Swedish caller identification and spam blocking platform Truecaller has entered into a strategic direct sales reseller agreement with AnyMind Group, appointing the Asia based Business Process as a Service firm as the exclusive intermediary for its advertising inventory across multiple markets in Africa, the Middle East and Asia.
Under the agreement, AnyMind Group will manage and expand direct advertising sales for Truecaller in Egypt, the United Arab Emirates, Qatar, Saudi Arabia, Israel, Ghana, Nigeria, Morocco, Malaysia, Singapore and Vietnam. The partnership significantly broadens Truecaller’s direct commercial footprint in high growth markets where mobile usage and digital advertising spend are rising rapidly.
Truecaller, which has built a global user base through its caller identification, spam filtering and communication safety services, has increasingly monetised its platform through advertising solutions targeted at brands seeking high intent mobile audiences. The company’s ad products leverage contextual engagement within its app ecosystem, offering display placements, branded call experiences and performance driven formats.
By appointing AnyMind Group as an exclusive reseller in these territories, Truecaller aims to strengthen relationships with regional advertisers while localising its go to market strategy. AnyMind Group specialises in marketing technology, publisher monetisation, e commerce enablement and digital transformation solutions, positioning it to bridge the gap between global tech platforms and local brands.
The selected markets reflect a strategic focus on regions with strong mobile penetration and expanding digital ecosystems. Countries such as Ghana and Nigeria represent some of Africa’s fastest growing mobile first advertising environments, while Gulf markets including the United Arab Emirates and Saudi Arabia continue to see double digit growth in digital ad expenditure. Southeast Asian markets like Malaysia, Singapore and Vietnam are similarly experiencing robust demand for data driven mobile marketing solutions.
The exclusive nature of the agreement means that AnyMind Group will serve as the primary commercial interface between Truecaller and advertisers in these territories, handling inventory sales, campaign management and local market development. This approach allows Truecaller to scale without building fully fledged in country sales teams in each market, while maintaining brand consistency and revenue oversight.
Truecaller has previously reported hundreds of millions of active users globally, with particularly strong adoption in emerging markets where spam calls and fraud risks remain prevalent. As regulatory scrutiny around data privacy and digital advertising intensifies worldwide, partnerships that combine local compliance knowledge with global technology platforms are becoming increasingly important.
For AnyMind Group, the partnership enhances its portfolio of premium digital media inventory and strengthens its position as a cross border growth partner for advertisers and publishers. The company has expanded aggressively across Asia and the Middle East in recent years, offering integrated solutions that span marketing, logistics and digital infrastructure.
The agreement underscores a broader trend in the digital advertising industry, where technology platforms increasingly rely on specialised regional partners to deepen market penetration, optimise monetisation and navigate complex regulatory landscapes. As competition for mobile advertising budgets intensifies, access to trusted local intermediaries can provide a strategic advantage.
With mobile usage continuing to dominate digital consumption patterns across Africa and Asia, the partnership between Truecaller and AnyMind Group positions both firms to capitalise on rising demand for performance driven, brand safe advertising solutions tailored to emerging markets.
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