I miss the days when seeing my phone light up meant someone I wanted to hear from was calling. For years now, when it rings, I rarely answer. Like most people in Spain, I hesitate to see if I recognize the number, then usually let it go to voicemail. The simple act of picking up my phone has become a guessing game. And more often than not, it turns out to be spam or fraud.
At Hiya, we’re working around the world to fix that hesitation. Today, I’m proud to share an important step forward here in my home country. We’ve partnered with MasOrange, Spain’s largest telecom provider, to launch Llamada Visible, powered by Hiya Protect and Hiya Connect.
Llamada Visible is a new network-level feature that helps MasOrange subscribers see who’s calling before they answer. It empowers legitimate businesses to show their identity on outbound calls, so MasOrange customers can see who’s calling and feel confident answering. Also, it flags potential spam, fraud, and commercial calls directly on their devices, without the need to download an app or fiddle with the settings.
Rolling out across all MasOrange brands including Orange, Jazztel, MasMovil, Pepephone or Symio, Llamada Visible will automatically protect almost half of the mobile lines in Spain. In a market where 56% of unknown calls are unwanted and the average person receives 15 spam calls every month, that’s real progress.
MasOrange is also the first operator in Spain to launch a service like Llamada Visible — proving that trusted, network-level innovation is not only possible, but scalable across millions of users.
Helping Spanish businesses reconnect with their customers
In February 2025, Spain introduced new telecom rules aimed at protecting consumers from unwanted calls. The change was simple but significant. Businesses can no longer use mobile numbers for outbound sales or customer-service calls. Instead, they must use the 800 and 900 ranges reserved for verified business communication.
The goal was to curb spam and fraud, but for many companies it had an unintended effect. Calls that once connected easily began going unanswered, and the trust between businesses and consumers weakened even more.
Llamada Visible solves that challenge. It helps legitimate businesses stay compliant while clearly displaying who they are when they call. The result is more transparency for customers and stronger engagement for the businesses trying to reach them.
Strengthening trust at the network level
For carriers, this launch proves that network-level innovation can restore confidence in voice communication. With Hiya’s AI-powered technology built into the network, MasOrange is helping customers feel confident answering their phones again — and showing how trusted voice can reach millions.
This partnership highlights the critical role carriers play in restoring trust in calls, strengthening customer relationships, and setting a new standard for a safer, more transparent voice experience.
A milestone in Hiya’s global journey
This partnership shows how regulation, technology, and carriers can work together to protect consumers while keeping businesses connected to their customers. It also expands Hiya’s presence across Europe and strengthens our leadership in trusted voice with another Tier-1 carrier. Today, Hiya supports more than 500 million users worldwide through partnerships including AT&T, BT, EE, Telenor, Virgin Media O2, and now MasOrange.
For me, this one is personal too. I’ve seen how answering the phone has changed over the years, how hesitation has replaced connection. Llamada Visible is one step toward bringing that trust back. And it’s not just for Spain. It shows what’s possible when technology and carriers work together to rebuild confidence in every call.
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