Virgin Media O2 to roll out AI-powered tools to combat fraud and spam calls

13 February 2024 , 09:38

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Virgin Media O2 says new AI tools will help combat spam calls (Image: PA Wire/PA Images)

Virgin Media O2 is set to introduce new AI-powered tools to help its mobile customers fight against fraud and spam calls.

The telecoms giant has teamed up with voice security firm Hiya to launch spam-fighting tools, along with a new caller identification system. This service, named Hiya Protect, uses artificial intelligence to analyse phone number behaviour and decide whether to flag a call as suspected spam or block it as fraud.

Virgin Media O2 says this will stop such calls from even reaching their customers' phones. These new tools will be available to all customers and will be accompanied by Hiya's Connect caller ID system.

This allows companies to add their details to a call, including their name, logo, reason for calling and location, helping customers quickly understand who's calling and why. "In the fight against fraud, we're committed to rolling out the latest technology to help keep our customers safe," said Murray Mackenzie, Virgin Media O2's director of fraud.

The telecom company has stopped over 89 million spam texts with AI this year. Virgin Media O2 tells everyone to send suspicious texts to 7726 without any cost. Hiya's boss Kush Parikh said: "We are proud to provide our spam and fraud solution and branded calling service to Virgin Media O2, a company known for its exceptional service throughout the UK."

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He added: "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."

Lawrence Matheson