O2 Telefónica launches Hiya's Branded Call solution Verified calls protect millions of customers from spam
When you receive calls from companies that use Branded Call, the verified company name appears next to the phone number (Credits: iStock / fizkes)
- Around 6 million spam calls in Germany in 2025
- O2 Telefónica and Hiya strengthen security in the mobile network with verified caller identities
- Additional benefit: Branded Calls bring participating companies up to 50 percent higher response rates
Telecommunications company O2 Telefónica, together with its partner Hiya, a leading global provider of trusted voice solutions, is introducing branded calls to the O2 mobile network. The service increases transparency for customers of O2 Telefónica's brands and partner brands. The display shows who is calling, allowing users to quickly decide whether to accept the call.
For calls from companies that use Branded Call, the verified company name appear next to the phone number. This also applies if the contact is not saved in the smartphone. The service is automatically available for all O2 Telefónica's own and partner brands. With this launch, Hiya's Branded Call solution reaches more than 90 percent of German mobile phone customers.
Spam calls on the rise
Branded calls strengthen consumer protection in German telecommunications: The number of fraudulent and unwanted calls has been rising for years. In Germany, around 6 million spam calls were registered in 2025 – a record high. In addition to unsolicited advertising, fraudulent calls are on the rise, especially among senior citizens. As a result, more and more people are reflexively rejecting calls from unknown numbers. Germany has one of the lowest response rates to unknown calls in the European Union. This makes it considerably more difficult for companies of all sizes to contact customers directly.
Benefits for consumers and businesses
The new service from O2 Telefónica and Hiya, which is automatically activated for all subscribers, offers clear added value for consumers and businesses alike. When the verified company name appear on the display, customers are more likely to answer the call. Companies reduce repeated contact attempts and lower their service and sales costs. At the same time, they strengthen their brand by clearly distinguishing themselves from fraudulent or anonymous calls.
“People want to know who’s calling before they answer,” said Alex Algard, CEO and co-founder of Hiya. “By working with O2 Telefónica, we’re giving those in Germany that clarity — so answering feels easy again, and legitimate businesses can connect without friction.” Businesses using Hiya Branded Call see up to 50% higher answer rates, helping ensure businesses who rely on voice communication are connecting when it matters.“
Alex Algard (Credits: Hiya)
The service works directly on the mobile network. Private customers do not need to install an app or give separate approval. The display works on all common mobile phones.
“With the introduction of branded calls, we are finally creating clarity for our customers. They see the verified name of a company and can immediately tell whether a call might be important,” said Pia von Houwald, Director B2P Digital Processes & Services at O2 Telefónica. “Thanks to our successful collaboration with Hiya, we are jointly setting a new standard for secure and transparent telephony for O2 Telefónica customers, which also supports businesses.”
Pia von Houwald ()
About Hiya
| Hiya is a global leader in trusted voice solutions, providing AI-powered caller identity, branded calling, and voice security at network scale. Trusted by Tier-1 mobile operators and leading enterprises worldwide, Hiya analyzes 262.8 billion calls annually to help make phone calls clear, safe, and worth answering again. |
About O2 Telefónica
| O2 Telefónica is one of Germany's leading integrated telecommunications providers, with around 35 million mobile connections and 2.4 million broadband connections. As a full-service provider, the company serves private and business customers with mobile and fixed-line services as well as innovative digital solutions. Its award-winning mobile network reaches more than 99 percent of the population in Germany. O2 Telefónica is a leader in both the consumer market and the field of innovative partner offerings, and is growing dynamically in the solutions business for corporate customers. |
