The caller ID application Truecaller has recently heightened its efforts in blocking spam calls, now intercepting between 38 and 40 billion such calls annually for its user base of over 374 million individuals.
In a bid to entice more users to opt for its premium subscription tiers, Truecaller has enhanced its filtering technology. A new update named “Max” for Android premium subscribers leverages artificial intelligence to automatically block any incoming call that does not originate from an approved contact or is flagged as potential spam by the AI, even if the number is not currently listed in Truecaller’s database.
Previously, call blocking and other actions were primarily guided by the information available in the database, supplemented by individual user screening.
It’s important to note that this update is exclusive to Android devices, as Apple’s iOS does not permit Truecaller (or similar caller ID services) to automatically check the spam status of incoming calls. Consequently, Truecaller provides a more basic service for iPhone users based on CallKit functionality.
These developments coincide with a critical juncture for Truecaller’s business. In the fourth quarter, the company experienced a 4% year-on-year decline in revenue, amounting to $41.52 million. Moreover, in India—Truecaller’s largest market with 259 million users—the Indian telecom regulator has proposed the implementation of a Truecaller-like caller ID service across all telecom networks to combat spam calls. While this proposal faces opposition on privacy and technological grounds, its potential enactment could pose a direct competitive challenge to Truecaller.
The introduction of this new feature underscores Truecaller’s belief in the business opportunity presented by addressing users’ frustration with spam calls, even if it means potentially missing legitimate calls from unknown numbers or non-spammers.
Truecaller is banking on the growing interest in AI technology, betting that any apprehensions users may have can be outweighed by curiosity about its effectiveness in combating spam while simultaneously driving premium subscriptions.
Truecaller’s premium subscription tiers range from $9.99 per month to $99.99 per year, depending on various factors such as the number of users covered.
To access the new spam-blocking feature, users must update their Truecaller app to version 13.58 or later and navigate to Settings > Block.
