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Truecaller faces mounting pressures as its growth matures

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Truecaller is one of the world’s most widely used caller identification platforms, with more than 500 million users. Now it’s entering a more challenging phase as growth slows in its largest market and competition intensifies across telecom networks and smartphone platforms.

Much of Truecaller’s growth has been driven by India, which accounts for over 350 million users, or about 70% of its global base. The volume of spam and unwanted calls has turned the app from a simple caller ID service into a more embedded layer of everyday communication.

That position is now shaping its next phase. The company has introduced features such as AI Assistant and Family Protection to drive monetization, alongside tools like Community Suggestions to stay relevant as competition intensifies. This comes as telecom-led solutions such as Calling Name Presentation (CNAP), dedicated number series for verified business calls, and AI-based spam protection gain traction in India. Meanwhile, smartphone makers including Apple and Google continue to build caller identification and spam-blocking capabilities into their operating systems.

As competition increases, Truecaller’s growth is starting to slow. Data shared with TechCrunch from Sensor Tower shows downloads from India fell 16% year-over-year in 2025, while global downloads declined 5%, marking a reversal after several years of growth. Separate data from Appfigures shows downloads peaked at 175 million in 2021, dropped sharply in 2022 and have since hovered around 120 million annually.

Image Credits:Jagmeet Singh / TechCrunch

India remains Truecaller’s largest market, but its share of downloads has declined from over 70% at its peak to the mid-50s in recent years, pointing to a gradual shift in new user growth toward other markets.

Truecaller’s shift in growth dynamics is being closely watched by investors. The company’s shares have fallen about 78% since its 2021 IPO and are down around 37% so far this year, underscoring investor concerns about its growth outlook and business model. Chief Executive Rishit Jhunjhunwala told TechCrunch that one of the key questions from investors has been around the impact of CNAP in India. He also acknowledged recent headwinds in parts of the business, without elaborating further.

CNAP, an initiative pushed by India’s telecom regulator and is being implemented by telecom operators, displays caller names based on KYC records at the network level without requiring third-party apps. This overlaps with part of Truecaller’s core offering, but is more limited in scope.

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Truecaller’s Jhunjhunwala said the company does not see CNAP as a disruption but as validation of the problem.

“Truecaller operates as a global platform with a much richer and dynamic intelligence layer — spanning spam detection, fraud prevention, business identity, and user context across calls and messages,” he said. “This allows us to go significantly beyond basic caller ID.”

Truecaller’s Community Suggestions show user-generated context about incoming callersImage Credits:Truecaller

Bharath Nagaraj, director of equity research at Cantor Fitzgerald, said CNAP could slow user growth but is unlikely to materially disrupt Truecaller’s core business in the near term. Instead, he pointed to pressure in the company’s advertising segment — driven in part by changes from Google — as the more immediate challenge.

“If you look at the earnings for the company, 65%–70% of it now comes from ad revenue. And that impacted recently,” Nagaraj told TechCrunch.

In its last earnings call (PDF), Truecaller said that it lost roughly one-third of ad traffic from its largest partner in August 2025 — a partner analysts on the call identified as Google. Jhunjhunwala attributed the drop to an unresolved “algorithm issue,” while CFO Odd Bolin said the partner still accounts for more than a third of total revenue. The company is now adding new partners and building its own ad exchange to reduce dependence on any single platform.

But even moving to an in-house ad exchange may not fully address the challenge. Advertising remains highly competitive, with brands able to spend across multiple digital platforms, said Nagaraj. “You can show your ads on Truecaller, but you can also show them on Facebook,” he said.

In-app revenue continues to grow

The pressure on advertising comes even as other parts of Truecaller’s business are on a different trajectory. Data from Appfigures shows that while downloads have plateaued in recent years, gross in-app revenue has risen sharply — from $600,000 in 2017 to $39.3 million in 2025. It has already reached $13.4 million this year as of April 20.

Monthly revenue generated by in-app purchases on Truecaller is now consistently above $2 million and still climbing, per Appfigures.

Image Credits:Jagmeet Singh / TechCrunch

Truecaller’s presence on iOS has also grown from less than 5% of its total downloads in 2020–2021 to around 11–12% in recent years, per Appfigures, highlighting a shift toward higher-value markets. The company has stepped up efforts on Apple’s platform, including launching real-time caller ID for iPhone in early 2025 and rolling out feature updates to improve parity with its Android app.

