DNA adds network-level spam labelling to calls

DNA has deployed Hiya's network-level call protection platform in Finland. The service identifies suspected spam and fraud calls in real time using network signalling data and crowd-sourced intelligence. The deployment covers both consumer and enterprise subscribers and reflects increasing operator investment in voice security.

• Service labels suspicious calls in real time without requiring app downloads
• Network-level blocking covers consumer and enterprise subscribers at signalling layer

The fact

Finnish operator DNA, part of Telenor Group, deploys a network-level call protection service with US voice security company Hiya. Branded DNA Numerovahti, the service analyses incoming calls in real time using network signalling data and crowd-sourced intelligence. Suspicious calls are labelled "Suspected Spam" or "Potential Fraud". The service requires no app download, offers opt-out, and is available for consumer and enterprise subscribers.

The Assessment

By embedding call protection at the network layer, DNA turns fraud defence into an integrated service rather than an optional app download. For BTW readers, the signal is that operators with access to signalling-layer data can differentiate through network-native security, something app-based competitors cannot replicate. Voice fraud and AI-generated impersonation are pushing operators to treat call trust as a retention tool, not just a consumer nuisance.

What to Watch

Whether other European operators adopt network-level call labelling as voice security becomes a differentiator for premium mobile service bundles.