Truecaller has launched a new measurement system designed to show brands exactly how much attention, trust, and action their adverts generate on the platform.
The Truecaller ROI of Trust is the company’s first full attempt at quantifying how users respond to advertising in an environment built on verified identity.
The launch comes as the platform expands across the Middle East and Africa, where mobile-first users and digital activities have created a busy, data-driven advertising market.
Truecaller sees this region as a huge opportunity, and the company says it intends to strengthen its partnerships and presence as adoption rises.
At the centre of the new suite is a framework that tries to measure what actually influences outcomes, whether an advert captures attention, whether it earns trust, and whether that trust turns into confidence to act.
Truecaller places the ROI of Trust as a way for brands to understand whether users saw an advert, and if it meant anything to them.
Hemant Arora, vice president and global head of Ads Business at Truecaller, said, “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”.
Archana Roche, Truecaller’s global head of Measurement, added, “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”.
The measurement suite itself is built on five core components. The Trust & Confidence Indices form the base, creating a proprietary method for scoring attention, trust, and confidence to act.
Brand lift studies, carried out with Kantar and VTION, track outcomes across awareness, recall, favourability, and purchase intent. Early tests, according to the company, show positive movement in attention and trust, alongside improvements in its own Trust and Confidence Uplift metric.
Truecaller is also trying to help advertisers understand reach more clearly. Through audience mapping with VTION and privacy-safe data clean rooms, the company reports that brands often achieve 28–35% incremental reach beyond major social platforms.
Two performance-oriented tools complete the suite. The first is multivariate testing, powered by RainMan Consulting, which isolates the variables that lift campaign results.
The second is Marketing Mix Modelling, also supported by RainMan, which uses elasticity models and simulation to estimate Truecaller’s contribution to overall media ROI and guide future spending.
Truecaller stressed that all measurement takes place within controlled, privacy-safe environments. Instead of relying on declared user data, the company uses passive behavioural signals and independent validation, working with external partners to maintain transparency and protect user trust.
