Mumbai: Truecaller, the global communications leader in caller identification and spam blocking with over 450 million active users worldwide, today announced the launch of its first comprehensive Advertising Effectiveness Measurement Suite — ROI of Trust. This advanced suite enables brands to evaluate and quantify advertising impact across key metrics of attention, trust, and confidence in verified, privacy-safe environments.
Hemant Arora, Vice President, Global Head Ads Business at Truecaller, said,“With 310 million monthly active users in India and daily engagement exceeding 80%, 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, Global Head of Measurement at Truecaller, 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.”
Five Pillars of the Truecaller Measurement Suite
The Truecaller Measurement Suite has been designed and validated through in-house experimentation and independent research partnerships, comprising five integrated solutions:
- Truecaller Trust & Confidence Indices – A proprietary framework that quantifies three critical dimensions of brand impact: Attention, Trust, and Confidence to Act.
- Brand Lift Studies – In partnership with Kantar and VTION, these studies measure full-funnel brand outcomes such as awareness, recall, favorability, and purchase intent on Truecaller. Early trials with category-leading brands have indicated positive movement across attention, trust, and Truecaller’s proprietary Trust and Confidence Uplift metric.
- Incremental Reach Analysis – Through collaborations with VTION and privacy-safe data clean rooms, Truecaller maps unduplicated audiences beyond major social platforms, achieving 28–35% incremental reach on average.
- Multivariate Testing – Powered by RainMan Consulting, this framework runs controlled tests to isolate the impact of different variables, helping advertisers identify the most effective combinations for optimized campaign outcomes.
- Marketing Mix Modeling (MMM) – Also powered by RainMan Consulting, this framework uses elasticity models and “what-if” simulations to estimate Truecaller’s incremental contribution to marketing ROI, helping brands optimize media allocation across channels.
Privacy-Safe, Partner-Certified Measurement
All measurement solutions operate within privacy-safe environments, utilizing independent validation and passive behavioral observation rather than declared user data. Truecaller’s Measurement team collaborates closely with leading research partners to ensure methodological rigor, transparency, and advertiser confidence.
With the ROI of Trust, Truecaller aims to redefine advertising accountability in verified ecosystems — empowering brands to measure what truly matters: attention built on trust.
