Truecaller, the popular caller identification service, is set to launch a new feature that will allow users to identify spam calls on WhatsApp and other messaging apps.

The feature is currently in beta testing and will be rolled out globally later this month, according to Truecaller CEO Alan Mamedi.

The move is a response to the rising number of telemarketing and scamming calls in countries like India, where users receive an average of 17 spam calls per month, as reported by Truecaller in 2021.

India is Truecaller's largest market with 250 million users. The company is in discussions with Indian telecom operators to implement a solution to block telemarketing calls using artificial intelligence filters.

Mamedi noted that Truecaller has seen a recent spike in user reports from India about spam calls over WhatsApp, indicating that telemarketers are increasingly using internet calling to target users.

Truecaller's revenue comes from advertising, subscription services, and verified listings from businesses. The company has 350 million users worldwide and has been expanding its services to include features like messaging and payment options.

The new feature to identify spam calls over messaging apps is expected to enhance the user experience and boost Truecaller's popularity among its global user base.