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.
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 >
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.
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.
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.
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.
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.