UK mobile operator O2 has revealed how it is tackling the growing problem of scam calls using AI-based detection software. Since partnering with voice intelligence specialist Hiya in late November, O2 has flagged 150 million suspected scam and spam calls, blocking millions more confirmed fraudulent ones.
The most common scams involve fraudsters posing as HMRC representatives, claiming the victim owes unpaid taxes. Other frequent tactics include impersonating Amazon customer support, Visa, Mastercard, and immigration services. Scammers also continue to lure victims with fake phone upgrade offers.
Murray Mackenzie, director of fraud prevention at Virgin Media O2, highlighted the company’s efforts to protect customers. The AI system, which is free for O2 users, helps flag over 50 million nuisance calls each month. He urged consumers to report scam calls and texts via 7726, which improves the system’s ability to detect fraud.
Since introducing Hiya, O2 has observed a 42% drop in answered spam calls, and those that do get through are 89% shorter, reducing the risk of fraud. Hiya CEO Alex Algard praised O2’s proactive stance, emphasizing that AI is helping to restore trust in phone calls.
The challenge is intensifying as AI-generated deepfake scams become more sophisticated. Hiya’s Q4 Global Call Threat Report found that 26% of UK consumers encountered AI-generated fraudulent calls late last year.
In response, O2 has expanded its defenses, launching a GenAI-powered chatbot named Daisy to waste scammers’ time. Meanwhile, UK regulator Ofcom has been working to block overseas scammers from spoofing UK phone numbers, extending its efforts to fraudulent landline calls this year.
Despite the ongoing battle, advancements in AI and growing consumer awareness are improving the fight against scammers, offering hope that the trend can be reversed.
