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, 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.
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.
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:
What can businesses do to get their customers and prospects to answer their phones? They can identify themselves using branded caller ID.
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.