Truecaller, Airtel to bring caller ID

Truecaller entered into a partnership with Airtel to launch 'Airtel Truecaller ID', a feature that brings caller ID functions on a feature phone. At present, this feature is only available data-enabled handsets and smartphones.

The callers will be identified from Truecaller's database and the information will be sent to users via a Flash SMS before the call hits users' phone. This subscription-based service will ease a user's life from unwanted spam calls without having to subscribe to data service or buy a smartphone, the companies said in a joint statement.

Starting in April the service will start rolling out in India, and all feature phone users with Airtel mobile service will be able to subscribe to 'Airtel Truecaller ID' by Truecaller. This first of its kind service is set to provide online experience to offline users, helping them take the right call and to make their communication safe and efficient.

''Over the years, we have received extremely positive response for the solution Truecaller provides in the lives of millions of Indian users. We are thrilled to bring about one of the biggest transformation in the world of telecommunication with Airtel by truly bringing online experience of Truecaller in an offline environment. As a part of our 'Stay Ahead' philosophy, our aim is to further empower feature phone users and with ''Airtel Truecaller ID'' we are confident of adding immense value to the mobile experience of Airtel users,'' Nami Zarringhalam, CSO and Co-founder at Truecaller said.

As per International Data Corporation (IDC), about 65 per cent of India's more than one billion mobile phone subscribers still use feature phones, providing more opportunities as ever for users to explore the world of Truecaller.

''Airtel and Truecaller will enable millions of feature phone users to enjoy a 'smartphone like' experience in offline mode and add to their mobile experience. We hope this partnership will encourage other global developers to innovate for the feature phone segment, which still forms a large part of the overall market in countries like India,'' Raj Pudipeddi, Director–Consumer Business & Chief Marketing Officer at Bharti Airtel said.