--- title: Mobile network operators with strong spam protection have a huge competitive advantage description: Hiya’s State of the Call 2026 report shows that consumers rank spam protection among their top reasons for selecting a mobile network operator. image: https://blog.hiya.com/hubfs/Blog%20post%20-%20SOTC%202026_%20Trend%20%235-hero.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. 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That was one of the findings from Hiya’s [State of the Call 2026 report](https://www.hiya.com/state-of-the-call), which surveyed more than 12,000 consumers in six countries.   ## 35% of consumers rank spam protection among their top reasons for selecting an MNO Many factors go into consumers’ selection of a mobile network operator, including the price and network coverage area. High on that list is the network’s ability to protect consumers from unwanted calls. More than a third of survey respondents (35%) rank spam protection among their top reasons for selecting an MNO, with 8% of those respondents saying it is the number one factor. That’s a huge growth opportunity for mobile network operators. That means the network with the best spam protection should be able to lure at least 8% of subscribers from each competitor. ![SOTC2026-Blog Image-KF5-c@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF5-c@2x.webp?width=1300&height=705&name=SOTC2026-Blog%20Image-KF5-c@2x.webp) [Download the State of the Call 2026 report \>](https://www.hiya.com/state-of-the-call)   ## Consumers with poor spam protection are more likely to switch networks Not only do consumers consider spam protection when selecting a network, it’s also one of the primary reasons for leaving their MNO and switching to a competitor. Again, more than a third (38%) said they would be either likely or extremely likely to switch if their MNO was not doing enough to protect them. ![SOTC2026-Blog Image-KF5-d@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF5-d@2x.webp?width=1300&height=827&name=SOTC2026-Blog%20Image-KF5-d@2x.webp) ## One-third of consumers don’t use any call screening features There is certainly a need for consumers to be better protected from spam and scam calls. However, a third of consumers (33%) don’t use any call screening features. Those that do, most commonly use built-in services from their device manufacturer, which provide some protection, but can’t stop fraud calls before they reach their device, like network-based spam protection can. Also of note to MNOs is the fact that 11% of consumers don’t even know if they have call screening features at all. That’s a big opportunity for MNOs that offer spam protection to promote it to their subscribers. ![SOTC2026-Blog Image-KF5-e@2x](https://blog.hiya.com/hs-fs/hubfs/SOTC2026-Blog%20Image-KF5-e@2x.webp?width=1300&height=743&name=SOTC2026-Blog%20Image-KF5-e@2x.webp) ## Five key trends identified for 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](https://www.hiya.com/products/protect/spam-analytics) at the network level to protect subscribers. - Use [AI-powered spam protection](https://blog.hiya.com/hubfs/Adaptive-AI-Hiya-eBook.pdf?hsLang=en) 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](https://www.hiya.com/products/connect/branded-call) so consumers will know exactly who is calling. - [Register your business numbers](https://www.hiya.com/products/connect/number-registration) with mobile networks that deliver your calls. - Protect against inbound call attacks by adding [AI voice detection](https://www.hiya.com/products/protect/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 ⚡️ - 4 Benefits of Changing Your Outbound Caller ID Alia Logan Oct. 2, 2026 - Nearly half of French consumers have lost money to a phone scam Rob Unsworth Sep. 29, 2026 - Spain’s 400-prefix law will make it harder to reach customers Mariano González-Cayuela Sep. 24, 2026 ## Related articles ![](https://blog.hiya.com/hubfs/SotC2026-France%20Focus.webp) ## [Nearly half of French consumers have lost money to a phone scam](https://blog.hiya.com/nearly-half-of-french-consumers-have-lost-money-to-a-phone-scam?hsLang=en) Rob Unsworth Sep. 29, 2026 ![](https://blog.hiya.com/hubfs/400-prefix-blog.webp) ## [Spain’s 400-prefix law will make it harder to reach customers](https://blog.hiya.com/spains-400-prefix-law-will-make-it-harder-to-reach-customers?hsLang=en) Mariano González-Cayuela Sep. 24, 2026 ![](https://blog.hiya.com/hubfs/SotC2026-Germany%20Focus-1.webp) ## [German businesses lose €43,000/yr because they can’t reach their customers](https://blog.hiya.com/german-businesses-lose-because-they-cant-reach-their-customers?hsLang=en) Michael Berger Sep. 22, 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" : "2026-04-24T19:50:30.094Z", "datePublished" : "2026-04-24T19:50:30.000Z", "headline" : "Mobile network operators with strong spam protection have a huge competitive advantage", "image" : [ "https://blog.hiya.com/hubfs/Blog%20post%20-%20SOTC%202026_%20Trend%20%235-hero.webp" ], "mainEntityOfPage" : { "@id" : "https://blog.hiya.com/mobile-network-operators-with-strong-spam-protection-have-a-huge-competitive-advantage", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hiya.com/hubfs/hiya-logo-3.svg" }, "name" : "Hiya Inc." } } ```