Truecaller has introduced ‘Truecaller Masthead’—a high-impact ad format that brings brand creatives directly to the platform’s caller ID screen. This fresh ad unit taps into the most viewed interface on the app, offering brands uninterrupted visibility during the moment a user identifies an incoming call—a feature used over a billion times daily across the globe.

As per a press note issued by Truecaller, the Masthead format allows advertisers to dominate the entire screen space with creative options such as images, GIFs, or rich HTML formats. By embedding ads into the core functionality of the app, Truecaller aims to deliver high-engagement visibility without competing messaging clutter.

“With Truecaller Masthead, we’re extending that same philosophy to brands, giving them a high-attention space to show up clearly, meaningfully, and without the noise of competing messages,” said Hemant Arora, Vice President, Global Ads Business at Truecaller. He highlighted how the ad format leverages Truecaller’s high-frequency usage and user trust to benefit advertisers looking to cut through traditional ad fatigue.

Backed by Truecaller’s first-party data, Masthead offers precision targeting capabilities based on demographics, location, and user behaviour. The format was recently tested during its beta phase by prominent brands including Amazon Prime, Havells, and Godrej. These campaigns reportedly achieved impressive viewability rates ranging from 75 percent to 90 percent, making a strong case for its effectiveness.

Saurabh Saini, Head of Digital Marketing & Communication at Havells India, shared his experience with the pilot, stating, “The innovative Caller ID campaign with Truecaller Ads has been a great plus for our brand visibility strategy. The ability to achieve significant reach of 11 million unique users in our target segments with such innovation has exceeded our expectations.”

The launch of Truecaller Masthead comes at a time when advertisers are increasingly looking for fresh, high-engagement digital formats amid declining performance from traditional ad placements. With its novel integration and massive reach, Truecaller’s latest offering positions itself as a compelling alternative in the evolving landscape of mobile marketing.