Truecaller Ads Launches ‘Call-To-Cart’, AI-Driven Commerce Feature Built On Communication Layer

Truecaller has launched a new global advertising solution called “Call-to-Cart” , an AI-powered commerce feature that turns everyday communication moments into direct shopping opportunities , aiming to shorten the mobile purchase journey from discovery to checkout.

The company said the solution is designed as a full-funnel commerce surface for direct advertisers , allowing users to move from ad exposure to purchase in just two steps , compared to the traditional multi-screen shopping process. The system integrates AI-driven targeting, personalisation, and commerce integrations to improve relevance and reduce user drop-offs.

Call-to-Cart is built on Truecaller’s position as a global communication platform , and focuses on two high-attention user moments during incoming calls and immediately after calls end . The company believes these moments carry higher attention levels than typical digital browsing, making them suitable for commerce engagement.

According to Truecaller Ads, the platform uses its proprietary intelligence system “adVantage” , which applies first-party signals, recommendation engines, and AI-based personalisation to match users with relevant offers. The aim is to ensure that advertisements are more contextual and outcome-driven for advertisers.

However, from a user perspective , the feature presents both benefits and concerns.

On the positive side, users could experience faster shopping journeys , with fewer steps between seeing a product and completing payment. The system may also deliver more relevant offers , such as finance products, telecom plans, or consumer goods aligned with user behaviour or context. It could also reduce the need to switch between multiple apps, improving convenience during purchase decisions.

At the same time, there are concerns around intrusiveness and privacy . Since the feature operates around call moments, users may find it disruptive if not carefully managed. Questions also remain about how communication-related data is used, processed, and anonymised , and whether users will have clear opt-out controls . There is also a risk of irrelevant targeting if AI systems misinterpret user intent.

Truecaller said Call-to-Cart is being rolled out globally across its presence in 150+ countries , initially available to a select group of whitelisted direct advertisers in categories such as FMCG, fintech, mobility, pharma, and D2C brands . These partners will receive customised onboarding and integration support.

The company, which has over 500 million active users and identifies billions of spam calls annually, said the initiative represents a shift toward communication-led commerce , where discovery and purchase happen within the same interaction cycle, potentially reshaping mobile advertising experiences.