In a digital world where every scroll, click, and interaction counts, Truecaller is quietly transforming how brands connect with consumers, not by adding noise, but by making everyday moments more meaningful.
With the app already embedded into the daily routines of millions, the next step, as Hemant Arora, VP – Global Ad Sales Business at Truecaller explained, is to evolve into a full-funnel, high-intent media ecosystem- one where advertisers can seamlessly build awareness, nurture trust, and drive action, all within a single consumer journey.
Since joining Truecaller in January, Arora shared how his initial months have helped shape his understanding of the Indian advertising market from the brand’s perspective.
“The first few months have been nothing short of a masterclass in how India consumes communication and content. Truecaller sits in a very unique position. We’re part of people’s daily routines and not just their digital behavior. So the way brands think about visibility and engagement on this platform is different,” he said.
“I’ve had the opportunity to sit with advertisers across sectors, and what stands out is the hunger for high-frequency, high-attention touchpoints that don’t scream for attention but still land impact. That’s where Truecaller naturally fits in. It’s shown me that Indian advertisers are ready to think beyond traditional digital formats as long as it’s seamless and scalable,” he added.
When asked about Truecaller largely being perceived as a utility app, Arora explained how the brand is positioning itself as an attractive platform for advertisers, saying that they are not changing who they are, they are building on what already exists.
“Truecaller has always solved a very real problem and that is trust in communication. Over the years, we’ve earned user loyalty by making their communication experience safer and smarter. That’s a very intimate space. Now, when we talk to advertisers, we simply provide them a touchpoint their consumer already engages with multiple times a day. We help them show up there, without being intrusive. At the end, it’s not about adding ads, it’s about integrating relevance into routine moments,” he added.
When asked about the ad formats gaining momentum among Indian brands on the platform, Arora highlighted that the two formats they are seeing the most momentum with are Truecaller Masthead and Roadblock. Masthead, especially, is doing well because it lives in a space that was always there but never leveraged for brand storytelling.
“When a call comes in, we now have the ability to show a brand message alongside the caller ID. It’s high-visibility, high-frequency, and absolutely non-intrusive. Roadblocks are great for brand days or time-sensitive promotions. But what really makes a difference is the flexibility. The brands can buy by impression, by day, or even by week, depending on their own needs,” he added.
He also shared insights on the brand categories making the most of Truecaller in India, highlighting which segments are leveraging the platform most actively.
“Today, there are more than 10,000 brands advertising with us regularly. Some of the core categories include banking, financial services, insurance, e-commerce, quick commerce, logistics and telecom. These are industries where the phone call is a transaction enabler. So when you pair our verified business identity with advertising formats, it builds trust and drives outcomes,” Arora said.
Furthermore, he went on to say, “We also see continued interest from the automotive sector, OTT and FMCG brands. Additionally, a lot of brands may be looking to break into tier 2 and tier 3 markets and we can help them do that efficiently.”
When asked how Truecaller is leveraging its access to unique behavioral patterns to develop sharper, privacy-first advertising solutions for Indian brands, Arora explained that their segmentation is entirely behavior-led and anonymised.
“We’ve built over 200 custom audience segments, everything from high-call-frequency users to people who often receive missed calls from business numbers. But the foundation is clear. Privacy and user trust are non-negotiable. That’s why we also give users complete control of opting out via premium, and for all other users, we do not share their data with advertisers. For brands, it means sharper targeting without compromising on ethics,” he added.
Arora highlighted the biggest challenge in selling Truecaller’s ad inventory in India, pointing out, “Our scale and size makes us a full funnel solution platform. The biggest challenge that we are solving currently is to make it easier for our advertisers to buy all of our solutions as per their marketing and media objectives. This is our topmost priority and you will continue seeing our product launches such as Truecaller Masthead which are in line with our purpose of trust, safety and efficiency in communication.”
While explaining the long-term vision for Truecaller’s ad business in India, Arora highlighted that the vision is simple, making advertising feel native to communication.
“Truecaller is already part of people’s daily lives. We’re just making that moment a little more meaningful for brands. The long-term vision is to build a full-funnel, high-intent media ecosystem where advertisers can drive awareness, trust, and action, all within the same journey,” Arora said.
Furthermore, he went on to say, “We’re investing in deeper audience insights, smarter targeting, and formats that don’t feel like ads. And because we’re rooted in real utility, everything we build will continue to put the user first. If we can keep that balance, we’ll create a media channel that’s truly future-ready.”
When asked what he wished more marketers understood about the platform, Arora shared his perspective, saying that Truecaller is often seen through the lens of utility but it’s actually an intent-driven, high-frequency touchpoint in people’s daily lives.
“When you dig deeper, you will also see that it’s actually a daily habit for millions of Indians. People check Truecaller before picking up a call. That’s intent, that’s attention and that’s trust. And that’s exactly where your brand can show up. That kind of frequency and trust is rare. I’d love for more marketers to understand that we’re not competing for attention but we already have it,” he added.
