Truecaller's Survival Strategy: Enterprise, Subscriptions, and Its Own Ad Exchange

[AIcash]

Despite slowing downloads and advertising headwinds, Truecaller is not standing still. The company's in-app revenue has grown from $600,000 in 2017 to $39.3 million in 2025, with monthly in-app purchase revenue now consistently above $2 million and still climbing. The consumer subscription business has passed 4 million paid subscribers globally, with users opting for features like advanced spam protection, AI-based call screening, and an ad-free experience. Meanwhile, Truecaller for Business — its enterprise segment that helps companies verify their identities and communicate with customers — grew revenue 39% in constant currency in 2025, with the company now expanding the platform globally.

To reduce its dangerous dependence on a single advertising partner, Truecaller is building its own in-house ad exchange. However, analysts note that the advertising market is deeply competitive — brands can reach audiences on Facebook, Google, and dozens of other platforms, making it difficult for Truecaller to command pricing power on its own. The company's iOS presence has also grown from under 5% of downloads in 2020 to around 11-12% today, pointing to a gradual shift toward higher-value markets. Whether these moves are enough to offset the structural challenges — telecom-level caller ID, platform-native spam blocking, and a concentrated ad revenue base — will determine if Truecaller can reinvent itself before the window closes.

[chainsniff]

4 million paid subscribers who pay to not see ads on an app that identifies phone calls. the premium tier experience really is something.