Truecaller grows daily impressions on in-app ad platform by 300%

Truecaller, the communications and phone book app, announced that it has topped 200 million single day impressions via its mobile ad platform in India. Only half a year ago, the company had reached the 100 million mark. The company grew daily impressions on its in-app advertising platform by 300%.

The boost comes after the firm expanded its services to include payments and brand engagement. It now reaches top advertisers such as FMCG and other auto brands.

Although the cost of inventory across Truecaller jumped 70%, most of its advertisers have hung around. Truecaller provides Call Intent Targeting to serve messages when consumers are active and engaging.

Tejinder Gill, VP Sales and Head of India Operations, Truecaller, said:

“This is a fantastic milestone for Truecaller, and shows that the mobile ad ecosystem has an incredible potential in India. At Truecaller, we are constantly looking for innovative ways to add value to the lives of not only our customers, but our partners’ as well.”

The company has a portfolio of 250 million users and 3 billion searchable numbers.

Among Truecaller’s recent success stories, Yoga guru Baba Ramdev’s Ayurveda brand Patanjali recently utilised the one-day app inventory takeover, which resulted in new benchmarks for both companies. Gill adds:

“With Patanjali, we saw a cult favorite brand that has witnessed unprecedented growth by offering a differentiated product – much like ourselves, so the partnership has worked brilliantly. As we approach the all-year high of customer engagement with the festive season in India, we foresee much more upcoming collaboration with brands across categories.”

However, Truecaller is not just popular among advertisers, it is now also the fourth most downloaded app in India, according to a Mary Meeker Report earlier this year. The consumer app lets users make phone calls and blocks unwanted callers.

In addition, the app now includes a utility payment feature which makes it easier for mobile users to pay their bills.