Truecaller has introduced ‘ROI of Trust’, a first-of-its-kind measurement framework designed to help brands quantify how trust and attention shape advertising impact. Built for a platform with over 310 million monthly active users in India, this solution enables marketers to measure what truly drives brand outcomes in a privacy-safe, high-engagement environment.
With user attention becoming increasingly fragmented across digital platforms, advertisers are seeking deeper, more reliable metrics that go beyond impressions and clicks. Truecaller’s new framework tackles this challenge by introducing Trust & Confidence Indices, enhanced Brand Lift Studies, and Incremental Reach Analysis giving brands a clearer picture of how trusted environments influence consumer perception and behaviour.
According to Hemant Arora, Vice President & Global Head of Ads Business at Truecaller, the platform’s massive footprint creates a unique opportunity for marketers. He noted, “With 310 million monthly active users in India and daily engagement exceeding 80%, Truecaller has grown into a platform where user attention is both meaningful and actionable. We’re committed to helping advertisers tap into this attention more effectively by offering verified, privacy-safe tools to measure impact in a smarter and more collaborative way.”
The framework builds on a foundational insight: users perceive messages on Truecaller through a “halo of trust” an inherent layer of authenticity shaped by verified identities and secure interactions. Archana Roche, Global Head of Measurement at Truecaller, emphasized this impact, stating, “Every impression on Truecaller carries a halo of trust. Through our Trust and Confidence Framework, we can now quantify how ads in this trusted environment build credibility and inspire belief. When people see brands within this halo, they instinctively perceive them as more reliable and worth engaging with.”
For marketers navigating a rapidly shifting digital landscape, Truecaller’s ‘ROI of Trust’ introduces a new clarity helping brands measure not just visibility, but credibility, attention quality, and genuine consumer confidence.
With this launch, Truecaller strengthens its position as one of India’s most influential advertising platforms, offering brands a compelling path to build trust at scale.
