Truecaller launches study mapping India’s urban attention patterns

The report highlights how Truecaller has become a daily high-attention touchpoint for millions of Indians

by e4m Staff
Published: Dec 3, 2025 5:28 PM | 2 min read

Truecaller today released a new analysis of how India’s 400 million urban smartphone users engage across apps, revealing strong habitual usage patterns and a premium, high-intent audience profile. The study is based on passive mobile behaviour data from VTION’s urban smartphone panel, extrapolated to India’s full urban base.

The report highlights how Truecaller has become a daily high-attention touchpoint for millions of Indians. With 310 million active users in India and 450 million globally, the platform plays a distinctive role in how people verify, respond, transact and make decisions in low-noise, high-intent moments.

“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,” said Archana Roche, Global Head of Measurement, Truecaller

Link to the report -
https://ads-media.truecaller.com/a6c8fce4-7912-41d1-b4f5-99c2f7392b10

Methodology

The analysis is based on VTION’s passive mobile behaviour measurement panel which captures real continuous app usage signals. The dataset reflects 400 million urban
smartphone users and is extrapolated from the August 2025 panel with 95 percent confidence.

The report shows that Truecaller provides 26 to 38 percent verified incremental reach with audiences that are typically over and above other digital channels. This habitual
high-frequency engagement creates additive attention rather than overlapping impressions.