By Aduragbemi Omiyale
The popular call identification and blocking app, Truecaller, has changed its identity as part of its rebranding strategy to deliver more quality services to its customers.
The firm has changed its logo and app icon and has introduced a new anti-fraud feature called Search Context as a part of its Artificial Intelligence (AI) identity engine.
In a statement, Truecaller said the upgraded AI identity features were put in place for fraud prevention, giving customers more value.
According to the company, this signifies a renewed and strong focus on consumer privacy and enhanced safety in communication.
It stated that the new logo maintained the signature True blue colour with an icon that establishes a distinct identity, thereby protecting our users from copycat and imposter apps.
Truecaller further disclosed that the brand new app icon will be instantly recognisable on the Google Play Store and Apple App Store.
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.
It said the timing of the new brand identity aligns with a significant transformation taking place in the digital space. At the heart of this rebranding is Truecaller’s renewed sense of purpose, energy and enthusiasm.
“We are excited to unveil our new brand identity and logo. It signifies our continued commitment to our users and our focus to evolve and improve every day constantly.
“Our mission, to protect communication for all, is what guides us to develop new anti-fraud solutions like Search Context and engineer improvements to improve user privacy,” the chief executive of Truecaller, Mr Alan Mamedi, said.
As for the Search Context feature, Truecaller said while looking at the search results for any number, users would 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 indicates a potentially suspicious name change; 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 Android, iPhone and Truecaller web search results.
Adedapo Adesanya 
Business Post Contributor