Truecaller Unveils Masthead Ad Format: Full-Screen Caller ID Advertising
On May 22, 2025, Truecaller launched Truecaller Masthead, a breakthrough advertising format that enables brands to occupy the primary caller ID screen—one of the most viewed and high-trust real estate in mobile usage. This exclusive, full-screen format offers 100% share of voice with no competing content, advanced targeting options, and has already shown viewability rates up to 90% in beta campaigns with brands like Amazon Prime, Godrej, and Havells. As traditional ad effectiveness declines, Masthead positions itself as a high-attention, credibility-anchored format for brands seeking visibility at scale.