O2 Telefónica & Hiya Tackle Germany's Call Skepticism Epidemic

SEATTLE, WA – February 19, 2026 – In a decisive move to combat the growing crisis of trust in voice communication, O2 Telefónica has partnered with global voice solutions leader Hiya to launch branded calling across Germany. The initiative, now live on the O2 Telefónica network, will deliver verified caller identities to more than 90% of the country's mobile subscribers, a market of over 80 million people, marking one of the most significant efforts to restore transparency to the phone call.

The service automatically enables legitimate business calls to appear with a verified company name, replacing the ambiguous and often distrusted unknown number. This feature is active across all of O2 Telefónica's brands, including O2 and Blau, as well as its partner networks. The collaboration addresses a critical issue in Europe's largest economy, where consumer skepticism has driven call answer rates to some of the lowest levels on the continent.

A Crisis of Trust in the Digital Age

The decision to implement a network-wide solution is a direct response to a pervasive problem in Germany. An estimated 80% of all unidentified calls are ignored, as consumers increasingly fear spam and fraudulent activity. This caution, while understandable, has significant real-world consequences. Research indicates that nearly 60% of people have missed crucial calls from essential services like doctors' offices, banks, and delivery companies simply because they did not recognize the incoming number. Another study highlighted that over 70% of anonymous calls go unanswered due to these concerns.

The economic impact is just as stark. According to data highlighted by Hiya, a third of workers report that their companies have lost money due to the inability to connect with customers over the phone. In a landscape where every connection counts, unanswered calls translate to lost opportunities, operational inefficiencies, and customer frustration.

German regulators have already acknowledged the severity of the issue. In late 2022, the federal network agency, Bundesnetzagentur, instituted stricter rules to combat number spoofing, a common tactic used by scammers. These regulations mandate the disconnection of calls falsely displaying official emergency or premium-rate numbers, underscoring the government's commitment to protecting consumers. The launch of branded calling by major carriers represents the private sector's parallel effort to rebuild that broken trust from the ground up.

How Branded Calling Rebuilds Confidence

Branded calling technology cuts through the uncertainty by providing two key pieces of information before the call is even answered: who is calling and, in some cases, why. By displaying a verified business name, the technology empowers consumers to make an immediate, informed decision about whether to answer. For businesses, this means critical communications—from fraud alerts and appointment reminders to delivery notifications—are no longer lost in a sea of suspicion.

A key advantage of the Hiya and O2 Telefónica solution is its seamless integration at the network level. Unlike app-based alternatives that require a separate download, this service is automatically enabled for all subscribers on the network, ensuring maximum reach and immediate impact. It represents a fundamental upgrade to the voice network itself.

“We've all felt that instant hesitation when the phone rings, and we don't recognize the number. A phone call should be about connection, not a guessing game,” said Alex Algard, CEO and founder of Hiya, in the initial announcement. “With O2 Telefónica, we're replacing that uncertainty with trust, helping German consumers see exactly who is calling while giving businesses a way to connect with the customers they serve.”

The sentiment is echoed by O2 Telefónica. “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,” stated 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."

The Competitive Push for a Clearer Connection

O2 Telefónica's move is part of a broader, industry-wide trend across Germany. The nation's other major mobile operators, Deutsche Telekom and Vodafone Germany, have also launched their own branded calling initiatives in partnership with technology providers like Hiya and First Orion. This competitive push signals a universal recognition among telecom leaders that the future of voice communication depends on re-establishing trust and delivering a higher quality of service.

This market-wide adoption creates a new standard for business communication. As more legitimate companies adopt branded calling, unidentified numbers will likely be viewed with even greater suspicion, further isolating fraudulent actors and compelling all businesses to embrace transparency. The shift from optional, app-based solutions to default, network-level services represents a significant maturation of the technology and a long-term commitment to solving the problem at its source.

A Strategic Imperative for Business and Telecoms

For businesses, the return on investment is compelling. Hiya reports that companies using its Branded Call service see answer rates increase by up to 50%. In one documented case, a financial services firm using a similar technology saw a 76% increase in first-call conversions. Higher answer rates directly translate to reduced operational costs from fewer repeat call attempts and improved efficiency for customer service and sales teams.

This partnership also aligns perfectly with O2 Telefónica's wider strategic vision. The company is actively pursuing a future as a data- and AI-driven organization, with a strong focus on enhancing customer experience and network quality. The collaboration with Hiya was fostered through Wayra Germany, O2 Telefónica’s Munich-based innovation hub, which is tasked with identifying and scaling cutting-edge technologies that create value for customers.

This initiative is one of several strategic moves aimed at digital transformation. O2 Telefónica has also expanded partnerships with firms like Capgemini to implement its AI strategy and with Ericsson to modernize its core network with cloud-native 5G infrastructure. By integrating Hiya's trusted voice solution, O2 Telefónica not only addresses a pressing consumer pain point but also reinforces its brand as an innovator committed to providing secure, reliable, and future-ready connectivity for its 45 million subscribers.