The launch addresses a long-standing challenge in mobile commerce, where each additional click between advertisement exposure and checkout increases the likelihood of consumer drop-off. Traditional mobile shopping journeys often require users to navigate multiple screens, search for products, and switch between applications before completing a purchase.
Built around Truecaller’s position as a global communication platform, Call-to-Cart allows brands to engage consumers during two of the most attentive moments on mobile devices: when a user receives a call and immediately after a call concludes. By combining these high-attention engagement points with artificial intelligence-powered targeting and commerce integrations, the solution significantly shortens the path from product discovery to purchase.
According to Hemant Arora, Vice President and Global Head of Truecaller Ads, millions of purchasing decisions begin outside conventional shopping environments. He stated that communication moments represent a highly effective commerce surface and that Call-to-Cart has been specifically developed for major advertiser categories, including fast-moving consumer goods, direct-to-consumer beauty brands, pharmaceuticals, financial technology companies, and mobility services. He added that relevance and timing play a crucial role in influencing consumer journeys across the entire marketing funnel.
The technology behind Call-to-Cart is powered by adVantage, a proprietary intelligence platform developed internally by Truecaller. Liniker Seixas, Engineering Director of adVantage at Truecaller Ads, explained that the platform combines an advanced recommendation engine, artificial intelligence-driven personalization, and relevant first-party signals to deliver highly targeted offers. The system is designed to connect users with suitable products and services at the most relevant moments, creating a smoother consumer experience while generating stronger performance outcomes for advertisers. According to the company, the platform converts communication moments into measurable commerce opportunities.
Call-to-Cart is also notable for being the first Truecaller Ads solution launched globally for direct advertisers across the company’s user base spanning more than 150 countries. With over 500 million active users worldwide and billions of daily advertising opportunities across its platform, Truecaller aims to provide brands with access to communication-driven engagement at significant scale.
The solution has been designed with extensive customization capabilities. During its initial phase, Truecaller has granted access to a select group of “always-on” direct advertisers across key international markets. These partners will receive dedicated onboarding support, customized integrations, direct access to the adVantage platform, and priority privileges across Truecaller’s suite of customization features. The company stated that this approach allows advertisers to tailor the commerce experience according to their specific business objectives.
Headquartered in Stockholm since 2009, Truecaller has become an integral part of daily communication for more than 500 million active users worldwide and has surpassed one billion downloads since its launch. The company reported identifying 68 billion spam and fraud calls during 2025 and has been publicly listed on Nasdaq Stockholm since October 2021. Advertising remains the company’s primary source of revenue, with Truecaller Ads delivering more than five billion impressions every day and serving over 10,000 brands globally.
The launch of Call-to-Cart marks a significant step in the evolution of communication-led commerce, positioning mobile calling interactions as a new channel for product discovery, engagement, and purchasing while enabling advertisers to connect with consumers at moments of peak attention and intent.
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