Is True Call Ltd Still in Business? (2026 Update)
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Look for True Call Ltd on AmazonFull story →Steve Smith pitched True Call Ltd, a device that screens incoming calls against approved and blocked lists before letting the phone ring, wanting £100,000 for a modest 12.5 percent slice of the company, and Peter Jones agreed to back it.
The firm keeps trading, and its hardware remains on sale.
A Founder Confident Enough To Ask For Little
Unwanted calls and scam attempts were already wearing thin on plenty of British homes when this pitch aired, so the founders barely had to argue that a market existed at all.
Jones reportedly accepted the smallest equity percentage he had taken on the show up to that point, putting up the full £100,000 requested, a sign the underlying numbers were strong enough to justify keeping the founders' stake largely intact.
A Second Model Aimed At Vulnerable Callers
Now trading as trueCall, the company broadened its lineup with a Secure edition, purpose-built to shield older customers and those living with dementia from scam and nuisance calls.
Products serving care providers and vulnerable households tend to benefit from longer buying cycles and repeat institutional purchasers rather than one-off consumer sales, a steadier base than most gadgets in this archive enjoy.
Where To Buy It
Both the original blocker and the newer Secure model sell through the brand's own site and a handful of specialist retailers focused on independent living products.
Scam calls targeting older people have only become more of a public concern since this pitch aired, which makes building a dedicated product for that exact audience look like sound long-term thinking rather than luck.