Truecaller Expands Ad Reach in MENA and Southeast Asia with AnyMind Partnership

Truecaller is doubling down on its advertising ambitions in emerging markets, striking a new partnership with AnyMind Group to grow its direct sales presence across the Middle East and North Africa (MENA) and Southeast Asia.

The Stockholm-headquartered communications platform has appointed AnyMind Group as its exclusive intermediary for advertising inventory in a wide list of markets: Egypt, the UAE, Qatar, Saudi Arabia, Ghana, Nigeria and Morocco, as well as Malaysia, Singapore and Vietnam. In short, it’s a broad sweep across two of the world’s most dynamic digital regions.

The focus is clear. Truecaller wants more brands and agencies to tap into its premium ad formats and reach users who are not just scrolling aimlessly, but actively engaged. With its data-led targeting tools and contextual placements, the company is positioning itself as a trusted, brand-safe environment, something that, let’s be honest, is not always guaranteed in the wider digital ad ecosystem.

I’ve seen quite a few platforms talk about “high-intent audiences”, but in markets like MENA, where mobile usage is practically glued to everyday life, the opportunity feels spot on. Truecaller says it now counts more than 450 million monthly active users globally, with over a billion downloads since launch. In 2025 alone, it identified 68 billion spam and fraud calls. That scale gives advertisers serious reach, and not in a vague, vanity-metric sort of way.

Hemant Arora, Vice President of Global Ad Sales Business at Truecaller, described the tie-up as a critical step in expanding the company’s global ad operations. He noted that working with strong regional players such as AnyMind Group allows Truecaller to bring local expertise and measurable outcomes to advertisers, particularly in high-growth markets where digital maturity is evolving quickly.

From AnyMind’s side, Aditya Aima, Managing Director for Growth Markets and Co-Managing Director for India and MENA, said the company sees strong potential in opening up Truecaller’s inventory to brands across MENA and Southeast Asia. He pointed to the combination of Truecaller’s scale and trusted ecosystem with AnyMind’s local market depth as a way to drive more relevant and high-impact results for advertisers.

That makes sense. AnyMind is not a small outfit testing the waters. Founded in 2016, the company operates a Business-Process-as-a-Service model spanning marketing, e-commerce and digital transformation. It employs more than 2,000 staff across 24 offices in 15 markets, including the UAE and Saudi Arabia. As of September 2025, it supports over 1,000 enterprises for marketing, more than 190 for e-commerce, alongside 1,800 publishers and 2,100 creators. That’s not just a foot in the door, it’s the whole leg.

Advertising remains Truecaller’s primary revenue stream. The company says its ad platform delivers around 5 billion impressions daily and is used by more than 10,000 brands. It has been publicly listed on Nasdaq Stockholm since October 2021, and this latest move fits neatly into its broader strategy of strengthening local partnerships to unlock monetisation opportunities in emerging markets.

On the flip side, expanding direct sales through an intermediary can sometimes be a bit of a faff if roles and expectations are not crystal clear. But with exclusivity baked into this agreement across multiple countries, the structure appears designed to avoid that muddle.

For founders and adtech players across our region, there’s a bigger picture here. MENA and Southeast Asia are no longer the “next big thing”; they are the thing. At Arageek, we often hear startup founders talk about the struggle to access scaled, brand-safe inventory without relying entirely on global walled gardens. Partnerships like this suggest there is room for alternative platforms to step up, and I reckon that’s healthy for the ecosystem.

Truecaller’s bet is simple: combine its global data capabilities and user trust with AnyMind’s boots-on-the-ground relationships, and the revenue will follow. Whether it will translate into definitly stronger market share in these regions remains to be seen. But as expansion plays go, this one feels calculated rather than flashy, and in today’s climate, that’s probably the smarter move.

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