Truecaller is sharpening its focus on emerging markets, targeting Nigeria, Gulf countries and Southeast Asia as it looks to drive the next leg of growth in its advertising business.
This is even as the Stockholm-listed firm has named AnyMind Group as exclusive reseller of its ad inventory in 11 markets across Africa, the Middle East and Southeast Asia. The territories include Nigeria, Ghana, Egypt, Saudi Arabia, the United Arab Emirates, Singapore and Vietnam.
The decision places greater weight on markets where mobile usage continues to climb and brands are redirecting spending toward digital channels. In many of these countries, advertising ecosystems are still relationship-led, making local sales partnerships critical.
Truecaller, widely known for its caller ID and spam-blocking features, has grown into a large consumer platform with more than 450 million active users worldwide and over one billion downloads since launch. It said it flagged 68 billion spam and fraud calls in 2025.
Advertising accounts for the bulk of its income. The company says its ad unit serves around five billion impressions daily to more than 10,000 brands.
Under the arrangement, AnyMind will manage local advertiser relationships and agency partnerships, helping to sell Truecaller’s ad formats across the designated markets. AnyMind operates in 15 markets and provides services spanning marketing, e-commerce and digital operations.
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Hemant Arora, vice president & global head, Truecaller Ads Business, said working with established regional players would strengthen execution on the ground and improve results for advertisers.
Industry executives say platforms integrated into core phone functions can offer advertisers a different kind of exposure compared with traditional social media. Truecaller placements appear within communication flows, such as incoming call screens, putting brand messages in front of users at specific moments rather than within scrolling feeds.
In countries like Nigeria and across the Gulf, rising smartphone adoption and increased online commerce are prompting companies to look for targeted advertising options that deliver measurable returns. At the same time, heightened awareness around fraud and spam has pushed brands to favour environments seen as more controlled and brand-safe.
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For Truecaller, the expansion reflects a steady shift from being viewed purely as a utility app to positioning itself as a scaled advertising platform in high-growth regions. The company is effectively wagering that its large user base in these markets can translate into stronger and more consistent ad revenue in the years ahead.
