Mobile network operators with strong spam protection have a huge competitive advantage

Protection from spam calls is a meaningful consideration for consumers when choosing a mobile network operator — or deciding to switch networks.

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.

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.

Download the State of the Call 2026 report >

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.

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.

Five key trends identified for 2026

Hiya’s State of the Call 2026 report identified 5 key trends for 2026. Download the report 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 >