Truecaller Ads has launched Call-to-Cart, a new commerce feature betting that the moments around a phone call, not just the call itself, can double as a shopping trigger.

The logic is straightforward: mobile commerce loses people in the gap between seeing an ad and actually completing a purchase, with app switches and multi-step discovery flows giving users one too many chances to drop off. Call-to-Cart compresses that journey to two steps, surfacing product recommendations directly on incoming-call and post-call screens, moments that sit entirely outside the usual shopping funnel.

Behind the feature is adVantage, Truecaller’s intelligence engine, which pulls together first-party data, recommendation algorithms and personalisation tools to match offers to user behaviour in real time. With a base of over 500 million users globally, the company is positioning these high-attention call moments as a new, largely untapped commerce touchpoint, particularly useful for categories like FMCG, D2C, beauty, pharma, fintech and mobility, where timing and relevance often decide conversion.

Call-to-Cart also marks something structural for Truecaller Ads: its first product built for direct global rollout, live across more than 150 countries and drawing on billions of daily ad opportunities.

For now, access stays deliberately narrow. Only a curated set of ‘always-on’ advertisers in key markets get in first, with dedicated onboarding and custom integrations, a controlled launch before Truecaller decides how wide this funnel really needs to open.