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A majority of smartphone users reported that their private voice and text conversations are being used to trigger targeted advertisements
Google recently agreed to pay a $68 million settlement in a class-action lawsuit over allegations that its voice assistant eavesdropped on users and shared private conversations with advertisers. (Image: AFP/File)
Once again, a new crisis has surfaced when it comes to data privacy with a majority of smartphone users reporting that their private voice and text conversations are being used to trigger targeted advertisements.
A survey report said two in three Indians said they were seeing advertisements based on their private voice conversations.
This comes at a time when major technology firms are facing significant legal consequences for allegedly mishandling user data. Google recently agreed to pay a $68 million settlement in a class-action lawsuit over allegations that its voice assistant eavesdropped on users and shared private conversations with advertisers.
According to the survey conducted by LocalCircles, the data indicates a sharp rise in such experiences with the percentage of citizens reporting this intrusion increasing from 53 percent to 67 percent over the past four years.
The survey results highlight a significant shift in digital advertising tactics, where users are presented with highly relevant advertisements on websites and apps shortly after discussing specific products or services over the phone. This phenomenon, often described as “digital eavesdropping”, has led to widespread concerns regarding unauthorised behavioural profiling.
WIDESPREAD ACCESS TO PERSONAL DATA
The survey data reveals that most individuals grant applications extensive access to their hardware and personal information, often without fully understanding the implications.
It was found that 82 percent of citizens have given phone microphone access to audio/video calling, social media, and recording apps — a figure that has risen from 71 percent in the last 48 months.
Alarmingly, 12 percent of those surveyed admitted to granting microphone access to all apps on their devices. The reach into personal contact lists is nearly universal.
Here are some of the results:
- 89% of smartphone users in India have given contact list access to WhatsApp.
- 54% have granted access to Facebook, Instagram, or both.
- 49% have shared their contacts with Truecaller.
- 46% have given access to Google apps and various payment apps such as PhonePe and Paytm.
This data-sharing often affects third parties; for instance, Truecaller has been alleged to reveal identifiable information of individuals who never consented to the app, simply because another user shared their contact list.
TEXT CONVERSATIONS AND BEHAVIOURAL PROFILING
The intrusion extends beyond voice to text-based communication. The survey showed that 76 percent of citizens have experienced instances where advertisements appeared after they sent messages on WhatsApp or other social media regarding a particular product. One in three respondents noted that this “happens all the time”.
While Meta has stated that private messages and calls are not used for ad targeting, the introduction of sponsored content on WhatsApp Status and Channels has raised concerns about subtle behavioural profiling and the erosion of the platform’s long-standing ad-free ethos.
LEGAL REPERCUSSIONS FOR TECH GIANTS
Google recently agreed to pay a $68 million settlement in a class-action lawsuit over allegations that its voice assistant eavesdropped on users and shared private conversations with advertisers.
Similarly, Meta is facing a class-action lawsuit in the US District Court for allegedly violating chat privacy, with plaintiffs claiming the company can access virtually all “private communications” on WhatsApp.
In India, the Competition Commission of India (CCI) imposed a penalty of Rs 213.14 crore on Meta in 2024 for anti-competitive practices related to WhatsApp’s 2021 privacy policy, subsequently ordering Meta to stop sharing WhatsApp user data with its other entities for advertising for five years.
In response to these privacy violations, international and domestic regulators are implementing stricter data protection frameworks. In the European Union, X (formerly Twitter) has faced complaints under the General Data Protection Regulation (GDPR) for using sensitive personal data for targeted advertising.
In India, the Digital Personal Data Protection Rules, 2025, aim to mandate transparency. These rules require “data fiduciaries” to provide summaries of processed data and disclose the identities of third parties with whom data is shared. Such provisions are intended to empower individuals to seek explanations for intrusive advertisements and take action against data misuse.
Experts suggest that the “need of the hour” is accurate and transparent disclosure by platforms, coupled with government-led spot checks to ensure that any platforms violating personal data protection norms face rigorous enforcement action, including penalties and restrictions.
January 28, 2026, 00:12 IST
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