Truecaller is shifting its business model toward subscriptions and advanced features as user growth begins to plateau in its primary markets, according to a report from TechCrunch.
The caller identification platform, which serves more than 50 and millions of monthly users globally, faces a maturing market where its largest user base is already well-established.
India remains the company's most critical territory, accounting for over 350 million users, or roughly 70% of its total global population, the outlet reported.
New competition from telcos and big tech
As the volume of spam calls increases, Truecaller has transitioned from a basic identification service into a more complex communication layer. To maintain momentum, the company is now leaning on monetization through new tools like its AI Assistant and Family Protection features.
The company's expansion into AI-driven services follows a partnership with Microsoft to allow its AI to respond to calls using a user's own voice.
However, the platform faces mounting pressure from infrastructure-level solutions. In India, telecom providers are deploying Calling Name Presentation (CNAP) and dedicated number series for verified businesses to combat spam.
Simultaneously, major smartphone manufacturers are integrating native security features directly into their operating systems. Apple and Google have both introduced built-in caller identification and spam-blocking capabilities for iOS and Android users, respectively.
To stay relevant, Truecaller is also deploying community-driven tools like Community Suggestions to augment its database of known callers and scammers.
