.

OpenRoaming technology is available for all guest Wi-Fi points throughout Russia and the CIS, regardless of who is the authorization provider - the WiFly platform (ClientPulse) or an alternative solution.