Communication platform Truecaller has announced the global launch of Call-to-Cart, an AI-powered commerce advertising solution designed to help brands move consumers from product discovery to purchase within a simplified mobile journey.

According to a company statement, the new offering is aimed at reducing friction in mobile commerce by enabling consumers to engage with products during what Truecaller describes as “high-attention communication moments” — when users receive a call and immediately after a call ends.

The company said the solution combines artificial intelligence-driven targeting with commerce integrations to shorten the path from product discovery to checkout to two steps.

“Millions of purchase decisions begin outside shopping environments. Communication moments represent an effective commerce surface, and through Call-to-Cart we enable that opportunity,” said Hemant Arora, Vice President and Global Head of Truecaller Ads.

Arora added that the product has been designed primarily for advertiser categories such as FMCG, direct-to-consumer brands, pharmaceuticals, fintech and mobility services, where timing and relevance can significantly influence consumer decisions.

Truecaller said the solution is powered by adVantage, the company’s proprietary intelligence platform that uses recommendation engines, AI-driven personalisation and first-party signals to match users with relevant offers.

Commenting on the technology, Liniker Seixas, Engineering Director, adVantage, Truecaller Ads, said the platform is designed to improve relevance throughout the consumer journey and help advertisers generate measurable commerce outcomes.

The company stated that Call-to-Cart is the first advertising solution from Truecaller Ads to be launched globally for direct advertisers across its user base spanning more than 150 countries.
According to Truecaller, the platform serves over 500 million active users worldwide and offers billions of daily advertising opportunities. The company said the initial rollout of Call-to-Cart will be limited to a select group of “always-on” direct advertisers across key markets through a whitelist programme.

Participating brands will receive dedicated onboarding support, customised integrations and access to Truecaller’s adVantage ecosystem, the company said.

Founded in 2009 and headquartered in Stockholm, Truecaller is publicly listed on Nasdaq Stockholm. The company said advertising remains its primary revenue stream, with Truecaller Ads serving more than five billion impressions daily.