Applications
Truecaller launches AI-powered platform ‘advantage’ that boosts smarter ad targeting
MUMBAI: When AI meets communication, magic happens. Truecaller, the global communications platform, has unveiled advantage, an AI-powered recommendation engine designed to revolutionise how businesses engage users in high-attention moments.
Built on a central intelligence hub that continuously learns from user interactions, adVantage tailors messages across business messaging, contextual advertising, and enterprise solutions. By analysing anonymised, aggregated data in real time, the platform delivers highly personalised, privacy-safe experiences for consumers while helping businesses optimise engagement and drive growth.
“Relevance is the new currency,” said Truecaller global CEO Rishit Jhunjhunwala. “advantage ensures businesses don’t just reach users, they understand them and provide value at every touchpoint. It’s central to our strategy of building scalable growth engines and redefining how businesses create impact.”
The platform’s pilot phase showed impressive results: open rates jumped 400 per cent on Truecaller’s messaging platform, with up to a 50 per cent lift in click-through rates across high-intent sectors like automotive, fintech, edtech, and e-commerce. The framework reaches over 200 million users, transforming brand awareness into measurable outcomes.
Advantage operates through three modules: Discover: Identifies new, relevant audience segments and expands visibility; engage: ee-targets users to boost mid-funnel performance and guide conversions; perform: optimises key business outcomes such as leads, app installs, and direct commerce automatically.
“Truecaller advantage gives businesses a real edge,” said advantage lead Liniker Seixas. “Multiple AI models continuously learn and optimise campaigns, ensuring every investment drives stronger results.”
By harnessing Truecaller’s ecosystem, advantage empowers brands to reach the right audience, deepen engagement, and accelerate conversions, all while staying privacy compliant.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
