{"id":37139,"date":"2024-02-12T09:59:15","date_gmt":"2024-02-12T09:59:15","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=37139"},"modified":"2025-11-11T12:12:07","modified_gmt":"2025-11-11T12:12:07","slug":"virgin-media-o2-uk-adopt-hiya-ai-to-tackle-spam-and-fraud-calls","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2024\/02\/virgin-media-o2-uk-adopt-hiya-ai-to-tackle-spam-and-fraud-calls.html","title":{"rendered":"Virgin Media O2 UK Adopt Hiya AI to Tackle SPAM and Fraud Calls"},"content":{"rendered":"

Broadband ISP and mobile operator Virgin Media<\/a> and O2<\/a> have today announced that they’ve become the second major UK telecoms provider, after BT<\/a> (EE<\/a>), to adopt Hiya’s AI-based technologies, which can analyse call behaviour in real-time and determine whether to flag an incoming call as \u2018suspected spam\u2019 or block fraud.<\/p>\n

Most of the major broadband, phone and mobile network providers have already implemented technical measures to tackle Nuisance Calls<\/strong>, although these aren\u2019t always 100% effective. But Hiya’s service is designed to run alongside VMO2’s existing fraud protection services, including firewall technology, which has already blocked more than 89 million fraudulent texts from reaching customers in 2023.<\/p>\n

NOTE:<\/strong> The adoption of Hiya’s technology will also benefit O2<\/a>’s Mobile Virtual Network Operator (MVNO) partners, such as giffgaff<\/a> and Tesco Mobile<\/a>.<\/div>\n

The new Hiya Protect<\/strong><\/a> service, which will be “rolled out in the background to all customers in the coming months<\/em>” (at no extra cost to customers), uses Adaptive AI to analyse call number behaviour to determine whether to flag a call to the customer as suspected spam or block it as fraud, preventing it from reaching customers\u2019 phones before it even rings.<\/p>\n

In addition, the operator will also roll out Hiya\u2019s caller identification service, Hiya Connect<\/strong><\/a>, which will allow companies to add identity information to their calls with their company name, logo, call purpose and location, so recipients immediately know who is calling and why. The hope is that customers will then have greater confidence in the legitimacy of calls and will thus be more likely to answer their phone.<\/p>\n

Murray Mackenzie, Director of Fraud at Virgin Media<\/a> O2<\/a>, said:<\/strong><\/p>\n

\u201cIn the fight against fraud, we\u2019re committed to rolling out the latest technology to help keep our customers safe.<\/p>\n

From AI tools to help us block fraudulent calls, to services that help identify callers before a customer has even picked up the phone, our extensive partnership with Hiya will see us continue to improve on our existing measures and give customers\u2019 additional protection from spam and fraudsters.\u201d<\/p><\/blockquote>\n

Phone spam and fraud are persistent challenges for telco carriers worldwide. In the UK alone, 28% of unknown calls were spam, according to the latest Hiya study<\/a> \u2013 and nearly 10% of those were fraud calls. With scammers constantly evolving their methods and looking for new ways to gain personal information from customers, VMO2 is also urging all mobile customers to report suspicious texts for free by forwarding them on to 7726<\/strong>.<\/p>\n

Just to be clear, we believe VMO2 will be integrating Hiya’s new technologies at the network-level, which means that it should be a seamless change for customers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Broadband ISP and mobile operator Virgin Media and O2 have today announced that they’ve become the second major UK telecoms provider, after BT (EE), to adopt Hiya’s AI-based technologies, which can analyse call behaviour in real-time and determine whether to flag an incoming call as \u2018suspected spam\u2019 or block fraud.<\/p>\n","protected":false},"author":1,"featured_media":33462,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[2722,480,86,32,479,475],"class_list":["post-37139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-artificial-intelligence","tag-crime","tag-law","tag-o2","tag-security","tag-virgin-media"],"share_on_mastodon":{"url":"https:\/\/mastodon.social\/@ispreview\/111917928219425749","error":""},"yoast_head":"\nVirgin Media O2 UK Adopt Hiya AI to Tackle SPAM and Fraud Calls - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Broadband ISP and mobile operator Virgin Media and O2 have today announced that they've become the second major UK telecoms provider, after BT (EE), to\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2024\/02\/virgin-media-o2-uk-adopt-hiya-ai-to-tackle-spam-and-fraud-calls.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Virgin Media O2 UK Adopt Hiya AI to Tackle SPAM and Fraud Calls - 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