India, May 22, 2025 — In a move set to reshape the future of mobile advertising, Truecaller, the global communications platform with over 450 million active users, has launched its Masthead ad format — a full-screen brand placement directly on the caller ID interface, providing unmatched visibility and exclusivity in the digital attention economy.
This marks a significant evolution in ad-tech where brands can now appear on a space that is seen over a billion times daily: the moment users check who’s calling.
“With Truecaller Masthead, we’re offering brands a high-attention space that is both exclusive and effective,” said Hemant Arora, VP, Global Ads Business, Truecaller.
“This is advertising without the noise — just clarity, trust, and unmatched visibility.”
The Power of the Caller ID Canvas
The Masthead format is built for maximum visual impact. Brands can deploy:
- Static visuals
- Dynamic GIFs
- Rich HTML creatives
Unlike other mobile formats that compete for user attention, Masthead ensures 100% share of voice, occupying the entire screen without distraction.
“This isn’t just another digital inventory slot. It’s a moment of complete focus, embedded into daily user behavior,” noted Arora.
Precision Meets Scale
Truecaller’s rich first-party data gives Masthead campaigns powerful targeting capabilities, including:
- Demographics
- Geographic segmentation
- Custom audience segments
This allows brands to reach the right consumers at the right moment — often when they are most alert and engaged.
Beta Success: Amazon, Godrej & Havells Lead the Way
The format has already been tested in beta with major advertisers, delivering impressive results:
- 75–90% viewability rates
- 11 million unique user reach for Havells India
- Positive engagement metrics for Amazon Prime and Godrej
“Truecaller’s Caller ID campaign exceeded expectations,” said Saurabh Saini, Head, Digital Marketing, Havells India.
“We achieved massive visibility in a clutter-free and highly engaging space.”
Rising Ad Fatigue, Falling Attention — Masthead Fills the Gap
With declining attention on traditional formats, increased ad blockers, and fragmented media consumption, Masthead offers a clean, brand-safe, and high-trust solution.
- Truecaller Ads currently serves 5 billion impressions daily
- Advertising remains the primary revenue stream for the company
- More than 10,000 brands already use its ad network
About Truecaller
Founded in 2009 and headquartered in Stockholm, Truecaller has evolved into a critical part of digital communication, identifying and blocking 56 billion spam calls in 2024 alone. The company has been listed on Nasdaq Stockholm since 2021, and continues to innovate in both user safety and brand engagement.
For more details, visit advertisers.truecaller.com
Also Read: Truecaller Proposes Aruna Sundararajan as New Board Member Ahead of AGM 2025
Our Opinion on the News
Truecaller’s Masthead launch could be a defining moment in mobile ad monetization. The company is leveraging one of the last remaining moments of undivided digital attention — the call screen — and turning it into a premium, trust-based brand experience.
Unlike social feeds or video platforms plagued by skip rates, content fatigue, and algorithmic clutter, Masthead offers a pure signal moment: 100% viewability, zero competition, and daily habit integration.
Strategically, this also diversifies Truecaller’s ad offering beyond standard banners and in-app formats, elevating its inventory into premium brand territory — something few non-social mobile platforms have achieved at this scale.
For marketers seeking attention in a distracted world, Truecaller Masthead might just be the golden screen.