Truecaller Launches ‘ROI of Trust’, a Breakthrough Suite to Measure Attention, Trust and Ad Impact

Truecaller, the global leader in caller identification and spam protection with more than 450 million active users, has launched a groundbreaking Advertising Effectiveness Measurement Suite titled ROI of Trust. Designed to quantify the real drivers of campaign performance, the suite measures how brand messages capture attention, build trust, and inspire the confidence required for consumers to act.

The new solution is built on the Truecaller Trust and Confidence Framework, offering advertisers a fresh way to assess and optimise their marketing impact. As digital adoption accelerates across the Middle East and Africa (MEA), the region continues to be a high-growth market for Truecaller, buoyed by its mobile-first user base and demand for trusted communication solutions.

Hemant Arora, Vice President and Global Head of Ads Business at Truecaller, said the platform’s strong daily engagement makes user attention both “meaningful and actionable”. He added: “We’re committed to helping advertisers unlock this attention more effectively through verified, privacy-safe measurement tools that drive smarter decision-making.”

Archana Roche, Global Head of Measurement at Truecaller, noted that every impression on the platform carries “a halo of trust”, which can now be quantified: “Ads served in this trusted environment naturally enhance credibility. When people see brands within this halo, they instinctively perceive them as more reliable and worth engaging with.” 

Validated through independent research and in-house experimentation, the suite comprises five core components:

1. Trust & Confidence Indices – A proprietary measurement system that assesses attention, trust and confidence to act.
2. Brand Lift Studies – Conducted with Kantar and VTION to measure full-funnel outcomes such as brand awareness, recall, favourability and purchase intent. Early trials show strong uplift across all metrics.
3. Incremental Reach Analysis – Using VTION and privacy-safe clean rooms, Truecaller delivers unduplicated reach beyond major social platforms, averaging 28–35% incremental audience gains.
4. Multivariate Testing – Powered by RainMan Consulting to isolate the impact of specific campaign variables and identify the most effective combinations.
5. Marketing Mix Modelling (MMM) – Also powered by RainMan Consulting, using elasticity modelling and simulations to calculate Truecaller’s incremental contribution to overall marketing ROI.

All solutions operate within privacy-safe environments and rely on passive behavioural data rather than self-reported user responses, ensuring independent validation and advertiser confidence.

Brands can access the full methodology via the Truecaller Measurement Playbook and explore more at Truecaller’s advertising platform.