Truecaller pitches AI edge in precision marketing race

Truecaller has launched adVantage, an AI-powered recommendation engine designed to help businesses deliver personalised and relevant messages during high-attention communication moments. By integrating across its advertising and enterprise solutions, the global communication platform promises to offer brands a data-driven approach to reaching consumers while maintaining privacy standards.

According to the company, adVantage is built on a centralised intelligence hub that continuously learns from user interactions, refining its recommendations to improve engagement and drive measurable outcomes. It operates across business messaging, contextual advertising, and other enterprise-grade services, helping brands tailor their outreach to the right audience at the right time.

Rishit Jhunjhunwala, global CEO of Truecaller, said, “In a world moving away from broad targeting, relevance is the new currency. adVantage is our answer to the market’s need for smarter, privacy-compliant personalisation.”

He opined that it is not just about reaching users, but about understanding their unique needs and providing value through every interaction. “This framework is a core pillar of our strategy: to build scalable internal growth engines and redefine how businesses create value,” Jhunjhunwala added.

At the core of adVantage lies a daily stream of behavioural insights drawn from Truecaller’s global user ecosystem. The platform uses real-time behavioural intelligence and advanced recommendation models to generate anonymised and aggregated data. The company claims this ensures users receive relevant, privacy-safe communication while brands gain actionable insights into audience engagement.

For consumers, the benefit lies in receiving messages and ads that are more meaningful and contextually relevant. For businesses, the platform acts as an AI-driven advisor that identifies high-value audience segments, optimises communication touchpoints, and supports strategic decision-making.

After internal testing within Truecaller’s advertising business, adVantage reportedly delivered stronger ROI and higher engagement rates. The company noted that when applied to its business messaging platform, open rates increased by 400% during pilot testing. Following this phase, Truecaller has extended the platform’s use to additional verticals.

The framework operates through three modules — Discover, Engage and Perform — which adapt dynamically to campaign performance. The Discover module identifies new and relevant audience segments, expanding brand visibility across the Truecaller ecosystem. Engage focuses on retargeting users who have previously interacted with a brand, guiding them towards conversion. The Perform module uses AI optimisation to drive measurable results such as lead generation, app installations and direct commerce transactions.

In pilot campaigns, adVantage reached over 200 million users and drove up to a 50% increase in click-through rates. The strongest performance gains came from high-intent sectors such as automotive, fintech, edtech and e-commerce, where precision targeting and AI-led optimisation helped translate brand awareness into tangible business outcomes.

Liniker Seixas, adVantage lead at Truecaller, said, “At its core, Truecaller adVantage is about giving businesses a real edge. We’ve built a sophisticated platform powered by multiple AI models working in concert to continuously learn and improve. This empowers businesses to dynamically optimise decision-making, enhance efficiency, and drive stronger outcomes, ensuring every investment delivers greater impact.”

By combining predictive intelligence with automated optimisation, adVantage positions itself as both a marketing and operational tool. The system’s ability to analyse aggregated engagement data enables businesses to refine audience segmentation and improve mid-funnel performance, reducing the manual effort typically involved in campaign optimisation.

Truecaller sees adVantage as a strategic step towards integrating AI deeper into its enterprise solutions. It aims to strengthen the link between consumer attention and measurable brand outcomes, especially in an era where marketers are under pressure to demonstrate ROI while respecting privacy boundaries.

The company’s data-driven approach reflects a broader industry shift towards precision marketing, as businesses move away from broad audience targeting. With rising consumer expectations for personalisation and greater scrutiny around data use, AI-driven systems like adVantage represent a balancing act between customisation and compliance.

Jhunjhunwala emphasised that adVantage aligns with Truecaller’s long-term goal of building scalable growth engines that can serve both users and business partners. The company plans to position the platform as a cornerstone of its enterprise portfolio, particularly in regions where digital communication and mobile-first engagement continue to expand.

Seixas added that adVantage will play a central role in shaping Truecaller’s partner ecosystem. “By harnessing Truecaller’s powerful ecosystem and intelligence, businesses can unlock greater value across their customer journeys — whether that means reaching the right audience, strengthening engagement, or accelerating conversions,” he said.

As marketers continue to navigate the tension between privacy, performance and relevance, Truecaller’s entry into AI-led recommendation technology underscores a competitive trend within the communications and adtech sector. Platforms are increasingly turning to machine learning not only to serve ads but also to understand user intent in real time.

Whether adVantage can scale beyond Truecaller’s existing network will depend on how effectively it can translate its early testing success into sustained, cross-sector performance. For now, the platform represents the company’s most ambitious step yet in fusing AI intelligence with marketing outcomes — one that could redefine how mobile-first ecosystems approach audience engagement.