Truecaller, a globally used platform for caller ID and call blocking, has introduced a new advertising solution called Truecaller Masthead.
Truecaller Masthead
This new format places brand advertisements directly on the main caller ID screen—one of the most frequently viewed areas on mobile devices.
According to the company, users check this screen over a billion times each day. This creates a rare moment of focused user attention, offering brands an opportunity to connect with audiences during routine phone activity.
Features
- Exclusive Screen Placement: Brands gain 100% share of voice, with no other content competing for attention.
- Ad Format Support: Supports a range of creative formats including static images, animated GIFs, Rich HTML, and custom designs.
- Trusted User Environment: The caller ID screen is widely considered a reliable and familiar space, enhancing the effectiveness of ads.
- Advanced Targeting: Ads can be tailored using demographic data, geographic location, custom audience segments, and first-party insights.
- Relevance Focused: Built on Truecaller’s core values of safety, trust, and identity, the platform ensures ads are delivered to the most relevant audiences.
Why It Matters
With consumer attention increasingly fragmented and digital ad fatigue on the rise, Truecaller Masthead offers a focused, high-visibility alternative. The format is designed to help advertisers cut through the noise by placing messages in a high-engagement, low-distraction environment.
Performance Insights
Truecaller reported that initial beta tests of the Masthead format featured campaigns from Amazon Prime, Havells, and Godrej. These campaigns achieved a viewability rate of 75%, with some reaching as high as 90%.
The company stated that the Masthead format allows brands to connect meaningfully with users in a trusted and frequently accessed space—an approach that may prove more effective as traditional ad formats lose impact.
Speaking about the launch, Hemant Arora, VP of Global Ads Business at Truecaller, said:
We designed Truecaller to deliver trust, clarity, and efficiency in communication. With Truecaller Masthead, we are applying this approach to brands, providing them a high-focus space to appear clearly and meaningfully, free from competing distractions. At a time when brands compete heavily for attention, Truecaller Masthead creates an environment that is both exclusive and impactful.