Truecaller Ads Launches 'Call-to-Cart', a New Commerce Surface Built on Communication Layers

Truecaller Ads today announced the global launch of Call-to-Cart, an intelligent AI-based commerce solution that transforms everyday communication moments into seamless commerce experiences. Every additional click between ad exposure and checkout increases the likelihood of consumer drop-off. Yet, most mobile commerce journeys still require users to navigate multiple screens, search for products, and switch between apps before completing a purchase. Built on Truecaller’s unique position as the world’s leading communications platform, Call-to-Cart enables brands to connect with consumers at two of the highest-attention moments on mobile: when users receive a call and immediately after a call ends. By combining these high-attention touchpoints with AI-powered targeting and commerce integration, Call-to-Cart cuts the path from discovery to checkout down to just two steps. Hemant Arora, VP & Global Head of Truecaller Ads, stated that millions of purchase decisions begin outside shopping environments. He noted that communication moments are an effective commerce surface, and through Call-to-Cart the company is delivering that opportunity. The product is designed specifically for Truecaller’s largest advertiser categories, including FMCG, D2C beauty, pharma, fintech, and mobility, where relevance and timing play a critical role across the consumer funnel. Liniker Seixas, Engineering Director for adVantage at Truecaller Ads, explained that what makes Call-to-Cart functional is the proprietary technology that underpins it. Behind every Call-to-Cart experience is adVantage, an intelligence platform developed in-house by Truecaller to deliver relevance throughout the entire consumer journey. By combining an advanced recommendation engine, AI-based personalisation, and relevant first-party signals, adVantage helps connect users with the right offer at the right moment. The result is a commerce experience that feels seamless for consumers and delivers stronger outcomes for advertisers, turning communication moments into measurable commerce opportunities. Call-to-Cart is the first Truecaller Ads solution to launch globally for direct advertisers across the more than 150 countries where its user base resides. With over 500 million active users worldwide and billions of daily advertising opportunities on its platform, Truecaller offers brands access to communication-based moments at unmatched scale. The solution is highly customisable. In its first phase, Truecaller has whitelisted a select number of direct advertisers running always-on campaigns in key markets to participate in the programme. These partners receive dedicated onboarding support, tailored integrations, direct access to the adVantage programme, and priority rights across the platform’s full range of customisation capabilities, allowing direct advertisers to tailor the experience to their specific business objectives.