Truecaller Ads expands commerce offering

The platform uses artificial intelligence and commerce integrations to enable consumers to move from product discovery to purchase

Truecaller Ads has launched Call-to-Cart, a commerce solution designed to help brands connect advertising and purchasing within mobile communication experiences.

The platform uses artificial intelligence and commerce integrations to enable consumers to move from product discovery to purchase through interactions that occur during and immediately after phone calls.

Focus on reducing purchase friction

According to Truecaller Ads, the solution is intended to reduce the number of steps consumers typically take between viewing an advertisement and completing a transaction.

The company said Call-to-Cart leverages two points of high user attention on mobile devices: incoming calls and post-call interactions. By integrating commerce functions into these moments, brands can present offers closer to the point of engagement.

Platform targets multiple industries

Truecaller said the product has been developed for sectors including fast-moving consumer goods, direct-to-consumer brands, pharmaceuticals, financial services and mobility services, where timing and relevance can influence purchasing decisions.

Hemant Arora, Vice President & Global Head, Truecaller Ads: "Millions of purchase decisions begin outside shopping environments. Communication moments represent an effective commerce surface, and through Call-to-Cart we enable that opportunity. It is a product purpose-built for our largest advertiser category base of FMCG, D2C beauty, pharma, fintech, and mobility, where relevance and timing play a significant role in consumer journey across the full funnel."

AI technology powers recommendations

The solution is supported by adVantage, Truecaller's in-house advertising intelligence platform, which combines recommendation technology, AI-driven personalisation and first-party data signals.

The company said the platform is designed to match users with relevant offers based on context and engagement behaviour.

Global rollout begins

Liniker Seixas, Engineering Director, adVantage, Truecaller Ads: "Behind every Call-to-Cart experience is adVantage, an intelligence platform developed in-house by Truecaller to power relevance across the entire journey. Combining an advanced recommendation engine, AI driven personalization and relevant first party signals, adVantage helps connect users with the right offers at the right moment. The result is a commerce experience that feels seamless for consumers and delivers stronger outcomes for advertisers, turning communication moments into measurable commerce opportunities."

Call-to-Cart is the first Truecaller Ads product to be launched globally for direct advertisers. The company said the solution is available across its user base spanning more than 150 countries.

Select advertisers granted early access

In its initial phase, the programme is being made available to a selected group of direct advertisers operating on an ongoing basis across key markets.

Participating advertisers will receive onboarding support, customised integrations and access to the adVantage platform, allowing them to tailor campaigns and commerce experiences to specific business objectives.

adsmanager.truecaller.com

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