Truecaller Call-to-Cart: A new commerce surface built on the communication layer

Truecaller Ads has announced the global launch of Call-to-Cart, an AI-backed intelligent commerce solution that transforms everyday communication moments into seamless commerce experiences.

Every additional click between ad exposure and checkout increases the likelihood of consumer drop-off. Yet, most mobile commerce journeys still require users to navigate multiple screens, search for products and switch between apps before completing a purchase.

Built around Truecaller‘s unique position as the world’s leading communication platform, Call-to-Cart enables brands to connect with consumers during two of mobile’s most attentive moments: when a user receives a call, and immediately after a call ends. By combining these high-attention touchpoints with AI-powered targeting and commerce integrations, Call-to-Cart reduces the path from discovery to purchase to just 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,” says Hemant Arora, vice-president and global head of Truecaller Ads. “It is a product purpose-built for our largest advertiser category base of FMCG, D2C beauty, pharma, fintech and mobility, where relevance and timing play a significant role in consumer journey across the full funnel.

What makes Call-to-Cart work is the proprietary technology powering it. Liniker Seixas, engineering director of adVantage at Truecaller Ads, explains: “Behind every Call-to-Cart experience is adVantage, an intelligence platform developed in-house by Truecaller to power relevance across the entire journey. Combining an advanced recommendation engine, AI-driven personalisation and relevant first-party signals, adVantage helps connect users with the right offers at the right moment. The result is a commerce experience that feels seamless for consumers and delivers stronger outcomes for advertisers, turning communication moments into measurable commerce opportunities.”

A global launch for a global advertiser base

Call-to-Cart is the first Truecaller Ads solution to launch globally for direct advertisers across its 150+ countries user base. With more than 500 million active users worldwide and billions of daily advertising opportunities across its platform, Truecaller offers brands access to communication-driven moments at an unmatched scale.

Exclusive access

Call-to-Cart is highly customisable. In its first phase, Truecaller has whitelisted a select group of ‘always-on’ direct advertisers across key markets to participate in the programme. These partners benefit from dedicated onboarding support, bespoke integrations, direct access to the adVantage program, and priority privileges across the platform’s full suite of customisation capabilities. This access enables direct advertisers to tailor the experience to their specific business objectives.

Main image credit: Magnific