In a bold move that merges innovation with intentional simplicity, Truecaller has unveiled Masthead, a revolutionary advertising format that integrates branded content directly into the caller ID screen one of the most viewed interfaces on any smartphone. Rather than disrupting the experience, this integration ensures that ads become a natural extension of the incoming call screen, opening new frontiers for brand storytelling without sacrificing user comfort.
Announced at Goafest 2025, Hemant Arora, VP of Global Ads Business at Truecaller, framed Masthead as a solution already embedded in user behavior: “We’re not creating something new; we’re defining a position that already exists.” His words reflect a deeper understanding of how advertising must evolve not by fighting for attention but by becoming part of the organic user journey. With 260 million daily and 300 million monthly active users in India alone particularly from Tier 2 and Tier 3 markets Truecaller offers one of the most diverse and expansive digital audiences in the country.
Early adopters such as Amazon Prime India, Havells, and Godrej Properties have already experienced the impact of Masthead during its beta rollout, using it to drive high-frequency brand awareness at scale. What makes this format exceptional is its non-intrusive nature by placing brand content where user attention is already present, Truecaller has flipped the script on how mobile ads are perceived and consumed.
Arora emphasized that the approach is grounded in consumer-first thinking: “It’s part of the consumer experience, it’s inclusive, it’s already there.” This signals a clear departure from traditional mobile ads that often interrupt flow and attention. With flexible options that let brands run campaigns for a day, a week, or execute full roadblock strategies, Masthead adapts to the dynamic needs of modern marketers.
In a time when attention spans are shrinking and consumers are increasingly skeptical of advertising, Masthead represents a fresh, thoughtful way to engage immersive yet unobtrusive, scalable yet personal. It marks a defining moment in Truecaller’s evolution from a utility app to a powerful media platform, all while staying rooted in its commitment to the end-user experience.
