Truecaller is expanding beyond caller identification and spam protection with the launch of Call-to-Cart, a new advertising product designed to help brands convert consumer attention into purchases directly from a phone call experience.

The company announced the feature on June 17, positioning it as a tool that shortens the path between discovering a product and completing a purchase on mobile devices. Rather than relying on traditional digital advertising journeys that require multiple clicks, searches, and app switches, Call-to-Cart aims to connect consumers with products during moments when they are already actively engaged with their phones.

Turning Calls Into Commerce Moments

According to Truecaller, the new feature focuses on two high-attention moments: when a call is received and immediately after a call ends.

The company believes these moments create unique opportunities for consumers to engage with relevant offers, reducing the friction that often causes shoppers to abandon purchases before checkout.

"Millions of purchase decisions begin outside shopping environments," said Hemant Arora, Vice President and Global Head of Truecaller Ads. "Communication moments represent an effective commerce surface, and through Call-to-Cart we enable that opportunity."

The product is particularly targeted at industries where timing and relevance can strongly influence purchasing decisions, including FMCG, direct-to-consumer brands, beauty, pharmaceuticals, fintech, and mobility services.

Powered by AI and First-Party Data

Behind the new offering is adVantage, Truecaller's proprietary advertising intelligence platform.

The system combines machine learning, recommendation engines, AI-powered personalisation, and first-party user signals to determine which adverts are shown and when. The goal is to deliver offers that feel timely and relevant rather than disruptive.

According to Liniker Seixas, Engineering Director for adVantage, the platform is designed to connect users with products at the moments they are most likely to take action.

The result, the company says, is a smoother experience for consumers and stronger performance for advertisers looking to drive measurable sales outcomes.




What It Means for Businesses

Call-to-Cart will initially launch with a select group of direct advertisers rather than being made available across the entire advertising ecosystem at once.

Early partners will receive customised onboarding, technical integration support, and access to new features before a broader rollout.

For brands, particularly those operating in mobile-first markets such as Nigeria, India, and other emerging economies, the product represents a new way to reach consumers outside traditional social media feeds and search platforms.

Why It Matters

Truecaller serves more than 500 million active users across over 150 countries and remains one of the world's most widely used caller identification platforms.

While the company is best known for helping users identify unknown callers and block spam, advertising continues to be a major revenue driver. With billions of advertising opportunities generated daily across its ecosystem, Call-to-Cart signals Truecaller's ambition to play a larger role in digital commerce rather than simply communication.

As competition for consumer attention intensifies, companies are increasingly looking for new surfaces where transactions can happen. Truecaller's latest move suggests the next shopping journey may not begin on an e-commerce website or social media app, but during a phone call.