Nairobi, Kenya — Truecaller, the global leader in caller identification and spam protection with more than 450 million active users worldwide, has unveiled ROI of Trust, its first comprehensive Advertising Effectiveness Measurement Suite. The new solution enables brands to measure and quantify the real drivers of advertising impact — including attention, trust, confidence, and actionable outcomes.
Introducing a New Standard: ROI of Trust
The ROI of Trust suite is built on the Truecaller Trust and Confidence Framework, offering a transformative approach to understanding how brand messages resonate. It measures whether ads genuinely capture attention, earn trust, and build the confidence needed for consumers to take action — finally making trust a measurable performance metric.
Truecaller emphasised that the Middle East and Africa (MEA) region remains a major growth frontier due to its rapidly expanding digital economy and highly engaged mobile-first users.
“With strong adoption of Truecaller and increasing demand for our solutions, the MEA region presents immense opportunities for trusted communication and brand engagement,” the company noted, reaffirming its commitment to strengthening partnerships across the region.
A Platform Where Attention Meets Action
Hemant Arora, Vice President and Global Head of Ads Business at Truecaller, said the platform’s high engagement levels make it uniquely positioned to deliver meaningful advertising outcomes.
“With high daily engagement, Truecaller has grown into a platform where user attention is both meaningful and actionable. We’re committed to helping advertisers tap into this attention more effectively by offering verified, privacy-safe tools to measure impact more smartly and collaboratively,” Arora said.
Archana Roche, Global Head of Measurement at Truecaller, emphasised the inherent trust users place in the platform. “Every impression on Truecaller carries a halo of trust. Through our Trust and Confidence Framework, we can now quantify how ads in this trusted environment build credibility and inspire belief. When people see brands within this halo, they instinctively perceive them as more reliable and worth engaging with,” she said.
Five Pillars of the Truecaller Measurement Suite
Developed through in-house experimentation and independent research validations, the Measurement Suite features five integrated solutions:
- Trust & Confidence Indices
A proprietary framework that quantifies three crucial dimensions of brand impact: Attention, Trust, and Confidence to Act.
- Brand Lift Studies
In partnership with Kantar and VTION, these studies track full-funnel outcomes — from awareness and recall to favorability and purchase intent. Early trials show positive shifts across Truecaller’s Trust and Confidence Uplift metric.
- Incremental Reach Analysis
Using VTION and privacy-safe data clean rooms, Truecaller measures unduplicated audiences beyond major social platforms, delivering 28–35% incremental reach on average.
- Multivariate Testing
Powered by RainMan Consulting, this capability isolates the effects of creative, format, and placement variables to determine the most effective combinations for high-performing campaigns.
- Marketing Mix Modelling (MMM)
Also powered by RainMan Consulting, this solution uses elasticity modelling and “what-if” simulations to calculate Truecaller’s incremental contribution to overall marketing ROI — helping brands optimise media investments with precision.
All solutions within the ROI of Trust suite operate in privacy-safe environments, relying on passive behavioural signals and independent validation rather than declared user data. Truecaller emphasised that its methodologies prioritise transparency and advertiser confidence, supported by third-party research partnerships.
With ROI of Trust, Truecaller aims to redefine how brands measure advertising efficiency in trusted communication environments — bridging long-standing gaps in attention, trust, and impact measurement at scale.