{"id":464,"date":"2025-09-19T16:52:36","date_gmt":"2025-09-19T16:52:36","guid":{"rendered":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/security\/scams\/?post_type=gsma_theme_study&#038;p=464"},"modified":"2026-04-24T12:03:54","modified_gmt":"2026-04-24T12:03:54","slug":"hiya-connect-restoring-trust-in-voice-calls","status":"publish","type":"gsma_theme_study","link":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/security\/scams\/gsma_study\/hiya-connect-restoring-trust-in-voice-calls\/","title":{"rendered":"Hiya: Restoring Trust in Voice Calls"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Mobile users worldwide are losing trust in voice calls. Organised spam and fraud operations bombard consumers with unwanted calls, making them ignore even legitimate businesses. For mobile network operators, this means frustrated subscribers, lower answer rates for their enterprise customers, and lost revenue opportunities. Traditional caller ID alone isn\u2019t enough; MNOs need a way to protect customers from scams while ensuring that wanted calls are clearly identified and trusted.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Solution<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A leading tier-1 carrier partnered with Hiya to deploy Hiya Connect, a branded caller ID and vetting solution designed to rebuild trust in the voice channel. The program was built to both protect subscribers and help businesses reach their customers more effectively by: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Branded, vetted caller ID \u2013 Verified businesses display their name, logo and call reason on supported devices, increasing answer rates and trust. <\/li>\n\n\n\n<li>Free number registration \u2013 Even businesses not using branded caller ID can be vetted through Hiya\u2019s registry, reducing the risk of mislabelling as spam.<\/li>\n\n\n\n<li>Integrated deployment \u2013 Branded calling is delivered over the same network APIs used for Hiya\u2019s Adaptive AI spam protection, minimising integration effort and accelerating rollout.<\/li>\n\n\n\n<li>Flexible monetisation \u2013 Operators can offer branded calling as a free benefit to subscribers or as a premium feature for businesses.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Early deployments of Hiya Connect have shown measurable improvements: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Higher answer rates \u2013 Subscribers are more likely to pick up trusted calls from vetted businesses. <\/li>\n\n\n\n<li>New revenue streams \u2013 Operators can charge enterprises for branded calls or offer premium caller-ID features to subscribers. <\/li>\n\n\n\n<li>Stronger network security \u2013 Broad business vetting reduces spam labelling and bolsters subscriber protection. <\/li>\n\n\n\n<li>Low-touch integration \u2013 Uses existing APIs to deploy branded calling alongside Hiya\u2019s spam protection.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Additional information <\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost:<\/strong><br>Low\u2013Medium. Leverages existing Hiya network APIs for fast deployment and long-term operational and revenue benefits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Participating Organisations:<\/strong><\/strong> Samsung, Virgin Media, O2, BT, EE, Rogers, Bell<\/p>\n\n\n\n            <div class=\"orgs\" id=\"orgs-49cc2093\"  data-ids=\"476,493,479,511,513,507, 509\" data-display=\"\" data-show-names=\"false\"><\/div>\n        \n<script>\n    window.addEventListener(\"load\", function(){\n      const orgs_list = new Orgs_List();\n      orgs_list.init(\"orgs-49cc2093\");\n    });\n<\/script>\n    \n\n\n\n<p class=\"wp-block-paragraph\"><strong>Location:<\/strong><br><br><em>North America, Europe, Asia Pacific\u200b<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/solutions-and-impact\/technologies\/security\/scams\/wp-content\/uploads\/2025\/08\/Hiya-Connect-\u2013-Restoring-Trust-in-Voice-Calls-3.