Truecaller has launched a new advertising product called Call-to-Cart, designed to shorten how users move from product discovery to purchase on mobile devices.
The company announced the feature on Wednesday, saying the product targets direct advertisers and uses communication moments to drive commerce activity.
Call-to-Cart focuses on two points in a user’s phone activity, when a call comes in and when a call ends. Truecaller says these are high attention moments where users are more likely to respond to relevant offers.
The company explained that the aim is to reduce steps between seeing an advert and completing a purchase, as many mobile shopping journeys still involve multiple screens and repeated searches, which increases drop-offs.
Hemant Arora, VP and global head of Truecaller Ads, said: “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.”
Truecaller also pointed to its internal system, adVantage, as the engine behind the new product. The company said it uses machine learning, recommendation tools, and first-party data signals to match adverts with users at specific moments.
Liniker Seixas, engineering director for adVantage at Truecaller Ads, said:
“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 personalisation 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.”
Truecaller, which operates in more than 150 countries and serves over 500 million active users, also noted that the product will launch globally across its advertiser network.
The company noted further that Call-to-Cart will not be open to all advertisers at once. Instead, it will begin with a selected group of direct advertisers and these partners will get customised onboarding, integration support, and early access to features.
Advertising is still Truecaller’s main source of revenue, as the platform processes billions of daily advertising opportunities across its platform.
The company added that it continues to grow its advertising business alongside its core caller identification service, which it says has recorded billions of spam and fraud call identifications in recent years.
