--- title: Eroding trust is crippling the voice channel description: Hiya’s State of the Call 2026 report shows that 86% of consumers won’t answer unidentified calls. They want businesses to identify themselves. image: https://blog.hiya.com/hubfs/blog-header-SOTC-3.webp --- [![Hiya logo](https://blog.hiya.com/hubfs/hiya-new-purple.svg)](https://www.hiya.com/) Solutions Solutions [For Mobile Operators Protect your network](https://www.hiya.com/solutions/operators) [For Businesses Brand your calls](https://www.hiya.com/solutions/businesses) [For People Get the mobile app](https://www.hiya.com/products/apps/hiya-spam-blocker) ###### Webinar Branded Calling 101 Weekly Webinar Make your company's calls more recognizable. Learn how Hiya can drive value for your business. [Sign up today Arrow Right](https://www.hiya.com/lp/webinar-series-intro-to-hiya-branded-call) Products Connect ###### [Branded Call Display your branded caller ID](https://www.hiya.com/products/connect/branded-call) ###### [Number Registration Display your branded caller ID](https://www.hiya.com/products/connect/number-registration) ###### [View Plans Flexible pricing for teams of all sizes](https://www.hiya.com/products/connect/pricing) Protect ###### [Spam Analytics Stop spam & fraud on your mobile network](https://www.hiya.com/products/protect/spam-analytics) ###### [AI Voice Detection Real-time AI voice detection](https://www.hiya.com/products/protect/ai-voice-detection) Mobile apps ###### [Hiya Spam Blocker Fraud & AI voice protection](https://www.hiya.com/products/apps/hiya-spam-blocker) ###### [Hiya AI Phone Productivity for busy people](https://www.hiya.com/products/apps/hiya-ai-phone) ![](https://blog.hiya.com/hubfs/sotc-report.avif) ###### Report State of the Call 2026 86% of unidentified calls go unanswered. Read the benchmark report for what is happening in voice today, and what you can do to drive business. [Read the report Arrow Right](https://www.hiya.com/state-of-the-call) Why Hiya? Overview [Why Hiya Your voice innovation partner](https://www.hiya.com/why-hiya) [How it works Get started quickly & easily](https://www.hiya.com/how-it-works) [Customer Stories Real companies, real results](https://www.hiya.com/case-studies) [Voice Intelligence Platform Industry’s leading voice platform](https://www.hiya.com/why-hiya/voice-intelligence-platform) [Trust Center Compliance, security, & privacy](https://www.hiya.com/why-hiya/trust-center) Company [About Leadership and history](https://www.hiya.com/company/about) [Careers We're hiring!](https://www.hiya.com/company/careers) [Contact us Get in touch](https://www.hiya.com/contact-us) ![](https://blog.hiya.com/hubfs/bclc-hero-img.webp) ###### Customer Story BCLC increases business KPIs with Hiya With Hiya Branded Call BCLC was able to increase contact rates, campaign efficiency, and revenue. [Read their story Arrow Right](https://www.hiya.com/customer-stories/bclc) Resources Resources [Resource Center](https://www.hiya.com/resources) [Partner Program](https://partners.hiya.com/) [Get Support](https://hiya.com/support) [Developer Docs](https://developer.hiya.com/) [Hiya Blog](https://blog.hiya.com/) [Newsroom](https://www.hiya.com/newsroom) [Events](https://www.hiya.com/events) ###### eBook 10 Tips for customer-friendly phone calls Prevent caller reputation issues and complaints with customer-friendly calling practices. [Read eBook Arrow Right](https://www.hiya.com/resources/ebooks/10-tips-for-customer-friendly-phone-calls) [Get Started Arrow Right](https://www.hiya.com/#audience) [Log in](https://connect.hiya.com/login) [Get started](https://www.hiya.com/#audience) - [Home](https://hiya.com) - [Blog](https://blog.hiya.com) - [Eroding trust is crippling the voice channel](https://blog.hiya.com/eroding-trust-is-crippling-the-voice-channel) [Branded Call](https://blog.hiya.com/tag/branded-call) [Company News](https://blog.hiya.com/tag/company-news) [Hiya Protect](https://blog.hiya.com/tag/hiya-protect) [Spam & Fraud Protection](https://blog.hiya.com/tag/spam-fraud-protection) # Eroding trust is crippling the voice channel [Stephanie Boulanger](https://blog.hiya.com/author/stephanie-boulanger) Apr. 14, 2026 [![](https://blog.hiya.com/hubfs/icon-fb.svg)](https://www.facebook.com/sharer/sharer.php?u=https://blog.hiya.com/eroding-trust-is-crippling-the-voice-channel) [![](https://blog.hiya.com/hubfs/icon-x.svg)](https://twitter.com/intent/tweet?url=https://blog.hiya.com/eroding-trust-is-crippling-the-voice-channel&text=Eroding+trust+is+crippling+the+voice+channel) [![](https://blog.hiya.com/hubfs/icon-linkedin.svg)](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.hiya.com/eroding-trust-is-crippling-the-voice-channel) ## At a glance - The prevalence of spam and fraud calls is causing consumers to lose trust in voice calls. - 86% of consumers say they will not answer unidentified calls. - 73% of consumers agree that businesses should identify themselves with caller ID. - Hiya identifies 5 key trends for 2026, based on responses from its State of the Call survey. ![](https://blog.hiya.com/hubfs/blog-header-SOTC-3.webp) Trust in voice calls is declining.  In fact, when consumers receive calls from numbers they don’t recognize, only 14% immediately answer — meaning 86% do not answer unknown calls. They’re more likely to either reject the call immediately (28%) or ignore it and see if the caller leaves a voicemail (41%). Unidentified calls come from phone numbers that are not in an individual’s personal contact list. They may simply display a phone number, a location, or “unknown caller.” That was one of the findings from Hiya’s State of the Call 2026 report, which surveyed more than 12,000 consumers in six countries. [Download the State of the Call 2026 report >](https://www.hiya.com/state-of-the-call) ![SOTC2026-Blog Image-KF4-c@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF4-c@2x.webp?width=1300&height=445&name=SOTC2026-Blog%20Image-KF4-c@2x.webp) ![SOTC2026-Blog Image-KF4-d@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF4-d@2x.webp?width=1300&height=728&name=SOTC2026-Blog%20Image-KF4-d@2x.webp) ## Consumers want businesses to identify themselves How can companies get through to customers and prospects when most people won’t even answer their phone? Consumers say they want [businesses to identify themselves on caller ID](https://www.hiya.com/products/connect/branded-call). And the one piece of information that would make them more likely to answer is the business’s name. ![SOTC2026-Blog Image-KF4-e@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF4-e@2x.webp?width=1300&height=728&name=SOTC2026-Blog%20Image-KF4-e@2x.webp) ![SOTC2026-Blog Image-KF4-f@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF4-f@2x.webp?width=1300&height=768&name=SOTC2026-Blog%20Image-KF4-f@2x.webp) ## Five key trends in 2026 Hiya’s State of the Call 2026 report identified 5 key trends for 2026. [Download the report](https://www.hiya.com/state-of-the-call) to learn more about each trend. ➔ Trend #1: Consumer frustration with unwanted calls continues to increase year over year. ➔ Trend #2: AI is making voice fraud worse, both in volume and in targeting. ➔ Trend #3: Subscribers believe their mobile network operator should be responsible for protecting them against voice fraud. ➔ Trend #4: Eroding trust is crippling the voice channel.  ➔ Trend #5: Mobile network operators with strong spam protection have a huge competitive advantage. In addition to the 5 key findings, the report also makes a number of recommendations, both for mobile network operators who deliver calls, and for businesses seeking to connect with their customers and prospects.   ## Recommendations for mobile network operators - Add spam and fraud protection at the network level to protect subscribers. - Use AI-powered spam protection to fight back against AI-powered scams — including deepfake voice threats. - Promote your spam protection services to your subscribers, as it is a key differentiator. ## Recommendations for businesses - Add branded caller ID so consumers will know exactly who is calling. - Register your business numbers with mobile networks that deliver your calls. - Protect against inbound call attacks by adding AI voice detection. [Download the State of the Call 2026 report >](https://www.hiya.com/state-of-the-call) [![banner-hiya-reg](https://blog.hiya.com/hubfs/banner-hiya-reg.jpg)](https://www.hiya.com/products/connect/number-registration) ### Latest Articles ⚡️ - Hiya awarded 16 G2 Summer 2026 badges for branded caller ID Lena Prickett Jul. 9, 2026 - How Canada is leading the fight to stop bank scams Stephanie Boulanger Jun. 26, 2026 - How to check phone numbers for spam labels Michelle Wallace Jun. 9, 2026 ## Related articles ![](https://blog.hiya.com/hubfs/rogers-toronto-event-blog-hero.webp) ## [How Canada is leading the fight to stop bank scams](https://blog.hiya.com/how-canada-is-leading-the-fight-to-stop-bank-scams?hsLang=en) Stephanie Boulanger Jun. 26, 2026 ![](https://blog.hiya.com/hubfs/Blog_How-to-check-phone-numbers-for-spam-labels_B.webp) ## [How to check phone numbers for spam labels](https://blog.hiya.com/how-to-check-phone-numbers-for-spam-labels?hsLang=en) Michelle Wallace Jun. 9, 2026 ![](https://blog.hiya.com/hubfs/Hiya%20x%20DNA-blog@2x.webp) ## [Hiya and DNA Finland launch network-level call protection](https://blog.hiya.com/hiya-and-dna-finland-launch-network-level-call-protection?hsLang=en) Stephanie Boulanger Jun. 2, 2026 [![](https://blog.hiya.com/hubfs/hiya-new-purple.svg)](https://www.hiya.com/) [![](https://blog.hiya.com/hubfs/linkedin-1.svg)](https://www.linkedin.com/company/hiyainc) [![](https://blog.hiya.com/hubfs/facebook-1.svg)](https://www.facebook.com/hiyainc/) ###### Products - Connect - [Number Registration](https://www.hiya.com/products/connect/number-registration) - [Branded Call](https://www.hiya.com/products/connect/branded-call) - [View Plans](https://www.hiya.com/products/connect/pricing) - Protect - [Spam Analytics](https://www.hiya.com/products/protect/spam-analytics) - [AI Voice Detection](https://www.hiya.com/products/protect/ai-voice-detection) - Apps - [Hiya Spam Blocker](https://www.hiya.com/products/apps/hiya-spam-blocker) - [Hiya AI Phone](https://www.hiya.com/products/apps/hiya-ai-phone) ###### Solutions - Company size - [Enterprise](https://www.hiya.com/solutions/enterprise) - [Call Centers](https://www.hiya.com/solutions/call-center) - [Small and Medium](https://www.hiya.com/solutions/businesses) - Service providers - [Operators](https://www.hiya.com/solutions/operators) - [OEMs and technology](https://www.hiya.com/solutions/technology-partners) ###### Considering Hiya? - [Why Hiya](https://www.hiya.com/why-hiya) - [How it Works](https://www.hiya.com/how-it-works) - [Customer Stories](https://www.hiya.com/case-studies) - [Voice Intelligence Platform](https://www.hiya.com/why-hiya/voice-intelligence-platform) - [Trust Center](https://www.hiya.com/why-hiya/trust-center) - [Modern Slavery](https://www.hiya.com/company/modern-slavery) - [About Hiya](https://www.hiya.com/company/about) - [Careers: We're hiring!](https://www.hiya.com/company/careers) - [Contact us](https://www.hiya.com/contact-us) ###### Resources - [Resource Center](https://www.hiya.com/resources) - [Partner Program](https://partners.hiya.com/) - [Get Support](https://hiya.com/support) - [Developer Docs](https://developer.hiya.com/) - [Hiya Blog](https://hiya.com/blog) - [Events](https://www.hiya.com/events) - [Press Kit](https://www.hiya.com/newsroom#press-kit) ![ANAB](https://blog.hiya.com/hubfs/logo-anab.svg) ![ISO 27001](https://blog.hiya.com/hubfs/logo-iso27017.png) ![AICPA](https://blog.hiya.com/hubfs/logo-aicpa.svg) ![IAF](https://blog.hiya.com/hubfs/logo-iaf.svg) [Privacy Policy](https://www.hiya.com/legal/privacy) [Terms of Service](https://www.hiya.com/legal/terms-of-service) [App Data Privacy Policy](https://www.hiya.com/legal/app-data-protection-and-privacy-policy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Stephanie Boulanger", "url" : "https://blog.hiya.com/author/stephanie-boulanger" }, "dateModified" : "2026-04-14T17:05:41.822Z", "datePublished" : "2026-04-14T17:05:41.000Z", "headline" : "Eroding trust is crippling the voice channel", "image" : [ "https://blog.hiya.com/hubfs/blog-header-SOTC-3.webp" ], "mainEntityOfPage" : { "@id" : "https://blog.hiya.com/eroding-trust-is-crippling-the-voice-channel", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hiya.com/hubfs/hiya-logo-3.svg" }, "name" : "Hiya Inc." } } ```