For too long, businesses have been uncertain about their caller reputation. They could be labeled as spam, but unless they paid for a number reputation service, they’d never know. It’s been a black box — frustrating for businesses, confusing for consumers, and challenging for carriers that work to protect both.
Spam labels protect consumers from nuisance and scam calls and deter bad actors. These protections are essential, but they sometimes flag real businesses too. That’s because, ultimately, consumer sentiment decides how calls get labeled. Even if a business is calling in good faith, if calls are too frequent, poorly timed, or feel irrelevant, recipients may see them as unwelcome and mark them as spam.
That’s not just a business problem. It’s a trust problem. And trust is the foundation of the voice network.
In cooperation with AT&T, and in service of a healthier voice ecosystem, Hiya is making its spam label status available to all businesses globally — for the first time, and for free. This isn’t just a step forward for enterprises. It’s a move toward a more open, accountable calling environment where both consumers and businesses are better informed and protected.
Our goal is simple: give all businesses visibility into their spam label status and the insights to take action. Beyond a free view of whether Hiya is labeling their calls as spam, our new reputation report card highlights key factors driving that status, with clear grades across four categories to help businesses improve calling practices and rebuild trust.
AT&T has long set the standard for protecting customers from spam and fraud, while empowering businesses to build better connections. We’re proud to be a trusted partner in those efforts, and grateful for their support in making spam label status available for free. Together, we’re giving businesses the tools to understand and improve their caller reputation, while keeping consumer protection at the heart of every interaction.
This move reflects a growing consensus among forward-looking operators: transparency and trust go hand in hand. Across the ecosystem, carriers are being recognized for putting consumer protections first.
We hope this sets a new standard and that others in the voice ecosystem follow suit. Because when everyone in the network operates transparently, everyone wins:
- Consumers feel more confident picking up the phone.
- Businesses can address spam issues and improve customer experience.
- Mobile carriers strengthen their role as trusted stewards of the network.
We’ll keep working to align incentives around call quality, security, and transparency. And we’re proud to support the mobile carriers and businesses who are leading the charge.
