Virgin Media O2, in collaboration with Hiya, has reached a breakthrough in combating fraud by flagging over a billion suspected scam calls. Known as Call Defence, the innovative service warns customers about potentially fraudulent or spam calls before they even answer. The service is empowered by Adaptive AI, analyzing phone number behavior in real-time to identify suspicious calls.
The Call Defence service offers customers a crucial tool in deciding whether to answer calls, displaying warnings directly on their screens. In addition to flagging calls, this technology also actively blocks known fraudulent calls. Since its launch in November 2024, around 70 million calls are labeled as possible scams each month, representing a substantial rise in the technology’s use as device and software capabilities improve.
This AI integration is proving effective, with calls marked as dangerous being answered 42% less frequently and ending 89% faster than other calls. Murray Mackenzie, Director of Fraud Prevention at Virgin Media O2, emphasized the importance of protecting customers: “At Virgin Media O2, customers are our top priority, and we’re investing heavily to keep them safe from scams and ensure we’re a network they can rely on. This includes using the latest AI technology for good, to proactively stop fraudsters from getting to our customers.”
Virgin Media O2 and Hiya’s data reveal which companies fraudsters frequently impersonate. These include Amazon, HMRC, banks, payment services like VISA, and insurance providers. These scams range from fake customer support interactions to threats of legal action. The aim is to coerce victims into sharing sensitive information or money.
Hiya CEO Alex Algard commented on the effort: “We’ve all experienced that moment of doubt when an unknown number appears on our screen. A phone call should create connection, not anxiety. By working with Virgin Media O2 to label 1 billion suspected scam calls in real time, we’re giving customers clarity before they ever pick up. When customers are warned in real time, scammers lose their advantage.”
The telecom giant invites Brits to remain alert and report suspicious activity to 7726. These reports help block fraudulent numbers and enhance the screening system, making it more responsive to new scam tactics. To date, O2 has successfully blocked more than a billion scam messages, partly through reports received.