Nonetheless, Apple recently expanded its call-screening capabilities, which could reduce the need for third-party apps among iPhone users.

Another key pillar of Truecaller’s monetization strategy is its enterprise offering, Truecaller for Business, which enables companies to verify their identities and communicate with customers via calls and messaging. The segment has been growing steadily, with revenue rising 39% in constant currency in 2025. Truecaller’s Jhunjhunwala said the company is expanding the platform globally by opening its chat services to partners and offering tools such as verified business caller ID to help enterprises verify identity and reach customers.

Alongside its enterprise push, Truecaller has also been expanding its consumer subscription business, which has over 4 million paid subscribers globally, as more users opt for features such as advanced spam protection, AI-based call screening, and an ad-free experience.

In the past, Truecaller has been criticized over how it builds and maintains its vast database of phone identities. An investigation by The Caravan raised questions about consent and data collection practices, particularly in India, where data protection laws have so far been less stringent. Truecaller has denied wrongdoing and maintains that it complies with applicable regulations, but the debate underlines the broader challenge of balancing utility, scale, and user privacy.

Despite all these challenges, Truecaller sees significant room for growth. The company is focused on addressing the rising complexity of communication, Jhunjhunwala said, as spam and scam calls become more sophisticated with advances in AI. Similarly, it plans to expand across all three revenue streams — advertising, enterprise services, and premium subscriptions — as it looks to sustain growth across markets. Whether that will be enough, however, may depend on how quickly it can adapt as caller identification shifts from standalone apps to the network, and to the phone itself.

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“I SAW CHAMPIONS IN MOROCCO, TONIGHT THE WORLD HAS SEEN THEM!” — SSA Adeboye Celebrates Flamingos’ Historic World Cup Victory

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There are victories that bring celebrations, and there are victories that change the story of a nation. For Nigeria’s Flamingos, Saturday night’s triumph over Japan in Morocco belongs firmly to the latter.

And for the Senior Special Assistant to the President on Grassroots Sports Development, Hon. Adeyinka Anthony Adeboye, who travelled to Morocco to support the girls, the historic achievement carries a particularly personal meaning.

The Presidential aide was full of emotion following Nigeria’s 2-1 victory over Japan in the final of the 2026 FIFA U-17 Women’s World Cup in Rabat, a result that crowned the Flamingos Africa’s first champions in the history of the competition.

But rather than dwell solely on the trophy, Adeboye reflected on a moment away from the cameras and the cheering crowds: his encounter with the players in their dressing room during the tournament.

“I remember looking at those girls in Morocco and seeing young Nigerians who were not afraid of anybody. I spoke to them as a father would speak to his daughters. I encouraged them, and I could feel how badly they wanted to make this country proud. Tonight, I am not just celebrating a trophy. I am celebrating those girls and the courage they carried onto that pitch.”

The Flamingos’ journey to the title was anything but straightforward.

Beaten by Poland in their opening match, Hakeem Busari’s side could easily have allowed disappointment to define their campaign. Instead, they turned adversity into motivation, recording six consecutive victories and defeating Japan in a final decided by goals from Awawu Bashiru and Oluebube Umejiaku.

For Adeboye, the manner of the triumph was just as significant as the result.

“What impresses me most is not that they won every match after losing to Poland. It is that they refused to allow one bad day to destroy their dream. That is a lesson many adults can learn from these children. They fell, they stood up, and they kept going until the world had no choice but to recognise them.”

The SSA reserved special praise for Busari, whose handling of the squad he described as an important example of what can happen when young athletes receive the right guidance.

He also celebrated captain Azeezat Oduntan and her teammates, insisting that every member of the squad, whether on the pitch or on the bench, had contributed to a victory that would be remembered for generations.

Adeboye thanked President Bola Ahmed Tinubu for his commitment to sports development and acknowledged the efforts of the National Sports Commission, led by Mallam Shehu Dikko and Hon. Bukola Olopade, as well as the Nigeria Football Federation.

However, the Presidential aide said the greatest tribute Nigeria could pay its new world champions would be to ensure that thousands of other talented children are given similar opportunities.

