What impact will Ofcom’s new requirement on phone companies blocking calls from abroad which imitate UK numbers have on the UK IT and telecoms channel?
Channel partners specialising in security solutions, particularly those that focus on call authentication and anti-spoofing technologies, could see an increase in demand. This presents an opportunity for resellers, system integrators and MSPs to expand their portfolios and offer solutions that block scam calls more effectively.
With Ofcom’s new regulations in place, there will be a need for training and support services to help telecom providers and businesses implement and manage these necessary technologies - opening up additional revenue opportunities for channel partners.
What percentage of calls fall into this category?
Fraud from spoof calling is a growing problem. The Guardian reported that criminals stole £1.17 billion through unauthorised and authorised fraud in the UK in 2023, with much of it initiated through spoofed number phone calls.
Research indicates that 28 per cent of all unknown calls are fraud or spam, leading consumers to spend an average of nine minutes each week (over 7.6 hours per year) screening unwanted calls.
BT has reported blocking up to one million calls per day from entering its network within the first month of implementing Ofcom’s measures, highlighting the vast number of international spam calls occurring.
How does your security work to identify spam or fraudulent calls and flag it to the recipient?
With the Hiya Voice Security Platform, every call is analysed in real-time using adaptive AI spam protection. This advanced technology continuously adapts to and counters the latest threats, ensuring robust defence against evolving spam tactics. Hiya's platform enables users to detect threats across 15 different categories of spam calls, such as robocalls, telemarketing scams and phishing attempts.
Once a threat is identified, it is promptly flagged to the recipient, who is then notified of the potential risk. The user can choose to automatically block these calls, providing a proactive layer of security. This immediate notification and the option to autoblock empowers users to effectively manage unwanted and potentially harmful calls, significantly reducing the risk of falling victim to phone fraud and enhancing their overall call experience.
How can phone companies ensure that they adhere to Ofcom’s new spam calling guidance?
Other companies can follow in the footsteps of BT/EE, which is also proactively adhering to Ofcom’s guidance by using Hiya technology. The operator also employs AI firewall technology to review international calls and 3,000 security specialists to work to keep customers safe from cyber-attacks.
BT isn’t the only company in the UK using this kind of technology; Virgin Media O2 has also rolled out spam fighting tools, powered by Hiya, to help its customers to identify spam calls.
Ofcom has published a ‘Call for Input’ for other technology and solutions that can prevent international scam calls from abroad, so the industry will likely see other guidance soon on how to prevent this type of fraudulent activity.
What role is AI playing in tackling spam and fraud, including AI-generated calls?
Already we are starting to see service providers fight AI with AI, introducing AI-powered technology to block fraudulent and spam calls and ensure that legitimate calls are being answered.
Increasingly, AI technology is being deployed to recognise the underlying patterns in fraud or scam calls. This includes the originating carrier, the callers’ reputation based on past user complaints, the country where the call originated and if the network signature indicates a scam risk. It can then proactively block a call, without human interaction.
How will this impact businesses across the UK?
Ofcom’s new guidance will help ensure that legitimate businesses themselves don’t get scammed by international numbers. They should also look to register their numbers with a service provider such as BT/EE and Virgin Media O2, so that they can be flagged as legitimate calls to their customers and prospects.
This guidance should give consumers more confidence to pick up the phone when businesses call, helping to drive more effective communication and engagement. By reducing the risk of fraudulent calls and enhancing trust in the caller identification process, both businesses and consumers can benefit from smoother interactions and improved customer relationships. Ultimately, this can lead to increased customer satisfaction and potentially higher business growth as trust in phone communications is restored.
How will this technology evolve over the next 12 months? What new use cases is it likely to be applied to?
Over the next 12 months, AI-powered voice recognition technology will evolve to better understand and respond to individual users' unique commands or requests. We’ll also see AI-powered voice tools activate voice assistants to answer calls, take and transcribe messages to ensure they action the necessary response required from the caller. These virtual assistants will be able to seamlessly process vast amounts of information to ensure reliable and consistent outcomes.