Truecaller has announced a new corporate rebranding and launch of a brand new app icon. The new logo will be live on Google Play Store and Apple App Store. The new branding identity is orchestrated by leading global brand consultancy, Interbrand, and it will be rolled out across the globe over the coming weeks. To see the new app icon and changes, users need to update to the app version 13.34 or newer on Android and version 12.58 or newer on iOS.
Speaking to CNBC-TV18 exclusively on the announcement, Alan Mamedi, Co-founder and CEO, Truecaller said, “We are excited to unveil our new brand identity and logo. The idea was to make the blue colour that people trust, stand out. And as a part of this, we're also rolling out a couple of new features around scam protection as well.”
As part of this refreshed identity, Truecaller users also get a powerful new anti-fraud feature called Search Context, as a part of the Truecaller AI Identity engine. While looking at the search results for any number, Truecaller users will be instantly notified if the name for the number has been recently changed or is being changed frequently.
The app also classifies this contextual message into three colour categories: blue, for a neutral change, yellow, which could be potentially suspicious if the name has changed more than three times in the past seven days and finally red, indicating multiple and frequent name changes which are highly indicative of fraudulent and scammer activity. This message will be shown to all Truecaller users on all search results across Android, iPhone and Truecaller web.
“Scammers would set up a new account on various platforms to communicate with people and try to lure them into something and we also saw that when they create these new accounts, there's no way for people to know whether this is a new user or a new account or someone pretending to be someone,” Mamedi said about adding this new feature.
Apart from the new identity, incidentally, this month Truecaller also crossed a significant milestone with
300 million daily active users. Mamedi attributes the rapid growth of the platform to various factors but he also feels Truecaller undergoing a substantial enhancement for the iOS platform also helped.
“So I think for many years we just didn't focus on the iOS product enough. In fact, our active users on the platform were flat for a very long time. And even on a decline, I would say, until the team decided to regroup, redo the app from scratch, throw out the old code and really start thinking like an Apple-focused company within the company. And since then, we've actually seen a growth that is almost 150 percent on the active users,” he added.
