Press Release
Virgin Media O2 has reached a major milestone in its fight against fraudsters, after using AI to successfully label more than 1 billion suspected scam and spam calls to O2 customers. The warnings show up on customers’ phone screens before they’ve even picked up the call.
Known as Call Defence, the free service in partnership with Hiya, a global leader in trusted voice solutions, kicks in whenever a customer receives a call from an unknown number. It uses Adaptive AI to analyse phone number behaviour and considers a wide range of data points in real-time to determine whether it could be a scam or spam call.
If the call is deemed risky, customers are warned with a clear label on their phone screen. It acts as an early warning system which empowers customers by giving them the information they need to choose whether to answer the phone. Alongside labelling suspicious calls, the technology also blocks known fraudulent calls.
O2 first launched the service for its customers in November 2024, and today around 70 million calls every month are being labelled as suspected scam or spam. This is a significant increase since a year ago as more customers have unlocked the free benefit through device and software upgrades.
The technology is helping customers stay safe. Calls labelled as “suspected scam” are answered 42% less often and last 89% less time than unflagged calls.
Murray Mackenzie, Director of Fraud Prevention at Virgin Media O2, said: “At Virgin Media O2, customers are our top priority, and we’re investing heavily to keep them safe from scams and ensure we’re a network they can rely on. This includes using the latest AI technology for good, to proactively stop fraudsters from getting to our customers.
“Having warned our customers about more than 1 billion calls, and prevented more than 1 billion dodgy messages from ever reaching them, today marks another milestone in our fight against fraudsters. With scammers stopping at nothing – impersonating well‑known brands and government departments – to earn victims’ trust, it’s never been more important to stay vigilant and report suspicious activity to 7726.”
Alex Algard, CEO and Founder of Hiya said: “We’ve all experienced that moment of doubt when an unknown number appears on our screen. A phone call should create connection, not anxiety. By working with Virgin Media O2 to label 1 billion suspected scam calls in real time, we’re giving customers clarity before they ever pick up. When customers are warned in real time, scammers lose their advantage.”
Top Scam Calls in January 2026
New data from Virgin Media O2 and Hiya provides insights into the companies most often being impersonated and methods used by scammers to target victims over the phone:
- Amazon: Scammers impersonate Amazon customer support, claiming there’s an issue with an order or a fraudulent purchase. Their goal is to trick victims into providing account credentials or credit card information, often by urging them to verify details or resolve a fake problem
- HMRC: Both live and prerecorded robocalls threatening legal action for unpaid taxes.
- Banking: A fraudster phones a potential victim claiming to be from their bank’s fraud team, security team or customer service. Their goal is to trick them into handing over sensitive information, granting access to their accounts or transferring money to them ‘to keep it safe’.
- Payment services – VISA: Scammers claim there’s a fraudulent charge or an issue processing a payment. Their goal is to trick victims into providing credit card information under the guise of resolving the problem. This type of scam is especially common during the holiday season when people are making frequent purchases and may be more likely to believe an urgent payment-related alert.
- Insurance: Scammers impersonate insurance providers, claiming policy issues, missed payments or a new claim that requires urgent action. Their objective is to pressure victims into sharing personal details or payment information.
With scammers using increasingly realistic tactics, and even harnessing new technologies themselves, Virgin Media O2 is calling on Brits to remain vigilant regarding unexpected calls and report suspected scams to 7726.
These reports are used by the telecoms company to investigate and block mobile numbers used by fraudsters, and also help it to help refine its blocking services, making it easier to identify new trends and block messages faster.
O2 has blocked more than 1 billion scam messages to date, in part thanks to reports to 7726.
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