“The question we must ask ourselves now is simple: how many girls like these are still playing on rough fields in our villages, without boots, without coaches and without anybody to notice them? Imagine what Nigeria could achieve if we deliberately searched for those children and gave them the same chance.”

He said the Flamingos’ success had given added significance to the National Grassroots Sports Development Summit scheduled for November 18–19, 2026, at the Banquet Hall, State House, Presidential Villa, Abuja.

According to him, the summit must help move Nigerian sports away from depending on occasional discoveries towards a system in which talent identification and development become continuous processes.

“We cannot keep waiting for exceptional children to find their own way to the top. We must create the roads that will take them there. That is the responsibility before us, and these girls have reminded us why it matters.”

Then came a final message that captured the personal satisfaction of a man who had watched the young Nigerians pursue their dream on Moroccan soil.

“To my daughters, the Flamingos, I say thank you. Thank you for the joy you have brought to our country. Thank you for proving that a Nigerian girl can stand before the world and refuse to be intimidated. When I saw you in Morocco, I saw champions in the making. Tonight, the whole world has seen what I saw.”

For Adeboye, the trophy will eventually find its place in Nigerian football history.

What must not be allowed to fade, he believes, is the lesson behind it: somewhere in Nigeria, another generation of champions is waiting for its opportunity.

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COP31: What Nigeria, other African countries will push for at UN climate summit

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As world leaders prepare to convene in Antalya, Türkiye, for the 31st session of the Conference of the Parties (COP31) to the United Nations Framework Convention on Climate Change (UNFCCC), the African Group of Negotiators (AGN) says it will push for increased climate finance, including an ambitious replenishment of the Green Climate Fund (GCF), among other priorities.

The group said securing adequate and predictable climate finance, particularly grant-based and concessional funding, would be central to Africa’s negotiating priorities at the conference.

This was disclosed by the AGN Chair, Nana Antwi-Boasiako, on the sidelines of the pre-COP31 meetings on Friday.

The AGN is a coalition of climate change negotiators representing all 54 African countries at the UNFCCC and other international environmental negotiations. Nigeria is a member of the group and will negotiate under its umbrella at COP31.

Nigeria’s delegation and technical support is expected to be led by the Nigeria Council on Climate Change Director General, Omotenioye Majekodunmi.

In a speech recorded and published on the AGN’s social media platforms ahead of the formal commencement of COP31, scheduled to hold from 9 to 20 November, Mr Antwi-Boasiako said African countries would seek stronger financial commitments to support the implementation of their climate targets and adaptation plans.

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According to him, the continent has made considerable progress in establishing the structures needed to implement the Paris Agreement, but inadequate financing remains a major obstacle.

He cited progress in developing Nationally Determined Contributions (NDCs), carbon market mechanisms under Article 6 of the Paris Agreement, National Adaptation Plans and the Enhanced Transparency Framework.

However, he said many developing countries were struggling to implement their climate commitments because of financial constraints.

“All these issues are structures that are going to support implementation. The key question now is: Where is the money? Where is the financial ambition to help us implement those commitments that we are making as developing countries?” the AGN chair said.

He noted that the group had submitted proposals for agenda items on tripling adaptation finance and replenishing the Green Climate Fund, describing both as critical to advancing climate action across African countries.

He explained that the proposed agenda item on adaptation finance was intended to provide an opportunity to clarify and establish operational arrangements for implementing the decision reached at COP30 in Belém, Brazil, to triple adaptation finance.

The group also wants COP31 to support an ambitious replenishment of the Green Climate Fund next year, describing the facility as particularly important for financing climate action in African countries.

COP31: From consensus to action

COP31 is expected to focus on translating climate commitments into concrete action, with an emphasis on implementation.

The summit will operate under an unusual shared leadership arrangement, with Türkiye hosting the conference while Australia leads the negotiations. Its overarching slogan, “Where Dialogue Becomes Global Action”, reflects the ambition to move beyond climate pledges towards practical implementation.

Beyond the proposed agenda items, the African negotiating bloc is seeking to defend the existing financial obligations of developed countries under the Paris Agreement.

Mr Antwi-Boasiako said Africa was not opposed to expanding the contributor base for climate finance but insisted that such an arrangement must not be used to weaken the obligations of developed countries.