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download use case<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/solutions-and-impact\/technologies\/security\/scams\/scam-use-case-library\/\">Back to scam use case library<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mobile users worldwide are losing trust in voice calls. Organised spam and fraud operations bombard consumers with unwanted calls, making them ignore even legitimate businesses. For mobile network operators, this means frustrated subscribers, lower answer rates for their enterprise customers, and lost revenue opportunities. Traditional caller ID alone isn\u2019t enough; MNOs need a way to [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":518,"template":"","meta":{"image":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/security\/scams\/wp-content\/uploads\/2025\/09\/Scam_use_case_2_09.25_800x400.jpg","json":{"gsma_study_logo":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/security\/scams\/wp-content\/plugins\/plugin_gsmatheme_study\/assets\/case-study.jpg","gsma_study_category":"0","gsma_study_member":"0","gsma_study_website":"","gsma_study_email":"","gsma_study_twitter":"","gsma_study_facebook":"","gsma_study_linkedin":"","gsma_study_country":"","gsma_study_bg":false,"gsma_study_video":"","gsma_study_sdg":"","gsma_study_hfi":null,"gsma_study_orgs":""},"cats":{"region":[{"term_id":56,"name":"APAC","slug":"apac","term_group":0,"term_taxonomy_id":56,"taxonomy":"casestudy_categories","description":"","parent":54,"count":17,"filter":"raw"},{"term_id":107,"name":"Europe","slug":"europe","term_group":0,"term_taxonomy_id":107,"taxonomy":"casestudy_categories","description":"","parent":54,"count":10,"filter":"raw"},{"term_id":111,"name":"North America","slug":"north-america","term_group":0,"term_taxonomy_id":111,"taxonomy":"casestudy_categories","description":"","parent":54,"count":2,"filter":"raw"}],"company-name":[{"term_id":122,"name":"Bell","slug":"bell","term_group":0,"term_taxonomy_id":122,"taxonomy":"casestudy_categories","description":"","parent":52,"count":1,"filter":"raw"},{"term_id":96,"name":"BT","slug":"bt","term_group":0,"term_taxonomy_id":96,"taxonomy":"casestudy_categories","description":"","parent":52,"count":2,"filter":"raw"},{"term_id":121,"name":"EE","slug":"ee","term_group":0,"term_taxonomy_id":121,"taxonomy":"casestudy_categories","description":"","parent":52,"count":3,"filter":"raw"},{"term_id":114,"name":"O2","slug":"o2","term_group":0,"term_taxonomy_id":114,"taxonomy":"casestudy_categories","description":"","parent":52,"count":3,"filter":"raw"},{"term_id":113,"name":"Rogers","slug":"rogers","term_group":0,"term_taxonomy_id":113,"taxonomy":"casestudy_categories","description":"","parent":52,"count":2,"filter":"raw"},{"term_id":116,"name":"Samsung","slug":"samsung","term_group":0,"term_taxonomy_id":116,"taxonomy":"casestudy_categories","description":"","parent":52,"count":2,"filter":"raw"},{"term_id":115,"name":"Virgin Media","slug":"virgin-media","term_group":0,"term_taxonomy_id":115,"taxonomy":"casestudy_categories","description":"","parent":52,"count":3,"filter":"raw"}],"theme":[{"term_id":105,"name":"Branded Calling","slug":"branded-calling","term_group":0,"term_taxonomy_id":105,"taxonomy":"casestudy_categories","description":"","parent":53,"count":1,"filter":"raw"}]},"orgs":[]},"tags":[128],"casestudy_categories":[56,122,105,96,121,107,111,114,113,116,51,115],"algolia_discover_type":[40],"class_list":["post-464","gsma_theme_study","type-gsma_theme_study","status-publish","has-post-thumbnail","hentry","tag-security-leader","casestudy_categories-apac","casestudy_categories-bell","casestudy_categories-branded-calling","casestudy_categories-bt","casestudy_categories-ee","casestudy_categories-europe","casestudy_categories-north-america","casestudy_categories-o2","casestudy_categories-rogers","casestudy_categories-samsung","casestudy_categories-use-case","casestudy_categories-virgin-media","algolia_discover_type-case-study"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.4) - 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