Truecaller scales native video monetization with the Moloco SDK
About
Truecaller
Truecaller is one of the world's largest mobile communication platforms, known for caller ID, spam blocking, and fraud protection. Founded in Sweden and headquartered in Stockholm, the app is especially strong in mobile-first markets across India, the Middle East, Africa, and Southeast Asia. As of March 2026, Truecaller crossed 500 million monthly active users globally on iOS and Android.
Challenges
Turning engagement into revenue without breaking the experience
For Truecaller, high engagement was never the problem. The opportunity was to try to unlock more value from that engagement while preserving the experience users depend on.
Rich formats like native video were the obvious opportunity. Native video has the ability to carry additional value beyond standard display when it serves reliably at high volume. Truecaller needed a reliable monetization partner who could help deliver it inside a demanding, large-scale environment.
Solution
Truecaller integrated the Moloco SDK to help unlock native video across its inventory, combining Truecaller's high-quality, highly engaged audience and premium mobile environment with Moloco's demand and monetization capabilities. The partnership created a new opportunity for Truecaller to capture greater value from its inventory, while enabling Moloco to extend its advertisers' reach into one of the world's largest mobile communication platforms.
The format suits a consumer app well. Gaming apps have natural breaks for a full-screen ad, like the pause between levels. A communication app is different. People use Truecaller in short intent-driven bursts: checking an unknown number, screening a call, verifying a business message. An ad has to belong in that flow, not interrupt it. Native video sits inside the app's own layout, carrying the value of video without taking over the screen. That can allow a high-frequency communication app to earn more from its inventory while protecting the user experience.
Results
Comparing the daily average of the pre-SDK integration period (May 1 to August 18, 2025) against the daily average of the post-SDK integration period (August 29, 2025 to June 2026), the native video ad revenue Truecaller earned through Moloco grew roughly 32x, and blended eCPM across Moloco-served native video inventory improved by about 40%.
That eCPM gain matters as much as the volume. The growth was not just more impressions at lower prices. The value of each native video impression rose alongside the increase in volume, and Truecaller earned more per impression from the Moloco channel as volume scaled. The results highlight the value created on both sides: Truecaller was able to unlock greater monetization from its native video inventory, while Moloco gained a scalable, high-quality publisher environment through which its advertiser demand could reach Truecaller's engaged audience.
Truecaller's largest market, India, accounts for about 85% of their Moloco-driven native video ad revenue and saw average daily native video ad revenue grow roughly 37x across the same period. The scale of the opportunity also underscores the value of Truecaller's reach in India, giving Moloco's advertiser demand access to one of the country's largest and most engaged mobile audiences through native video inventory.
“Native video presented a clear opportunity for us to unlock more value from our inventory, but doing so at our scale required the right technology and demand ecosystem. The Moloco SDK has helped us bring this opportunity to life, while our reach and engaged audience provide Moloco's advertisers with access to a differentiated mobile environment. The results demonstrate the value of what we can achieve together.”
- Tulika Nandy, Global Head, Programmatic Ads at Truecaller
For a mobile communication platform with 500 million active users globally, the opportunity was bigger than monetization alone: Truecaller unlocked more value from its inventory while maintaining the experience users trust, and Moloco gained a scalable publisher environment through which its advertiser partners could connect with a highly engaged mobile audience. Together, the partnership demonstrates what effective publisher-demand collaboration can deliver: better value for the publisher, stronger opportunities for advertisers, and a better experience for users.
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