Hiya Now Live with Branded Calling on Vodafone, Extending Verified Caller Identity to Nearly 100% of UK Mobile Subscribers

Core Insights - Hiya has launched its Secure Branding capabilities in partnership with Vodafone, enabling verified branded calling for nearly 100% of UK mobile subscribers, making Hiya the only company operating across all three major UK mobile operators [2][4]. Company Overview - Hiya is a global leader in trusted voice solutions, providing AI-powered caller identity and voice security at network scale, serving over 550 million users globally [8]. - Vodafone is a leading telecom company in Europe and Africa, serving over 360 million mobile and broadband customers and operating networks in 15 countries [9]. Market Context - The demand for call transparency is increasing, with 85% of UK consumers not answering calls from unrecognized numbers, highlighting a significant gap in verified identity for outbound business calls [5][6]. - The integration of Hiya's technology into Vodafone's network aims to restore consumer trust in voice communications by ensuring that legitimate businesses can connect with customers effectively [3][7]. Strategic Importance - The launch of branded calling at a national scale in the UK positions it as one of the first markets globally to implement such a service across major operators, enhancing the calling experience and subscriber protection [4][6]. - The partnership addresses the rising sophistication of scams targeting consumers and businesses, leveraging Vodafone's network intelligence to enhance call verification [7].