Product Update

Is True Call Ltd Still in Business? (2026 Update)

Is True Call Ltd from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy True Call Ltd today.

Dragons' Den IndexUpdated 9 April 20266 min read

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True Call Ltd pitched a device designed to block nuisance phone calls on Dragons' Den, and it is one of the tidier long-term wins in the show's history. The short answer is yes, the company is still trading, and its call blocking devices remain on sale today.

The Short Answer

True Call, more commonly styled trueCall, is still in business. The company sells call blocking devices directly through truecall.co.uk, including the original trueCall Call Blocker and a later model called trueCall Secure aimed at protecting elderly and vulnerable people from scam calls.

That is real staying power for a hardware product from series 7. Nuisance call and scam call protection has, if anything, become a bigger consumer concern in the years since the pitch aired, which has helped keep the product relevant.

The Pitch

True Call Ltd appeared in series 7, episode 1, pitching a physical device that filters incoming calls using an approved list and a blocked list, screening unknown callers before letting the phone actually ring, in the Tech & Software category. Nuisance calls were, and still are, a genuine daily irritation for a lot of households, which made the pitch easy for viewers to relate to instantly.

Founders Steve Smith and John Price asked for £100,000 in exchange for 12.5 percent of the business. That is a notably low equity stake for a Den ask, reportedly the lowest Peter Jones had accepted across the show's first seven series at that point, which tells you how much confidence the Dragons had in the underlying business.

Nuisance calls were already a well-documented irritation for UK households by the time of this pitch, and telemarketing regulation was a live public issue. That backdrop made the pitch easy to justify commercially, since the founders could point to a large, growing, and clearly frustrated potential customer base rather than needing to create demand from nothing.

The Deal

Peter Jones won out over competing interest from other Dragons and invested the full £100,000 for that 12.5 percent stake. A low equity ask backed by a strong offer usually signals a founder who has priced the business with real confidence, and in this case that confidence appears to have been justified.

The device launched commercially not long after the episode aired, and by most accounts sold steadily well beyond its first year on the market.

What Happened After the Deal

trueCall built out its product range over time, moving from the original consumer call blocker into the trueCall Secure model, specifically aimed at protecting people who are more vulnerable to phone scams, including elderly users and people living with dementia. That kind of expansion into a more targeted, higher-need audience is a smart way to keep a hardware product relevant well past its initial novelty phase.

The devices are still stocked by a range of specialist retailers beyond the company's own site, including outlets focused on assistive technology and products for elderly care, which suggests the trueCall Secure line in particular has found a durable niche.

Hardware businesses in the assistive technology and elderly care space tend to benefit from long product lifecycles and repeat institutional buyers, care providers, local authorities, charities supporting older or vulnerable people, rather than relying purely on one-off consumer purchases. That kind of steadier, less trend-driven customer base is likely a big part of why trueCall has managed to keep trading for close to two decades since the original episode aired.

Where Things Stand Now

True Call Ltd pitched in series 7 for £100,000 at 12.5 percent and secured that full investment from Peter Jones. Today, the company is still trading as trueCall, selling both its original call blocker and the newer trueCall Secure model through its own website and specialist retailers.

If you are dealing with nuisance calls and wondering whether the product from the show is still available, it is. trueCall is one of the clearer ongoing successes among the Den's older tech pitches.

Part of what makes this a satisfying long-term outcome is how directly the original pitch mapped onto a problem that has only grown since. Scam and nuisance calls targeting older and vulnerable people have become a bigger public concern over the years since series 7 aired, not a smaller one, and trueCall's decision to build a dedicated Secure product for that exact audience looks like a well-timed piece of long-term strategy rather than luck.

Where to buy True Call Ltd

Still selling as of 9 April 2026. Check today's price and availability.

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See the full True Call Ltd deal breakdown and term sheet →