Truecaller has announced the global rollout of Call-to-Cart, a new AI-driven advertising solution designed to shorten the path between product discovery and purchase.
The feature was launched under Truecaller Ads and allows users to move from seeing an ad to completing a purchase in just two steps. It is built around the idea that traditional mobile commerce journeys often lose users due to multiple steps, app switching and friction between discovery and checkout.
Call-to-Cart leverages two of the most engaged moments on mobile devices, when users receive a call and immediately after a call ends. The platform aims to capture user interest at a time when engagement is already elevated by placing targeted ads within these high-attention touchpoints.
According to the company, the solution is powered by its in-house adVantage platform, which uses AI-driven personalization, recommendation systems and first-party data signals to deliver relevant offers. This enables advertisers to match products and services with users in real time, based on context and behavior.
“Behind every Call-to-Cart experience is adVantage, an intelligence platform developed in-house by Truecaller to power relevance across the entire journey. Combining an advanced recommendation engine, AI driven personalization and relevant first party signals, adVantage helps connect users with the right offers at the right moment. ” said Liniker Seixas, Engineering Director, adVantage, Truecaller Ads.
The rollout marks the first time a Truecaller Ads product is being launched globally for direct advertisers, tapping into the company’s user base of over 500 million people across more than 150 countries. The company says this scale allows brands to reach consumers during communication-driven moments that are typically outside traditional shopping environments.
Initially, access to Call-to-Cart will be limited. Truecaller has whitelisted a select group of direct advertisers across key markets, offering them early access along with dedicated onboarding support and customization options. These partners will also have direct access to the adVantage system to tailor campaigns to their business objectives.
The company is targeting sectors where timing and relevance are critical to conversion, including FMCG, direct-to-consumer brands, fintech, pharma and mobility services.
“Millions of purchase decisions begin outside shopping environments. It is a product purpose-built for our largest advertiser category base of FMCG, D2C beauty, pharma, fintech, and mobility, where relevance and timing play a significant role in consumer journey across the full funnel.”said Hemant Arora,VP & Global Head, Truecaller Ads.
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