Nearly two out of every three Indian smartphone users say they have seen advertisements that appeared to be linked to their private voice conversations, according to a new nationwide survey conducted by LocalCircles, raising fresh concerns over digital privacy, consent and the unchecked use of personal data by technology platforms.
The survey, which received responses from over 63,000 citizens across 346 districts, found that 67% of respondents reported at least one instance in the past 12 months where advertisements shown to them on websites or apps appeared to be directly connected to what they had discussed over phone calls. This marks a sharp increase from 53% four years ago, indicating that perceptions of digital intrusion have intensified significantly.
The findings come at a time when global scrutiny of big technology companies’ advertising and data-collection practices is mounting, including high-profile lawsuits and regulatory actions in the US, Europe and India.
Ads That Follow Conversations
According to the survey data, 28% of respondents say such targeted advertisements based on voice conversations happen all the time, while 22% say it happened several times and 17% reported experiencing it a few times. Only 14% say they had never encountered such a phenomenon, while 19% were unsure.
In aggregate, this means two-thirds of Indian smartphone users surveyed believe their phone conversations may be influencing the ads they see online — a perception that continues to fuel distrust towards digital platforms and mobile applications.
The concern is not limited to voice calls alone. The survey found that 76% of respondents say they had encountered advertisements seemingly based on chat conversations conducted over WhatsApp or other social media platforms during the last year. One in three respondents says this occurred 'all the time', while 31% say it happened several times.
Microphone Access Widely Granted
A key factor contributing to these fears may be the widespread access that apps have to users’ phone microphones. The survey revealed that 82% of respondents have granted microphone access to one or more applications, including audio and video calling apps, social media platforms and recording tools. This figure has risen from 71% over the past 48 months, highlighting how routine such permissions have become for smartphone users.
While such access is often necessary for legitimate features such as voice calls or video meetings, users are rarely informed clearly about how long audio data is retained, how it is processed, or whether it is shared with third parties.
LocalCircles noted that many apps seek microphone access using broad or vague justifications, leaving users unaware of the potential downstream use of their data.
Contact Lists Also Widely Shared
The survey also underscored how extensively Indians share their contact lists with popular apps. As many as 89% of respondents say they had given WhatsApp access to their contacts, while 54% had done so for Facebook or Instagram. Nearly 31% had shared contact access with payment apps such as PhonePe and Paytm.
Other platforms cited include TrueCaller, Google apps, X (formerly Twitter), and various fin-tech and messaging services. Privacy experts have long warned that when one user shares their contacts, it can expose the personal details of third parties who never consented to such disclosure.
Global Legal and Regulatory Backdrop
The LocalCircles findings come amid growing global regulatory action against major technology companies. In January, Google agreed to pay US$68mn (million) to settle a class-action lawsuit in US over allegations that its voice assistant recorded users without consent and shared data with advertisers. Separately, Meta Platforms is facing a class-action lawsuit in a US district court over claims that WhatsApp’s supposedly private chats can be accessed internally.
In India, the competition commission of India (CCI) imposed a ₹213.14 crore penalty on Meta in 2024, barring it from sharing WhatsApp user data with other Meta entities for advertising purposes for five years. In Europe, the European data protection board has banned Meta from using personal data for targeted advertising across the European economic area.
India’s Data Protection Challenge
The report highlights that India’s Digital Personal Data Protection Rules, 2025, are intended to improve transparency and accountability by requiring companies to disclose what personal data they process, why it is used and with whom it is shared. These provisions, if enforced effectively, could allow users to challenge intrusive ads, spam calls and unexplained data sharing.
However, LocalCircles warned that regulatory gaps and weak enforcement continue to leave users vulnerable. The organisation called for spot checks, audits and strict penalties against platforms found to be violating personal data protection norms.
Growing Mistrust
LocalCircles says the survey reflects a deepening trust deficit between users and digital platforms. While many respondents acknowledged granting microphone and data access to apps, they expressed concern that consent is often secondary, poorly explained and not accompanied by meaningful safeguards.
“With lawsuits against Google and Meta underway globally, the need of the hour is transparent disclosure by platforms so consumers can make informed choices,” the report says, adding that governments must act decisively when breaches are reported or detected suo motu.
As smartphones become ever more embedded in daily life, the survey suggests that questions around who is listening, who is watching, and who is profiting from personal data are becoming impossible to ignore.
