Truecaller, the global leader in caller identification and spam blocking with over 450 million active users worldwide, has launched its latest innovation — ‘ROI of Trust’, a comprehensive Advertising Effectiveness Measurement Suite designed to help brands evaluate and quantify their advertising performance across attention, trust, and confidence within verified digital environments.

According to the company, this new suite aims to redefine how advertisers measure success in an era where user attention and credibility are key metrics.

“With 310 million monthly active users in India and daily engagement exceeding 80 percent, Truecaller has grown into a platform where user attention is both meaningful and actionable,” said Hemant Arora, Vice President and Global Head, Ads Business at Truecaller. “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.”

Adding to that, Archana Roche, Global Head of Measurement at Truecaller, said, “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.”

Developed through in-house experimentation and independent research partnerships, the Truecaller Measurement Suite is built around five integrated pillars, enabling brands to assess and optimise campaigns beyond traditional metrics. The company said these solutions are designed to capture the full spectrum of brand impact — from attention to action — ensuring advertisers understand how trust translates into measurable ROI.

With this launch, Truecaller continues to expand its role beyond communications and privacy tools, positioning itself as a strategic advertising platform for brands aiming to reach engaged, verified audiences in a transparent and trust-driven ecosystem.