Truecaller uses advanced spam algorithms, which allow the Truecaller global community of over 270 million active users to mark calls that are potentially spam/scam/sales calls, even if they have a verified badge and caller ID. “Trust is at the heart of everything we do and with so much of our lives lived through our phone, we need to ensure our communication happens in a safe environment.” “Fraud continues to be a major issue across Africa, and as a company, Truecaller wanted to provide solutions on a business level as well as a personal level,” said Zakaria Hersi, director of business development at Truecaller Africa, speaking during the launch. With more of the African population switching to smartphones, there is a pressing need to increase trust in communication, as cyber fraud and scams using spoofed identities are on the rise across the continent, according to the company. As of today, there are over 43 million active Truecaller users in Africa. Truecaller Business Identity has been initially launched in Africa, which the company says is a growing market for its services. The new solution, according to Truecaller, brings greater trust and efficiency in communication between businesses and clients by letting consumers know the caller is an organisation verified by Truecaller. Truecaller moves into messaging space with Google Duo

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