Truecaller is doubling down on its advertising ambitions across the Middle East and Africa (MEA) with the appointment of Saraswati Agarwal as Regional Sales Head for Ad Solutions. The move comes as the company looks to scale its presence in one of the fastest-growing digital ad markets in the world.
With over 15 years of experience across top-tier media and tech companies like Bloomberg, CNN, and ITP Media, Agarwal brings a sharp understanding of digital monetization, regional nuances, and cross-sector market expansion. Her arrival at Truecaller underscores the company’s intent to go beyond caller ID into a full-fledged advertising and communications platform—especially in mobile-first economies.
“Truecaller has become a household name across key African markets,” said Hemant Arora, VP of Global Ad Sales. “With Saraswati’s appointment, we’re strengthening our sales footprint to offer tailored, locally-relevant support across MEA.”
Why This Matters
The MEA region is experiencing a seismic shift in how brands engage with consumers. Digital ad spend is expected to surge to over $44 billion by 2032, growing at a CAGR of nearly 24%, fueled by increasing internet and smartphone penetration. Young, mobile-savvy populations are driving demand for programmatic, influencer-led, and video-first ad formats.
Truecaller, already boasting strong adoption in Egypt, Nigeria, South Africa, and Kenya, is positioning itself as a one-stop shop for mobile advertising in the region. With over 34 strategic partners already on board, the company is laying the groundwork for what it calls a “new phase of expansion.”
Beyond Caller ID
While many know Truecaller as a spam-call detection app, its pivot toward becoming an ad platform is gaining traction. Truecaller Ads offers an arsenal of immersive, interactive formats that blend naturally into the app’s UI—turning moments of user attention into high-impact brand impressions. The new formats are engineered to create more memorable, native advertising experiences that go beyond basic display ads.
“I’m excited to join Truecaller at such a pivotal time,” said Agarwal. “We’re launching powerful new ad formats that allow brands to connect with audiences more meaningfully. I look forward to helping expand our reach and deliver performance-driven solutions across MEA.”
The Bigger Picture
As global advertisers seek growth in emerging markets, Truecaller’s evolution into an ad tech powerhouse in MEA could prove timely. Its strong market penetration, coupled with high user engagement and regional expertise, gives it a head start in markets where Western platforms sometimes struggle to localize effectively.
Agarwal’s appointment signals not just a personnel update, but a strategic inflection point in Truecaller’s global advertising journey. With the MEA market heating up, all eyes will be on how effectively Truecaller can convert its popularity into ad revenue—and how it competes with more established ad ecosystems.
