Archive · 13 Nov 2025
Truecaller Launches 'ROI of Trust' to Measure Advertising Impact
Imagine you have a phone app that helps you see who is calling and blocks spam.
This app, called Truecaller, has a lot of people using it every day.
Now, they have created a new tool called 'ROI of Trust'.
This tool helps companies that advertise on Truecaller to understand if their ads are actually working.
It checks if people notice the ads, if the ads make them trust the brand more, and if they feel confident about the brand.
Truecaller says that because people already trust their app, ads shown there seem more reliable.
The new tool uses different ways to measure this, like studies and tests, and works with other companies to make sure the measurements are accurate and private.
This helps advertisers spend their money wisely.
Truecaller has launched 'ROI of Trust', its first comprehensive suite to measure advertising effectiveness.
The suite aims to quantify advertising impact on user attention, trust, and confidence in a verified environment.
It comprises five integrated solutions: Trust & Confidence Indices, Brand Lift Studies, Incremental Reach Analysis, Multivariate Testing, and Marketing Mix Modeling.
Truecaller highlights its platform's high user engagement in India (310 million active users with over 80% daily engagement) as a valuable advertising space.
The measurement solutions are designed to be privacy-safe, utilizing passive behavioral observation and independent validation, with partnerships including Kantar, VTION, and RainMan Consulting.
- Who
- Truecaller
- What
- Launched 'ROI of Trust', a comprehensive suite to measure advertising impact across attention, trust, and confidence.
- When
- November 13
- Where
- Bangalore, India (Announcement)
- Why
- To help brands evaluate and quantify advertising impact in a verified, privacy-safe environment, leveraging user attention on the platform.
- Company
- Truecaller
- Product Launched
- ROI of Trust - Advertising Effectiveness Measurement Suite
- Global Active Users
- 450 million
- India Active Users
- 310 million
- Daily Engagement (India)
- Exceeding 80%
- Measurement Pillars
- Trust & Confidence Indices, Brand Lift Studies, Incremental Reach, Multivariate Testing, Marketing Mix Modeling
- Key Partners
- Kantar, VTION, RainMan Consulting