Citing Article 9 of the Paris Agreement, he explained that Article 9.1 establishes the obligation of developed-country parties to provide financial resources to support developing countries, while Article 9.2 provides for contributions from other countries that are in a position to do so.

He argued that developed countries must demonstrate leadership by fulfilling their existing commitments before seeking additional contributions from other countries.

“You cannot abandon your obligations and use something that is not an obligation to replace your obligation,” he said.

The AGN chair disclosed that two policies had recently been adopted at a Green Climate Fund Board meeting ahead of the fund’s next replenishment. One concerns grant-based contributions, while the other addresses the expansion of the contributor base.

The group hopes the replenishment process will demonstrate leadership from developed countries before other countries are encouraged to contribute.

He also identified disagreements between developed and developing countries over climate finance as a major political divide in the negotiations.

While developing countries are demanding credible, predictable and scaled-up grant-based financing, developed countries have cited geopolitical tensions and domestic economic difficulties as constraints on their ability to increase financial contributions.

Mr Antwi-Boasiako, however, questioned the justification for these funding constraints, arguing that developed countries had demonstrated their ability to mobilise substantial resources when other priorities, including energy security, were at stake.

Africa seeks equitable energy transition

The African Group is also seeking progress on the Just Transition Mechanism, insisting that its implementation must reflect the continent’s development realities.

Mr Antwi-Boasiako said the mechanism should go beyond an energy-focused approach to address workers’ welfare, natural resource management, energy poverty and the broader economic implications of the transition.

He warned against an approach that could leave African economies worse off by forcing them to abandon resources they still need for development.

“For the African continent, we think that the transition away from fossil fuels must happen in a more equitable manner. We have a continent that has other challenges. And so we cannot allow our natural resources to be stranded when we need those resources to develop,” he said.

He acknowledged that discussions on the transition away from fossil fuels were continuing but noted that there was no formal negotiated agenda item specifically addressing the issue.

Rather, the discussions were being pursued through a roadmap developed by the COP Presidency outside the formal negotiation process.

The AGN’s position, however, is that countries with higher emissions and greater levels of pollution should lead the transition before other countries follow.

Mr Antwi-Boasiako stressed that the process must be designed to prevent economic hardship in developing countries.

“It is not just energy transition, but transitioning where we are able to make sure that our economies don’t suffer within the transition,” he said.

Climate and trade, other priorities

The African negotiating bloc is also seeking discussions on climate and trade, particularly the implications of unilateral trade measures that could undermine the progress of developing countries.

Mr Antwi-Boasiako said the group was working to secure the adoption of its proposed agenda item to create room for negotiations on the relationship between climate policies and international trade.

He also expressed concern about initiatives introduced under the COP Presidency’s action agenda without adequate consultation with parties.

While the AGN does not oppose initiatives led by the presidency, he said such programmes should not be introduced into formal negotiation texts without proper consultation and party-driven processes.

The group also wants to strengthen the participation of young Africans in climate negotiations through capacity-building programmes that would prepare a new generation of negotiators.

READ ALSO: CBD COP17: Why African countries struggle to mobilise biodiversity funding – AfDB official

COP31 as foundation for COP32

The AGN described COP31 as an important opportunity to strengthen Africa’s negotiating position ahead of COP32, which will be hosted by Ethiopia next year.

Mr Antwi-Boasiako said the group had commenced pre-sessional coordination meetings in Antalya on 1 November, followed by engagements with national focal points and other African delegates.

The group is also engaging other negotiating blocs within the Group of 77 and China to secure broader support for its proposed agenda items ahead of the formal adoption of the COP31 agenda, scheduled for 9 November.

He said Africa’s negotiating strength depended not only on internal coordination but also on building consensus with other developing countries.

The AGN chair cited the continent’s contributions to the establishment of the Green Climate Fund, the Loss and Damage Fund, and the inclusion of adaptation provisions in the Paris Agreement as examples of the group’s influence in international climate negotiations.

The group also called on civil society organisations and the media to help amplify Africa’s priorities throughout the conference.

Mr Antwi-Boasiako said the outcome of COP31 should provide a strong foundation for the continent as it prepares to host the next climate conference.


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