Truecaller, the global communications platform best known for its caller identification services, has appointed Saraswati Agarwal as its Regional Sales Head for Ad Solutions in the Middle East and Africa (MEA).
The appointment signals a strategic push by the company to expand its advertising footprint across key African and Middle Eastern markets. Agarwal will lead Truecaller’s regional advertising efforts, helping brands better connect with local consumers through tailored digital experiences.
With a career spanning over 15 years, Agarwal brings with her a wealth of experience from previous roles at Bloomberg, CNN, and ITP Media Group. She holds a degree in Electronics and Telecommunications from the University of Mumbai.
Truecaller says her appointment comes at a time when its ad business is entering a new phase of accelerated growth. Hemant Arora, the company’s Vice President of Global Ad Sales, highlighted the significance of the MEA region in Truecaller’s broader expansion strategy.
“Our strong market presence in countries like Egypt, Nigeria, South Africa, and Kenya, paired with deep user engagement, has powered our rapid advertising growth,” Arora said. “With Saraswati’s appointment, we’re reinforcing our sales capabilities and regional relevance to deliver more targeted, impactful advertising solutions.”
Agarwal expressed enthusiasm about joining Truecaller during what she described as a “time of growth and innovation.”
“With the launch of high-impact ad formats, Truecaller is well-positioned to help brands forge meaningful connections,” she said. “I look forward to collaborating with regional partners to build smart, performance-driven campaigns that resonate with users.”
The MEA region has become one of the fastest-growing digital advertising markets globally. According to recent forecasts, the advertising market in the region is expected to reach over USD 44 billion by 2032, driven by rising smartphone usage and mobile-first audiences.
Truecaller’s ad platform focuses on immersive, video-first, and context-aware formats that appear within the app during high-attention moments—such as incoming calls, missed call notifications, and after-call experiences. These placements, the company claims, offer high recall and engagement.
The company also boasts a network of over 34 strategic partners in the MEA region and sees continued investment in local expertise as key to long-term success.
By expanding its team and product offerings, Truecaller hopes to meet the growing demand for digital engagement tools and offer brands more nuanced ways to connect with tech-savvy consumers.
Agarwal’s leadership is expected to play a critical role in scaling these efforts and steering the platform through its next phase of regional growth.
