Truecaller has released a landmark analysis decoding how India’s 400 million urban smartphone users interact across mobile apps—revealing that modern digital behaviour is shaped increasingly by trust, intent and habitual app usage. The new State of Trust & Attention Report, created using passive behaviour signals from VTION’s large-scale urban smartphone panel, offers one of the most detailed insights to date into how Indians make decisions in “high-attention” moments.
The study highlights how Truecaller has evolved far beyond a utility app into a daily digital checkpoint—a place users actively consult when they seek clarity, safety, verification or reassurance before taking an action. With 310 million users in India and 450 million users globally, Truecaller today sits at the centre of the country’s communication ecosystem, shaping how people respond to calls, verify identities, filter noise and engage with digital experiences.
How Modern Consumers Behave
The report draws a compelling picture of Truecaller as a premium, high-attention environment. Unlike apps opened casually or passively, Truecaller is launched in moments of heightened focus—when users need to quickly verify who is calling, why, and whether the interaction requires action.
Archana Roche, Global Head of Measurement at Truecaller, explains this behavioural dynamic: “Users come to Truecaller in a trust mindset. They open the app looking for clarity and confidence before taking action, and that behaviour creates naturally high-attention moments. This study shows how those trusted, high-intent interactions contribute to meaningful incremental reach and help brands engage audiences who are ready to act.”
For advertisers, this is significant. Apps that attract users during decision-heavy moments offer premium attention value, and Truecaller’s habitual usage places it uniquely within India’s digital landscape.
High-Precision, Real-Behaviour Measurement
The analysis is powered by VTION’s passive mobile behaviour panel, one of India’s most credible continuous measurement systems. Unlike survey data, passive measurement reflects real app usage, offering high accuracy, depth and context.
The dataset extrapolates behaviour to the 400 million urban smartphone base, using an August 2025 panel with 95 per cent confidence.
Key Findings: Incremental, Verified Reach for Brands
One of the most important insights is Truecaller’s ability to deliver 26–38% verified incremental reach—audiences who are not duplicated across other digital channels. This means Truecaller helps brands access users who:
- Exhibit high levels of intent,
- Are ready to take meaningful action,
- Are not overexposed to repetitive impressions across other platforms.
In an era where attention is fragmented and digital fatigue is rising, Truecaller’s audience represents a rare pool of additive, non-overlapping attention.
Why Truecaller Matters in India’s Digital Economy
Truecaller has become indispensable to the way India navigates unwanted calls, communication clutter and identity verification. In 2024 alone, the platform identified and blocked 56 billion unwanted calls. With over a billion downloads and 5 billion daily ad impressions, Truecaller Ads has emerged as a major digital advertising channel trusted by 10,000+ brands globally.
Truecaller has been headquartered in Stockholm, Sweden since its founding in 2009 and has been publicly listed on Nasdaq Stockholm since 2021, further cementing its credibility and global standing.
A New Lens on Attention in India
The report underscores a major shift: Indian users increasingly seek clarity and trust before responding to digital signals. Truecaller, positioned at the intersection of identity, verification and communication, has become a defining channel for action-ready, high-intent moments—creating a unique value proposition for brands, marketers, and the wider digital ecosystem.
