Mumbai: Truecaller Ads has announced the global launch of Call-to-Cart, an AI-powered commerce solution designed to transform everyday communication touchpoints into streamlined shopping experiences.
Positioned as a full-funnel solution developed exclusively for direct advertisers, Call-to-Cart aims to reduce the journey from product discovery to purchase by enabling consumers to move from engagement to checkout in just two steps.
The launch reflects growing demand for lower-friction commerce experiences as brands look to reduce drop-offs that typically occur across multi-step mobile shopping journeys.
Built on Truecaller’s communication ecosystem, the solution leverages two key engagement moments—when users receive a call and immediately after a call ends—to connect brands with consumers during high-attention interactions. By combining these moments with AI-powered targeting and commerce integrations, Call-to-Cart seeks to create faster and more seamless conversion pathways.
Commenting on the launch, Hemant Arora, VP & Global Head, 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.”
At the centre of the offering is adVantage, Truecaller’s proprietary intelligence platform built to drive contextual relevance throughout the consumer journey.
Explaining the technology behind the solution, Liniker Seixas, Engineering Director, adVantage, 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 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 becomes the first Truecaller Ads product to launch globally for direct advertisers across the platform’s presence in more than 150 countries.
With a user base exceeding 500 million active users worldwide and billions of advertising opportunities generated daily across the platform, the company aims to position communication-led engagement as a scalable commerce channel for brands.
During its initial phase, the solution will be made available through a curated whitelist of select ‘always-on’ direct advertisers across key markets. Participating brands will receive onboarding support, customised integrations, direct access to the adVantage programme and expanded access to platform-level customisation features.
Through Call-to-Cart, Truecaller Ads is seeking to create a new category of commerce experiences where communication, personalisation and conversion converge into a unified consumer journey.
