From solving roaming woes to building trust through security, Truely aims to redefine how travelers stay connected across the globe
Truely’s Mission: Making Global Connectivity Seamless
In the era of digital travel, Truely is reimagining eSIM adoption with a focus on simplicity, reliability, and user-first design. In an exclusive interview with TelecomTalk, the CEO of Truely shares how the company plans to make global travel connectivity seamless, while tackling long-standing pain points like roaming, user education, and security.
- With nearly two decades of telecom experience, the CEO brings a seasoned perspective to an industry on the brink of major change.
- The company is positioning itself not just as another eSIM provider, but as a platform built around user empowerment.
Betting Big on the eSIM Shift
The CEO describes the eSIM market as being in the early stages of a massive transformation.
“Eventually, most devices won’t even have a SIM slot,” he notes. “The change has started — we’re building for that future.”
- While hardware manufacturers like Apple are already leading the charge, consumer education remains a hurdle.
- Truely sees this shift as an opportunity to make eSIMs as simple and intuitive as installing an app.
Solving Roaming: The Core Use Case
Roaming remains one of the most painful aspects of international travel — and it’s where eSIMs shine.
“Roaming is expensive and a headache. That’s why the eSIM industry even exists,” the CEO says.
Truely’s goal is to eliminate complexity and reduce costs, whether users are traveling for business or leisure.
- Adoption varies by region, with Southeast Asia leading and other areas lagging due to regulatory challenges or lack of awareness.
- For Truely, educating users is just as important as offering strong tech.
Four Pillars of the Truely Experience
The CEO emphasizes that Truely is built on four key pillars:
- 24/7 Customer Support – Assistance anytime, anywhere.
- Clean, Simple App Design – Easy navigation and plan activation.
- Transparent Pricing – No hidden fees or confusing terms.
- Reliable Global Network Coverage – Performance that matches expectations.
“If the network doesn’t hold up, nothing else matters,” he affirms.
Security and Flexibility Built In
In an age where digital trust is paramount, Truely has made security a core priority.
- Users’ accounts are app-based, so even if a device is lost, access isn’t.
- Truely also educates users on fraud prevention and digital safety.
A unique feature, Pause and Resume, allows users to stop and restart plans based on travel needs — a flexibility most traditional telcos don’t offer.
Looking Beyond Just eSIMs
While the focus remains on eSIM connectivity, Truely is also exploring:
- VPN services to enhance security during travel
- AI-powered support tools to deliver quicker assistance without losing the human touch
“We’re cautious about where we apply AI — it has to create real user value,” says the CEO.
India: A Market Full of Promise
India, with its rapidly growing outbound travel segment, is a key focus for Truely.
“It’s still early, but adoption is picking up. Regulators will follow,” he says optimistically.
Unlike the telcos’ resistance during the rise of WhatsApp, the CEO notes that operators today are more open to collaboration, speeding up innovation and adoption.
