We’re making branded calling a standard, not the exception, with Telefónica. Today, Telefónica joins the Hiya operator network in Spain, introducing Hiya Connect Branded Call on Movistar and O2. This means another 13 million lines across Spain can now see a verified business name when the phone rings.
Together with Orange España, Hiya’s branded calling solution reaches 3 in 4 Spanish users, creating a new opportunity to break through the systemic mistrust of unknown numbers and fundamentally change the way customers interact with businesses.
The unknown number problem in Spain
87% of people in Spain don't answer calls from numbers they don't recognize, according to Hiya’s State of the Call 2026 research.
Think about what that costs on an ordinary Tuesday. The pharmacy calling about a prescription that's ready. The courier outside with a package that needs a signature. The bank's fraud team trying to reach someone whose card is being used in another city. All of them get the same treatment as the scammer, because on screen they look the same.
Spaniards aren't refusing calls; they're refusing strangers. 47% say they'd be likely to answer when the caller is clearly identified, because the unknown number problem is reflective of a national problem with spam and scam calling. Hiya’s proprietary data shows that on average 49% of calls in Spain were flagged as spam and scams in the last year. At best, it’s a nuisance. At worst, it’s a serious threat.
A seamless service for customers that changes brand reputation
Hiya Connect Branded Call runs in the network on Movistar and O2, so the name arrives whether or not the number is saved in someone's contacts. No app, no download, nothing for the subscriber to switch on.Registration and vetting prove a company is who it says it is - and buys the right to show a name instead of a number. For businesses who are struggling with answer rates - and the cost cost that comes with it - this is an instant unlock for better brand recognition that drives customer trust, longevity, and simply better responses that keeps services moving forwards.
“With the integration of our technology into Telefónica’s network, we are taking a major step toward restoring certainty in phone calls. Businesses need to identify themselves transparently, and citizens demand to know who is calling before picking up. Better communication doesn’t happen with higher call volumes; it happens when customers can instantly recognize who is behind the call.” said Mariano González-Cayuela, Country Manager for Hiya Spain.
Redefining customer experience in line with regulation
Telefónica’s partnership with Hiya comes at the perfect time. From 17 October, commercial calls in Spain have to come from a nine-digit number starting 400, or else risk having their calls blocked - and receiving a notable fine. This level of regulation is a bold move against unwanted telemarketing, but it risks damaging legitimate businesses; the 400 number becomes associated with ‘nuisances’, so that even the requested calls won’t get picked up. When Brazil brought in something similar, answer rates fell by 30%.The pharmacy, the courier and the fraud team aren't making commercial calls, so they stay on the numbers they already use - but they stay just as unrecognizable as they were last week. Branded calling covers both halves: the 400 number and the unknown number that people trust, sending the right signal to customers.
Reach grows with every network - and so does trust
Turning an unknown number, whether it has a regulated prefix or not, into a known brand entity has a profound impact on customer trust and responsiveness. Afterall, 85% of Spanish consumers say they would want a business to identify themselves when calling. For Hiya Connect customers, it can increase answer rates by up to 50%.Every operator that enables verified identity makes branding worth more to every business and every customer. By adding Hiya Connect Branded Call to their network, Telefónica empowers 13 million more people with recognition of who is on the other line.
➡️ Read more about the 400 prefix requirements and what it means for your business
➡️ Learn more about Hiya Branded Call or talk to our team in Spain
