Snapdeal customers with Truecaller app installed on their phones will now be able to easily identify and filter out incoming IVR or delivery verification calls while shopping online. The ecommerce company will integrate TrueCaller Priority—a feature which allows TrueCaller app users to identify and filter out specific calls—with the company’s IVR and order confirmation system.

All calls received by Snapdeal users who have placed an order will be clearly marked as ‘Snapdeal Order Team’ or ‘Snapdeal Delivery Team’ in Truecaller, and will also be color coded in purple. This will ensure that users do not miss a confirmation call. Speaking on the TrueCaller integration, Snapdeal’s Chief Customer Experience Officer Jayant Sood said that it will “help reduce a key friction point in the delivery process; ensuring that our customers don’t miss out on any important calls from Snapdeal, and also increase the daily rate of deliveries for us by increasing the call completion rate.”

At times, TrueCaller does not display accurate information pertaining to phone numbers, and in most cases, a delivery personnel is assigned a recycled or old phone number by the company. This could lead to customers rejecting calls, leading to an increase in delivery failure rate. The TrueCaller Priority feature is an interesting workaround to lower delivery failure rates for ecommerce sites or basically any other business (like food delivery) that uses last-mile logistics to deliver items/orders.

 Other TrueCaller partnerships

Note that this isn’t the first ecommerce company in India that TrueCaller has partnered with. In October last year, Flipkart’s logistics arm eKart tied up with TrueCaller to display more contextual information on the call when a user is waiting for an Ekart delivery, and also to filter out calls from eKart as important. Apart from this, TrueCaller also provides login APIs to developers that allow users to authenticate their credentials using Truecaller account, instead of Facebook or Google or filling out forms manually.  Most recently, the company deployed this on BankBazaar’s platform to ensure that its partner banks and financial institutions receive registrations from genuine users. Mobile Wallet app MobiKwik also partnered with Trucaller for the same feature in September last year.

As of August 2016, Truecaller claimed to have over 100 million Indian users, making over 500 million calls monthly via its app. It also claimed to have a database of 1.7 billion numbers from India and blocked over 120 million spam calls on a daily basis.