Truecaller Unveils ROI of Trust – its First, Complete Measurement Suite to Track Attention, Trust, Confidence and Advertising Impact at Scale

Truecaller, the leading global platform for caller identification and spam blocking, boasting over 450 million active users worldwide and more than a billion app downloads, has unveiled its groundbreaking Advertising Effectiveness Measurement Suite named ROI of Trust. Announced on November 13, 2025, this innovative solution empowers brands to precisely evaluate and quantify the true impact of their advertising campaigns, focusing on three pivotal dimensions: attention, trust, and confidence to act.

At its core, ROI of Trust bridges a critical gap in digital advertising measurement. Traditional metrics often fall short in capturing what genuinely drives consumer behavior. Truecaller’s new framework, built on its proprietary Trust and Confidence Framework, shifts the paradigm by making trust—a cornerstone of the platform’s identity—quantifiable. It assesses whether brand messages not only grab attention in high-engagement moments but also foster genuine trust and translate that into actionable confidence, such as purchases or engagements.

The Middle East and Africa (MEA) region stands out as a key high-growth market for Truecaller, fueled by rapid digital expansion and a mobile-first user base. With increasing adoption rates and surging demand for trusted communication tools, MEA presents immense opportunities for brand engagement. Truecaller is deeply committed to expanding its footprint here through strategic partnerships and localized innovations.

Hemant Arora, Vice President and Global Head of Ads Business at Truecaller, highlighted the platform’s unique strengths: “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.”

Adding depth to the vision, Archana Roche, Global Head of Measurement at Truecaller, emphasized the inherent advantage of the platform’s trusted environment: “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 Five Pillars of the Truecaller Measurement Suite

Designed and rigorously validated through in-house experiments and collaborations with independent research partners like Kantar, VTION, and RainMan Consulting, the ROI of Trust suite comprises five interconnected pillars that deliver comprehensive, end-to-end insights:

1. Truecaller Trust & Confidence Indices: This proprietary framework quantifies three essential brand impact dimensions—Attention, Trust, and Confidence to Act—providing a standardized score that reveals how campaigns influence consumer perceptions at a granular level.
2. Brand Lift Studies: Partnering with Kantar and VTION, these studies track full-funnel outcomes, including awareness, recall, favorability, and purchase intent. Initial trials with leading brands across categories have shown significant uplifts in attention, trust, and Truecaller’s exclusive Trust and Confidence metric.
3. Incremental Reach Analysis: Leveraging VTION and privacy-safe data clean rooms, this tool identifies unduplicated audiences beyond dominant social platforms, delivering an average 28-35% incremental reach and ensuring brands maximize their exposure without overlap.
4. Multivariate Testing: Powered by RainMan Consulting, advertisers can conduct controlled experiments to isolate variables like creatives, targeting, or timing, pinpointing the optimal combinations for superior campaign performance with data-driven precision.
5. Marketing Mix Modeling (MMM): Also driven by RainMan Consulting, this advanced modeling uses elasticity analysis and “what-if” scenarios to attribute Truecaller’s specific contribution to overall marketing ROI, guiding smarter budget allocation across channels.

Commitment to Privacy and Transparency

Privacy remains non-negotiable in Truecaller’s ecosystem. All ROI of Trust solutions operate in fully privacy-safe environments, relying on passive behavioral data and independent third-party validation rather than self-reported information. This approach, combined with close collaboration with certified partners, ensures methodological integrity, full transparency, and unwavering advertiser confidence.

Truecaller Ads already serves over 5 billion impressions daily and is trusted by more than 10,000 brands worldwide. With ROI of Trust, the platform is poised to redefine advertising effectiveness, turning trust into a measurable ROI driver. Advertisers can explore the full suite and access the official Measurement Playbook at: ads-media.truecaller.com/c0043cd0-de43-482d-a637-5e9bc63d5c24. This launch underscores Truecaller’s evolution from a utility app to a powerhouse in trusted, high-impact digital advertising. Truecaller Measurement Playbook: ads-media.truecaller.com/c0043cd0-de43-482d-a637-5e9bc63d5c24