--- title: Virgin Media O2 partners with Hiya to roll out advanced spam-fighting tools description: Virgin Media O2, one of the UK’s largest telecommunications companies, selected Hiya to provide its AI-powered spam-fighting and branded calling services. image: https://blog.hiya.com/hubfs/Vo2.jpeg --- [![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. [Sign up today Arrow Right](https://www.hiya.com/lp/webinar-series-intro-to-hiya-branded-call) Products Connect ###### [Branded Call Display your branded caller ID](https://www.hiya.com/products/connect/branded-call) ###### [Number Registration Display your branded caller ID](https://www.hiya.com/products/connect/number-registration) ###### [View Plans Flexible pricing for teams of all sizes](https://www.hiya.com/products/connect/pricing) Protect ###### [Spam Analytics Stop spam & fraud on your mobile network](https://www.hiya.com/products/protect/spam-analytics) ###### [AI Voice Detection Real-time AI voice detection](https://www.hiya.com/products/protect/ai-voice-detection) Mobile apps ###### [Hiya Spam Blocker Fraud & AI voice protection](https://www.hiya.com/products/apps/hiya-spam-blocker) ###### [Hiya AI Phone Productivity for busy people](https://www.hiya.com/products/apps/hiya-ai-phone) ![](https://blog.hiya.com/hubfs/sotc-report.avif) ###### Report State of the Call 2026 86% of unidentified calls go unanswered. Read the benchmark report for what is happening in voice today, and what you can do to drive business. [Read the report Arrow Right](https://www.hiya.com/state-of-the-call) Why Hiya? Overview [Why Hiya Your voice innovation partner](https://www.hiya.com/why-hiya) [How it works Get started quickly & easily](https://www.hiya.com/how-it-works) [Customer Stories Real companies, real results](https://www.hiya.com/case-studies) [Voice Intelligence Platform Industry’s leading voice platform](https://www.hiya.com/why-hiya/voice-intelligence-platform) [Trust Center Compliance, security, & privacy](https://www.hiya.com/why-hiya/trust-center) Company [About Leadership and history](https://www.hiya.com/company/about) [Careers We're hiring!](https://www.hiya.com/company/careers) [Contact us Get in touch](https://www.hiya.com/contact-us) ![](https://blog.hiya.com/hubfs/bclc-hero-img.webp) ###### Customer Story BCLC increases business KPIs with Hiya With Hiya Branded Call BCLC was able to increase contact rates, campaign efficiency, and revenue. [Read their story Arrow Right](https://www.hiya.com/customer-stories/bclc) Resources 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://blog.hiya.com/) [Newsroom](https://www.hiya.com/newsroom) [Events](https://www.hiya.com/events) ###### eBook 10 Tips for customer-friendly phone calls Prevent caller reputation issues and complaints with customer-friendly calling practices. [Read eBook Arrow Right](https://www.hiya.com/resources/ebooks/10-tips-for-customer-friendly-phone-calls) [Get Started Arrow Right](https://www.hiya.com/#audience) [Log in](https://connect.hiya.com/login) [Get started](https://www.hiya.com/#audience) - [Home](https://hiya.com) - [Blog](https://blog.hiya.com) - [Virgin Media O2 partners with Hiya to roll out advanced ...](https://blog.hiya.com/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools) [Company News](https://blog.hiya.com/tag/company-news) # Virgin Media O2 partners with Hiya to roll out advanced spam-fighting tools [Hiya Team](https://blog.hiya.com/author/hiya-team) Feb. 13, 2024 [![](https://blog.hiya.com/hubfs/icon-fb.svg)](https://www.facebook.com/sharer/sharer.php?u=https://blog.hiya.com/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools) [![](https://blog.hiya.com/hubfs/icon-x.svg)](https://twitter.com/intent/tweet?url=https://blog.hiya.com/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools&text=Virgin+Media+O2+partners+with+Hiya+to+roll+out+advanced+spam-fighting+tools) [![](https://blog.hiya.com/hubfs/icon-linkedin.svg)](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.hiya.com/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools) ## At a glance ![Virgin Media O2 partners with Hiya to roll out advanced spam-fighting tools](https://blog.hiya.com/hubfs/Vo2.jpeg) We’re thrilled to announce Virgin Media O2, one of the UK’s largest telecommunications companies, selected Hiya to provide its AI-powered spam-fighting and branded calling services to Virgin Media O2 and its mobile virtual network operators (MVNOs) such as giffgaff.  [Read our full announcement here. ](https://www.hiya.com/press-releases/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools-and-services-to-consumer-and-business-customers-in-the-uk) Hiya will provide customers of Virgin Media [O2](https://www.o2.co.uk/) with an additional layer of fraud protection, and will run alongside its existing firewall technology which has prevented more than 89 million spam texts from reaching customers in 2023 alone. Phone spam and fraud are persistent challenges for telco carriers worldwide. In the UK alone, 28% of unknown calls were spam according to [our latest study](https://www.hiya.com/press-releases/report-americans-experience-one-of-the-lowest-rates-of-fraud-in-the-world-despite-climbing-nuisance-calls) –  and nearly 10% of those were fraud calls. “In the fight against fraud, we’re committed to rolling out the latest technology to help keep our customers safe,” said **Murray Mackenzie, Director of Fraud at Virgin Media O2.** “From AI tools to help us block fraudulent calls, to services that help identify callers before a customer has even picked up the phone, our extensive partnership with Hiya will see us continue to improve on our existing measures and give customers’ additional protection from spam and fraudsters.” Spam and fraud-fighting tools, such as [Hiya Protect](https://www.hiya.com/products/protect), and branded calling services, such as [Hiya Connect](https://www.hiya.com/products/connect), can help carriers overcome these issues. Hiya Protect uses Adaptive AI to analyze call number behaviour to determine whether to flag the call as suspected spam or block it as fraud. Hiya Protect users can even build custom detection models using their own data. Hiya Connect allows companies to add identity to their calls with their company name, logo, call purpose and location, so recipients immediately know who is calling and why. “We are proud to provide our spam and fraud protection and branded calling services to Virgin Media O2, a company known for its exceptional service throughout the UK,” said Kush Parikh, President of Hiya. “Carriers around the world are wrestling with how to prevent phone spam and scams, and protect the reputation of business customers. Hiya is doing its part to restore confidence in voice calling by aligning with leaders like Virgin Media O2.” Last year, Virgin Media O2 shared the most common spam text trends to help warn customers what to look out for and avoid following analysis of the tens of millions of malicious and fraudulent text messages blocked from reaching its customers. ‘Hi Mum/Hi Dad’, fake delivery and bank payment text messages topped the list. According to [our latest report](https://www.hiya.com/global-call-threat-report?__hstc=45788219.704ebb1248cc5b1079ac789fac8dcda2.1707804269099.1707804269099.1707804269099.1&__hssc=45788219.1.1707804269099&__hsfp=3857295638), the most common phone scams in the UK include scams impersonating the country’s tax agency, Her Majesty's Revenue and Customs, immigration scams, and Amazon scams. There are also service scams in the UK targeting elder subscribers specifically including energy and pension scams.  We are thrilled to welcome Virgin Media 02 and its customers to the Hiya Network.  [![banner-hiya-reg](https://blog.hiya.com/hubfs/banner-hiya-reg.jpg)](https://www.hiya.com/products/connect/number-registration) ### Latest Articles ⚡️ - Hiya awarded 16 G2 Summer 2026 badges for branded caller ID Lena Prickett Jul. 9, 2026 - How Canada is leading the fight to stop bank scams Stephanie Boulanger Jun. 26, 2026 - How to check phone numbers for spam labels Michelle Wallace Jun. 9, 2026 ## Related articles ![](https://blog.hiya.com/hubfs/rogers-toronto-event-blog-hero.webp) ## [How Canada is leading the fight to stop bank scams](https://blog.hiya.com/how-canada-is-leading-the-fight-to-stop-bank-scams?hsLang=en) Stephanie Boulanger Jun. 26, 2026 ![](https://blog.hiya.com/hubfs/Blog_How-to-check-phone-numbers-for-spam-labels_B.webp) ## [How to check phone numbers for spam labels](https://blog.hiya.com/how-to-check-phone-numbers-for-spam-labels?hsLang=en) Michelle Wallace Jun. 9, 2026 ![](https://blog.hiya.com/hubfs/Hiya%20x%20DNA-blog@2x.webp) ## [Hiya and DNA Finland launch network-level call protection](https://blog.hiya.com/hiya-and-dna-finland-launch-network-level-call-protection?hsLang=en) Stephanie Boulanger Jun. 2, 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" : "Hiya Team", "url" : "https://blog.hiya.com/author/hiya-team" }, "dateModified" : "2024-09-19T20:34:11.047Z", "datePublished" : "2024-02-13T07:00:00.000Z", "headline" : "Virgin Media O2 partners with Hiya to roll out advanced spam-fighting tools", "image" : [ "https://blog.hiya.com/hubfs/Vo2.jpeg" ], "mainEntityOfPage" : { "@id" : "https://blog.hiya.com/virgin-media-o2-partners-with-hiya-to-roll-out-advanced-spam-fighting-tools", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hiya.com/hubfs/hiya-logo-3.svg" }, "name" : "Hiya Inc." } } ```