Truecaller unveils framework to track ad impact

Truecaller has unveiled ROI of Trust, an effectiveness suite designed to help advertisers quantify how campaigns perform across attention, trust, and confidence to act. With 450 million active users, the company positions the framework as a way to understand which brand messages genuinely influence outcomes on its platform.

The measurement suite is built on the Truecaller Trust and Confidence Framework and provides a structured approach to assessing whether advertising captures attention, inspires trust, and converts belief into action.

Focus on growth across the MEA region

Truecaller reports strong momentum in the Middle East and Africa, where mobile-first users and an expanding digital economy continue to drive adoption. The company aims to deepen partnerships across the region as brands seek tools that support trusted communication and more accountable advertising.

Hemant Arora, Vice President, Global Head Ads Business, Truecaller: "With high daily engagement, Truecaller has grown into a platform where user attention is both meaningful and actionable. We're committed to helping advertisers tap into this attention more effectively by offering verified, privacy-safe tools to measure impact in a smarter and more collaborative way."

Making trust measurable for advertisers

Archana Roche, Global Head of Measurement, Truecaller: "Every impression on Truecaller carries a halo of trust. Through our Trust and Confidence Framework, we can now quantify how ads in this trusted environment build credibility and inspire belief. When people see brands within this halo, they instinctively perceive them as more reliable and worth engaging with."

Five components of the measurement suite

The Truecaller Measurement Suite combines in-house experimentation with independent research partnerships. It includes five integrated solutions:

Truecaller Trust and Confidence Indices, which quantify attention, trust, and confidence to act.

Brand lift studies with Kantar and VTION, covering awareness, recall, favourability, purchase intent, and Truecaller’s Trust and Confidence Uplift metric.

Incremental reach analysis via VTION and privacy-safe clean rooms, showing average unduplicated reach gains of 28 to 35 percent.

Multivariate testing with RainMan Consulting to isolate variables and identify the most effective campaign combinations.

Marketing mix modelling, also with RainMan Consulting, using elasticity models and simulations to evaluate Truecaller’s incremental contribution to return on investment.

All solutions run in environments designed to protect user privacy, using independent validation and passive behavioural observation instead of declared data. Truecaller works with research partners to maintain methodological rigour and transparency for advertisers.

www.truecaller.com

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