--- title: Voice security still a major concern for consumers & professionals description: Hiya’s State of the Call report shows that phone spam and fraud make consumers wary of answering calls, while businesses fail to identify who is calling. image: https://blog.hiya.com/hubfs/Blog_GCTR-Q1-2025-Trend02_B@2x.webp --- [![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. 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[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) - [Survey finds that voice security remains a major concern](https://blog.hiya.com/voice-security-still-a-major-concern-for-consumers-professionals) [Branded Call](https://blog.hiya.com/tag/branded-call) [Call Labeling](https://blog.hiya.com/tag/call-labeling) # Survey finds that voice security remains a major concern [Hiya Team](https://blog.hiya.com/author/hiya-team) Oct. 30, 2025 [![](https://blog.hiya.com/hubfs/icon-fb.svg)](https://www.facebook.com/sharer/sharer.php?u=https://blog.hiya.com/voice-security-still-a-major-concern-for-consumers-professionals) [![](https://blog.hiya.com/hubfs/icon-x.svg)](https://twitter.com/intent/tweet?url=https://blog.hiya.com/voice-security-still-a-major-concern-for-consumers-professionals&text=Survey+finds+that+voice+security+remains+a+major+concern) [![](https://blog.hiya.com/hubfs/icon-linkedin.svg)](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.hiya.com/voice-security-still-a-major-concern-for-consumers-professionals) ## At a glance ![A concerned looking young woman on a mobile phone holding a credit card](https://blog.hiya.com/hubfs/Blog_GCTR-Q1-2025-Trend02_B@2x.webp) Consumers prefer voice calls over email and text messages for their most important communications — such as dealing with healthcare and finance professionals. Yet, consumers and businesses struggle to connect. Why? The answer can be found in Hiya’s [State of the Call 2025 report](https://www.hiya.com/state-of-the-call), 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. ## Consumers are wary of fraudulent calls ![Chart showing that consumers usually do not answer unidentified calls](https://blog.hiya.com/hs-fs/hubfs/Blog_GCTR-Q1-2025-Trend02_C@2x.webp?width=358&height=397&name=Blog_GCTR-Q1-2025-Trend02_C@2x.webp)For consumers, the main challenge in connecting with businesses is unwanted calls — such as fraud, nuisance, and any other voice messages they didn’t ask for or don’t want. A majority of consumers report receiving 8 unwanted calls per week. This represents an increase from 2024, when the average consumer received 4.8 unwanted calls weekly. Consumers also report that phone spam is getting worse, with a majority indicating that they have received “a lot more” spam calls in the past 12 months. ## Businesses can’t get their customers to answer the phone The challenges consumers face surrounding voice security center in large part on unidentified calls. This trend dovetails with a challenge reported by businesses in the survey, which often struggle to reach customers because employees’ outbound calls are delivered in ways that make consumers less likely to answer: [![3 pie charts showing business professionals have experienced spam, fraud, and spoofed calls at +25% to their business numbers](https://blog.hiya.com/hs-fs/hubfs/Blog_GCTR-Q1-2025-Trend02_D@2x.webp?width=324&height=348&name=Blog_GCTR-Q1-2025-Trend02_D@2x.webp)Call spoofing](https://blog.hiya.com/spoofing-cell-phone-numbers?hsLang=en) risks present an especially acute challenge for IT security professionals. 93 percent say they are concerned about bad actors impersonating their business to scam consumers. The bottom line: Consumers and businesses want to use voice, but they often feel that they cannot trust it. ## How businesses can connect with their customers What can businesses do to get their customers and prospects to answer their phones? They can identify themselves using [branded caller ID](https://www.hiya.com/products/connect/branded-call). Branded caller ID is a technology that enables businesses to display their business name, logo, and even reason for the call on the recipient’s mobile device. Branded caller ID even provides protection against fraudsters who would spoof a company’s name or phone number to make their scams more believable. [Learn more about Hiya’s branded caller ID](https://www.hiya.com/products/connect/branded-call). [![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" : "2025-10-30T15:00:02.631Z", "datePublished" : "2025-10-30T15:00:02.000Z", "headline" : "Voice security still a major concern for consumers & professionals", "image" : [ "https://blog.hiya.com/hubfs/Blog_GCTR-Q1-2025-Trend02_B@2x.webp" ], "mainEntityOfPage" : { "@id" : "https://blog.hiya.com/voice-security-still-a-major-concern-for-consumers-professionals", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hiya.com/hubfs/hiya-logo-3.svg" }, "name" : "Hiya Inc." } } ```