Observed Signal · May 28, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Hiya Powers Telenor Sweden’s Nummerkoll Call Protection
Hiya announced that Telenor Sweden has deployed Hiya Protect across its consumer mobile network to power a new network-level call protection service branded as Nummerkoll. The service identifies and labels suspicious incoming calls in real time on-device without requiring users to download an app; subscribers can decide whether to answer flagged calls or opt out. Hiya cites findings from its 2026 State of the Call report — a survey of more than 12,000 consumers across six countries — reporting rising concern about phone spam and AI deepfake voice calls. Hiya CEO Alex Algard is quoted praising Telenor Sweden’s commitment to treating call protection as a core service.
Deployment shows telecom operators adopting network-level AI call protection, which affects customer experience and trust; relevant but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Telenor Sweden has deployed Hiya Protect across its consumer mobile network.
- The network-level service is branded by Telenor Sweden as "Nummerkoll."
- Nummerkoll automatically identifies and labels suspicious incoming calls in real time and requires no app download or setup.
- Hiya's 2026 State of the Call report surveyed over 12,000 consumers in six countries and found 62% believe phone spam got worse and one in three reported receiving an AI deepfake voice call in the past year.
- Subscribers can opt out of Nummerkoll or choose whether to answer calls flagged by the service.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
One in Four Americans Targeted by Deepfake Voice Calls
Hiya published its State of the Call 2026 report based on a survey of more than 12,000 consumers across the US, UK, Canada, France, Germany and Spain, finding that AI-generated deepfake voice calls have become widespread and are eroding trust in mobile networks. In the U.S., one in four Americans report receiving a deepfake voice call in the past 12 months and nearly half either encountered such fraud or cannot distinguish it from real calls. Consumers report rising volumes of unwanted calls (9.9 per week in the U.S.), strong support for stricter regulation (72%), and expectations that carriers bear financial responsibility for scam losses (67% of Americans). Hiya warns this trend creates churn risk for operators (38% say they would switch providers if unprotected) and calls for embedding AI-based authentication into telecom infrastructure.
Smartphone Features to Block Spam Calls
Monthly investigations show hundreds of thousands of spam calls; Clever Dialer recorded more than 585,000 spam calls in April 2026. Smartphone vendors and third-party apps offer multiple protections: Google is rolling out an Android feature that verifies incoming calls from supported banks by communicating with the device's installed banking app to detect spoofing (initial partners: Revolut, Itaú, Nubank). Samsung devices include a "Smart Call" feature that flags and lets users block or report suspicious numbers. Pixel phones offer a Call Screen / Call Filter assistant that can answer and transcribe suspicious calls; in the US this can be automatic, while in Germany it is manually enabled. Apple provides call identification, an Anruffilter (call filter) assistant and options to silence unknown numbers. Third‑party apps mentioned include Clever Dialer and Tellows, which rely on community reports to mark spam numbers.
Truecaller Empowers Families to Fight Scammers Together
Truecaller launched a family‑group feature that lets one person become an admin to get alerts about fraud calls received by other group members and remotely end calls on their behalf. The feature — free and supporting groups of up to five members — was piloted in December in countries including Sweden, Chile, Malaysia and Kenya and is now rolling out worldwide, including India. Admins receive fraud alerts for iOS and Android members but can only terminate calls for Android users; Android members may grant additional real‑time permissions (movement, battery, sound). Truecaller is exploring AI to classify and auto‑disconnect scam calls. The company said it has more than 450 million users and identified 7.7 billion fraud calls last year, but faces financial headwinds after Q4 2025 profit and ad‑revenue declines.
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