Here's why Truecaller is limiting its most popular feature

Truecaller, the popular communications app that helps in identifying unknown callers, is showing some users a notification stating that they have limited caller identifications left. The Swedish company has explained the reason behind this on its support page, stating that the this is because they are driving their users towards a subscription-based model. The post reads, "As Truecaller is committed to making your communication as efficient and safe as possible, we need to look at means to continue providing our service to our users. We want to ask the users who derive the most benefit from our services to consider upgrading to a Pro subscription.” 

Elaborating further on the move, the company said, “This subscription gives you an ad-free experience and also allows you to send contact requests to people you search by name helping you connect with friends. We don’t take any change to our subscription/pricing model lightly, and we never take you for granted. Our goal is to continue improving Truecaller for the long-term, investing in our core products to make them more powerful and intuitive while also delivering often-requested new features." We reached out to company, and according to a spokesperson, "This move is only for heavy users of the app. It will not affect the number of names you can look up and your Caller ID service will continue to be free." 

For those unaware, Truecaller offers additional services in the Professional "Pro" mode such as ad-free experience and 30 contact requests a month to ask for numbers when searching for names at Rs 30 for a monthly subscription and Rs 270 for an annual subscription. Just last month, it was reported that the app has 100 million daily active users (DAUs) globally up from 100 million monthly active users (MAUs). At this point, it uncertain how many users of this count, does the company categorizes as "heavy users." 

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