Vodafone announced on March 18, 2026 that it has launched Hiya Secure Branding, a branded calling service that displays verified business identities on incoming calls for nearly 100% of its UK mobile subscribers.
The service uses Vodafone’s CAMARA‑based network APIs to embed a caller’s verified business name directly into the call flow, allowing users to see a clear, authorized business name as the call arrives. By doing so, Vodafone aims to reduce spoofing risks and improve caller identification for both consumers and businesses.
"Scams targeting consumers, banks, hospitals, and government departments are on the rise and getting more sophisticated, so it's no surprise that people are avoiding calls from unknown and anonymous numbers. Vodafone is leveraging its network intelligence to make these essential checks seamlessly. Hiya are a key partner to scale this quest to restore consumer trust and help trusted businesses connect with their audiences more effectively," said Johanna Wood, Director of Network APIs at Vodafone.
"An unidentified phone call is practically useless today. Consumers assume it's a scam and they're usually right to ignore it. That lack of trust costs enterprises revenue and leaves subscribers uncertain about what's real. Just displaying a name isn't enough. By embedding verified identity directly into Vodafone's network, we make trust visible before the call is answered," added Alex Algard, CEO and Founder of Hiya.
Hiya already partners with the other two major UK operators, BT (EE) and Virgin Media O2, offering similar services. With Vodafone’s integration, Hiya becomes the only company operating branded calling across all three major UK mobile operators, giving Vodafone a competitive edge in a market where caller ID fraud and customer experience are growing concerns.
The service is built on CAMARA standards, a global open‑source framework that promotes interoperability and scalability. Vodafone is evaluating the inclusion of company logos and brief call descriptions in future iterations, positioning the platform for broader adoption and enhanced user experience.
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