Truecaller is launching a self-serving platform, Truecaller Ads Manager for the advertisers on its platform. The ad manager will allow businesses to manage their ad campaigns themselves.

It is unclear how this platform works, and what kind of self-management it will give to the businesses? Truecaller said in a statement that Truecaller’s ad platform will be “enabling scale to reach a larger audience in a personalised manner”.

The company which helps us to avoid pesky telemarketing or spam calls, will also be enabling advertisers to launch six-second videos on its platform. While it is unclear how these video ads will be delivered to the user, the company said the the video ads will be delivered contextually to the users.  Since the video duration is too short, we don’t think so it will have Youtube-like ‘skip’ option.

Truecaller claims that Truecaller Ads has grown as a platform with over 300 per cent the past 12-months, and has recorded 200 million impressions on its ads in India. Truecaller had started ads in 2015 in the country.

Control with Advertisers

The Truecaller’s development comes at a time when social media networks are exploring various forms of  online marketing and advertising, and are giving more control to advertisers.

  • Recently, Facebook-owned image sharing network Instagram  introduced three new tools on the platform to simplify Stories for advertisers and marketers on the platform.
  • Last month, Facebook said that it now allows advertisers to place mid-roll ads while streaming longer format videos.
  • WhatsApp is also exploring revenue model with WhatsApp business, which will allow businesses to communicate with users over a chat.

Truecaller’s recent highlights

This year, the company had tied up with Airtel for caller IDs, ICICI for UPI payments, and with Google for integrating the search giant’s Duo calling app. The arrangement with Google enables in-app Duo calls from Truecaller itself.

Previously, the company had tied up with e-commerce firms like Snapdeal and Flipkart to whitelist incoming IVR or delivery agents’ calls. The company also allows its users to sign up on third party services using their login API, like BankBazaar and MobiKwik.