Bouygues Telecom Launches France's First Network-Level Branded Calling Service
Event summary
- Bouygues Telecom will deploy Hiya's Branded Call solution across its network starting June 2026.
- The service will display verified business names on incoming calls without requiring an app.
- Hiya's AI platform integrates directly into Bouygues Telecom's Ericsson-powered core network.
- 74% of French consumers receive six or more unwanted calls weekly, per Hiya's 2026 report.
The big picture
This deployment addresses France's growing issue of ignored business calls due to spam, with 74% of consumers receiving six or more unwanted calls weekly. The integration of Hiya's AI platform into Bouygues Telecom's network marks a strategic shift toward restoring trust in voice communications. The service's success could set a precedent for other European markets facing similar challenges.
What we're watching
- Market Adoption
- Whether other French operators will follow Bouygues Telecom's lead in adopting Branded Call.
- Business Impact
- How the service will affect call answer rates for businesses like healthcare providers and delivery services.
- Technical Execution
- The pace at which Hiya can scale its AI platform across additional networks globally.
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