Hiya Expands Branded Calling to Vodafone, Covering Nearly All UK Mobile Subscribers
Event summary
- Hiya has launched its Secure Branding capabilities on Vodafone’s UK network, covering nearly 100% of UK mobile subscribers.
- This makes Hiya the only company operating across all three major UK mobile operators.
- Verified branded calling is now available to approved businesses, including financial institutions and government entities.
- Hiya’s integration uses Vodafone’s CAMARA-based network APIs to display authorized business identities to subscribers.
The big picture
Hiya’s expansion to Vodafone’s network underscores the growing demand for call transparency amid rising scam calls. The integration aligns with Vodafone’s focus on subscriber protection and Hiya’s mission to embed trust directly into mobile networks. The UK is now one of the first markets to offer verified branded calling at a national scale, setting a precedent for global telecom operators.
What we're watching
- Market Adoption
- How quickly approved businesses adopt Hiya’s branded calling service across Vodafone’s network.
- Consumer Trust
- Whether the widespread availability of verified caller identity restores consumer trust in voice calls.
- Regulatory Compliance
- The pace at which other markets implement similar verified caller identity solutions.
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