» ISP News » 
Sponsored Links

BT and EE Adopt Hiya AI-based Customer Call Protection Service

Tuesday, Jan 24th, 2023 (12:01 am) - Score 4,672

Customers of UK broadband ISP BT (including EE) look set to benefit from improved protection against SPAM and fraud calls, which reflects the fact that they’ve just become the first major telecoms provider in the country to adopt Hiya’s AI-based voice security solutions – Hiya Protect – in conjunction with Ericsson.

Until now, the Seattle-based Hiya has tended to focus more on the USA and Europe, where they already provide a similar service to AT&T, MasMovil and Telenor etc. According to Hiya’s own research, some 29% of calls in the UK are spam and 50% are fraud – representing the highest rate across Europe. As a result, it’s becoming harder for UK consumers to get the calls they want to receive.

In fairness, most of the major UK broadband ISPs, phone providers and mobile network operators have already implemented technical measures to tackle Nuisance Calls, but these aren’t always 100% effective. Indeed, BT and EE claimed last year that their existing Artificial intelligence (AI) powered firewall was being used to block 1 million international scam calls a day (here).

The new Hiya Protect service seems likely to complement or replace that. Consumers can use the service through their provider, Samsung Galaxy devices, or the Hiya App. However, there are multiple ways to implement it (e.g. network integrations via SIP and API, app integration via SDK, device integration via their APK and multiple APIs), but the press release only mentions plans for a “direct integration” with Ericsson’s systems.

Carriers that choose Hiya Protect for spam and fraud call protection report fewer customer complaints, increased brand reputation, and improved customer satisfaction and overall NPS. Powered by AI technology that allows carriers to recognize and stop new and emerging scams in real-time to stay a step ahead of fraudsters, Hiya Protect satisfies regulatory requirements and exceeds carrier demands for subscriber voice call protection,” said the announcement.

Hiya President, Kush Parikh, told ISPreview.co.uk:

“Telecommunication carriers around the world are challenged to build trust for voice calls. The need to eradicate fraudulent calls, clearly label nuisance calls, and provide better labeling of unidentified calls outside of the address book has never been greater.

Consumers deserve certainty in knowing who is calling when they pick up the phone. BT and EE are leading the way in the UK by implementing the most advanced voice security platform to fight the growing problem of spam and fraud calls, while helping legitimate calls get through.”

Just to be clear, EE is doing all of this integration at the network-level, which means that it will be a seamless change for consumers, and we’re told that there will be no additional charges for it.

Share with Twitter
Share with Linkedin
Share with Facebook
Share with Reddit
Share with Pinterest
Tags: , ,
By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook and .
Search ISP News
Search ISP Listings
Search ISP Reviews
7 Responses
  1. Avatar photo James says:

    I’ve used both EE and Vodafone over the last 18 months and the amount of spam texts/calls I get on EE is next to nothing.

    Vodafone on the other hand…

  2. Avatar photo MilesT says:

    Do UK phone networks implement STIR/SHAKEN protocols to verify caller ID and how effective are they?

    Prevention of spoofing of caller ID goes a long way towards defending against unwanted phone calls, if spoofing can be fully prevented.

    And where does Hyya fit into this–does it work with STIR/SHAKEN in a complementary way

  3. Avatar photo NotanEEcustomer says:

    Brilliant from EE.
    I get next to no spam calls either.
    Similarly, on VF, it’s awful.

  4. Avatar photo JAH says:

    Will this apply to EE’s landline service too? I get loads of dodgy calls on that. My EE mobile however is amazingly spam free.

  5. Avatar photo Mike says:

    If you have a Samsung phone you already have Hiya.

    1. Avatar photo Bubbles says:

      Only if you enable it. Other devices have Google’s Call protection which I find works quite well too.

  6. Avatar photo Unground says:

    Hiya on Samsung is great imo. Doesn’t just identify spam callers but identifies many legit callers too whom I otherwise might reject as an unknown number. Very useful.

Comments are closed

Cheapest Ultrafast ISPs
  • Gigaclear £17.00
    Speed: 200Mbps, Unlimited
    Gift: None
  • Zzoomm £19.95
    Speed: 150Mbps, Unlimited
    Gift: None
  • YouFibre £19.99
    Speed: 150Mbps, Unlimited
    Gift: None
  • Community Fibre £20.00
    Speed: 150Mbps, Unlimited
    Gift: None
  • BeFibre £21.00
    Speed: 150Mbps, Unlimited
    Gift: £25 Love2Shop Card
Large Availability | View All
Cheapest Superfast ISPs
  • Hyperoptic £17.99
    Speed 33Mbps, Unlimited
    Gift: Promo code: HYPERDEAL
  • UtilityWarehouse £21.60
    Speed 35Mbps, Unlimited (FUP)
    Gift: None
  • Shell Energy £21.99
    Speed 38Mbps, Unlimited
    Gift: None
  • NOW £24.00
    Speed 63Mbps, Unlimited
    Gift: None
  • Vodafone £24.00
    Speed 73 - 82Mbps, Unlimited
    Gift: None
Large Availability | View All
The Top 20 Category Tags
  1. FTTP (5233)
  2. BT (3436)
  3. Politics (2435)
  4. Openreach (2241)
  5. Building Digital UK (2184)
  6. Business (2183)
  7. FTTC (2022)
  8. Mobile Broadband (1898)
  9. Statistics (1734)
  10. 4G (1603)
  11. Virgin Media (1535)
  12. Ofcom Regulation (1413)
  13. FTTH (1377)
  14. Wireless Internet (1361)
  15. Fibre Optic (1359)
  16. 5G (1179)
  17. Vodafone (1086)
  18. EE (1073)
  19. TalkTalk (908)
  20. Sky Broadband (876)
Helpful ISP Guides and Tips

Copyright © 1999 to Present - ISPreview.co.uk - All Rights Reserved - Terms , Privacy and Cookie Policy , Links , Website Rules , Contact