DNA and Hiya Expand Network-Level Call Protection to Consumers and Businesses in Finland — Hiya, Inc.

Event summary

DNA, a Finnish telecommunications company, has launched Hiya Protect for both consumer and business subscribers, branded as DNA Numerovahti.
The service identifies and labels suspicious incoming calls in real time at the network level, without requiring any app download.
DNA Numerovahti is available to consumer subscribers through DNA’s new DNA Huoleton Plus tier and to enterprise customers through DNA Business Varma subscriptions.
Hiya Protect analyzes incoming calls using a synchronous API that combines network signaling data with crowd-sourced intelligence.
The deployment follows similar launches with Telenor Norway, Deutsche Telekom, Vodafone, and O2 Telefónica.

The big picture

The partnership between Hiya and DNA underscores a growing trend among telecommunications companies to integrate AI-powered call protection directly into their networks. This move is strategically significant as phone fraud continues to escalate, with 62% of European consumers reporting increased spam calls. The dual consumer and enterprise approach by DNA sets a precedent for other mobile network operators to follow, potentially reshaping the landscape of voice security and identity solutions.

What we're watching

Market Expansion: Whether Hiya can sustain its momentum in Europe following deployments with major carriers like DNA, Deutsche Telekom, Vodafone, and O2 Telefónica.
Enterprise Adoption: The pace at which enterprise customers adopt DNA Numerovahti, given its simultaneous launch for both consumers and businesses.
Regulatory Impact: How regulatory frameworks in Europe may influence the adoption of network-level call protection services.