In 2024, India Lost `220 Bn To Cyber Fraud & Spams: Truecaller’s Tulika Nandy

At the e4m Real-Time Programmatic Advertising Conference 2025, Tulika Nandy, Senior Lead - Programmatic Ads at Truecaller, presented a session titled “Unlock the Festive Engagement: A True Opportunity in Billions of Everyday Hellos.”

Opening her talk, Nandy emphasised Truecaller’s mission: “I’m leading the global programmatic ads business here at Truecaller with a very simple mission of making ads meaningful to our users by showing the right ad at the right time to the right user.”

Highlighting the platform’s scale and role in everyday communication, she said: “Every single day at Truecaller, we are transforming such simple billions of hellos into most powerful brand impacts by unlocking meaningful engagement and billion-dollar brand opportunities.”

Nandy underlined the growing crisis of trust in communication. “One out of every three calls that people receives today are outside of their contact list… users are bombarded with three spam messages daily, that’s over 1,000 messages per user per year. Globally, at Truecaller, we blocked 56 billion spam calls last year. In 2024, India alone lost 220 billion rupees to cyber fraud and spams.”

Against this backdrop, she said Truecaller’s role is clear: “Our mission at Truecaller is very simple, yet very powerful. That is to make tomorrow’s communication more smarter, safer, and more efficient.”

Sharing the platform’s scale, she noted: “Truecaller stands tall with 450 million monthly active users globally, with India alone standing at 310 million… our reach isn’t just massive, it’s diverse. Over 50% of our users are from tier two and tier three markets.” She also highlighted that 20,000+ brands trust the platform, with 10,000 advertisers active daily, and that Truecaller delivers “more than 5 billion impressions every single day.”

She positioned Truecaller as delivering IPL-like scale every day: “These events happen once a year or once every two years. But we at Truecaller deliver the same scale every single day for a sustained impact for brands.”

Turning to the festive season, Nandy said the data clearly reflects category surges: “Jewellery category surges up by 78%, mobile OEM by 42%, auto by 23%, consumer durables by 21%, and e-commerce platforms by 27%.” She stressed that this “represents billions of rupees in increased purchase intent happening right when people are more receptive to the brand messages.”

Closing her address, she urged marketers to seize the moment: “We are living in an era where communication trust is at an all-time low, yet communication frequency is at an all-time high. Truecaller sits at this unique intersection… So when a lot of conversations are happening around which platform to choose, which audience to get, the question is—are you part of those conversations? If not yet, then here’s from Truecaller: please take the right call.”