Consumers and businesses face many challenges when it comes to call security, but solutions are available.
For consumers, call protection apps can block unwanted calls. They can also help identify those that involve spoofing or fraud. Advanced call protection apps can even detect deepfakes. However, two-thirds of consumers reported using no call protection apps—a missed opportunity to help keep voice calls secure.
That’s one of the insights from Hiya’s State of the Call 2025 report, which is based on a survey commissioned by Hiya of more than 12,000 consumers, 1,800 workers who use voice calls on the job, and 600 security and IT executives at businesses that depend on voice calls.
As for businesses, several approaches can help improve the effectiveness of voice:
- Registering as a legitimate business with mobile carriers.
- Identifying the business to call recipients by displaying caller identity.
- Coaching agents on best calling practices.
Measures like these are likely to improve call answer rates for businesses because call identification correlates closely with improving consumer trust and answer rates:
From the perspective of IT leaders, too, technologies that improve call deliverability through measures like branded calling and spoof protection are valuable ways to enhance the security and reliability of voice—and some say their businesses are already using measures like these to help prevent impersonation of their business by phone scammers:
When it comes to anti-deepfake solutions, too, 74 percent of businesses report investing in protections of various types:
Deployment of anti-deepfake technologies is encouraging given the growing prevalence of this threat.
The BYOD challenge
When it comes to protecting workers from voice-based scams, businesses face another layer of difficulty due to the prevalence of Bring Your Own Device (BYOD) policies, which allow employees to use personal devices at work. Because businesses don’t control those devices directly, they can’t always deploy the full set of voice security solutions that they run on company-owned phones.
But they can—and do—take other measures to secure BYOD devices.
In our survey, IT leaders reported that about 68% of businesses have a BYOD policy that covers employee smartphones. While many organizations have taken steps to secure these personal devices, only around half have implemented inbound anti-fraud authentication—a critical technique that helps verify incoming voice calls and protect employees from impersonation attacks. But for the just-shy-of-half without it, a BYOD program may unintentionally open the door to deepfake vishing and social engineering attacks, especially when employees can’t spot a scam based on training alone.
With the rise of deepfake voice scams and BYOD policies, securing employee communications is more critical than ever. Solutions like Hiya AI Phone helps safeguard employees from voice-based fraud and social engineering attacks while boosting productivity through smart call screening and prioritization.
Even better: the technology behind the Hiya AI Phone is available to Hiya partners to integrate into their own apps, devices, or network-based services, ensuring flexible, scalable protection across any environment.
Learn more about the Hiya AI Phone app?
The Hiya AI Phone mobile app is the first AI call assistant that stops deepfake scams in real time. Features include:
AI Voice and Deepfake Detection – The app detects AI-generated voices—live and recorded—by analyzing subtle audio patterns, and notifies users when an AI voice is detected.
- Real-Time Scam Protection – The app continuously analyzes call audio to detect scam language and suspicious patterns.
- Intelligent Call Screening – An AI assistant answers unknown calls, asking callers to state their name and reason for the call, and blocks scam and spam calls while connecting legitimate ones.
- Call Summaries & Transcription – Conversations are transcribed and summarized using AI models tuned by Hiya. Data is encrypted and remains accessible only to the user on their device.
Learn more about the Hiya AI Phone app and to download a free two-week trial.
