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Stay fraud-free: O2’s new caller ID tech protects you from fraud.


Millions of O2 customers will soon benefit from a new feature called Brand ID, designed to give more confidence and assurance about who is calling.

This free service will help reduce the number of calls from unknown numbers by providing details of the calling organization.

An example of a BRAND ID on a phone screen

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How does Brand ID work?

Powered by Haya, the leader in voice protection, Brand ID aims to give consumers greater peace of mind when answering calls.

This technology acts as an anti-fraud filter, revealing caller information only after the company has verified its identity.

Does anyone else bother to answer the phone because it’s a scammer from “02” offering 30% off?! But then, I got a real call from a provider the other day, but I was very careful about giving them any information, because I’m used to them being sneaky.

It’s definitely not just me. This feature is really handy Humble research shows that almost half (46%) of unknown calls are ignored, and 92% of people suspect that these calls are fraudulent.

Rolling out the feature

Brand ID will be rolled out automatically to millions of O2 pay-per-month and business customers over the coming months, starting with those using Android smartphones.

The technology will also be available to mobile operators that use O2’s network, such as Tesco Mobile.

So far, around 150 UK businesses, including major banks and insurers, have signed up to the service.

They are free.

With scammers using new tech and tactics, it’s getting harder to detect nuisance and fraudulent calls.

To protect your time, money and peace of mind, O2 is introducing these services. At no extra cost:

  • Brand ID: Displays the name of the actual business calling you on your screen, helping you identify legitimate calls.
  • Call Defense: Checks phone numbers to let you know if the call might be a scam or spam. This feature allows you to decide whether to reply.

If you’re on a pay-monthly Custom plan, SIM-only plan, or O2 Business, you’ll start seeing Brand ID labeling from June 2024 if you use an Android smartphone and from September 2024 if you use an Apple smartphone. Use a smartphone.

Although not all calls will be labeled, these features will significantly reduce the risk of dropping scam calls.

Murray Mackenzie, director of fraud at Virgin Media O2, said:

“As part of our relentless efforts to stop scammers, we are introducing next-generation Caller ID to provide our customers with reliable information about who is calling before they pick up the phone. By giving them confidence in who is calling and why, customers will be better able to spot fraudulent call attempts and ensure they are only talking to those people and organizations. are what they want.

HIA President Kush Parikh added:

“O2 is leading the way in bringing value to the mobile phone call experience. Offering a free anti-scam solution is the response that every carrier in Europe must take, as it is the only way to ensure that all subscribers have coverage. We are proud to partner with O2 for call protection and branded calling across the UK.

Real life benefits

When you get a call from your bank to discuss a recent transaction with Brand ID, you can see before you answer that the call is really from your bank.

This helps you avoid scam calls that might otherwise trick you into divulging personal information.

You’ll see the caller’s name or logo on your screen, adding an extra layer of security and reassurance.

O2’s ongoing commitment to fraud protection

The new tool is part of O2’s investment in recent years to protect customers from fraud.

Their AI-powered spam text detection technology prevented more than 89 million fake texts from reaching users in 2023 alone.

Later this year, O2 Mobile will also introduce Call Defense, another free AI-powered tool to help protect customers from fraud.

Hiya’s adaptive AI system will analyze call behavior to determine whether a call is a scam or spam and label it accordingly.

Tips to stay safe from scam calls

  • Do not share personal information: Be careful about sharing personal details over the phone, especially if you haven’t initiated the call.
  • Use call blocking features: Take advantage of the call blocking and identification features provided by your mobile carrier.
  • Report suspicious calls and texts: Send scam texts to 7726 (with SPAM) to help O2. Investigate and block fraudsters..
Phone keypad showing 7762 indicates SPAM.Phone keypad showing 7762 indicates SPAM.

Telephone Priority Services (TPS)

Receiving lots of unwanted calls and texts can be annoying and irritating. Register your mobile number with TPS to reduce unwanted sales and marketing calls. Text TPS with your email address to 85095. Register online.

If you still receive a call after 28 days, file a complaint with TPS or email nuisance@telefonica.com with your mobile number and the number(s) that called you, and we’ll notify the regulators. will do

Missed calls

If you receive a missed call from a number you don’t know, think twice before calling back, as you may be charged. Report these calls to nuisance@telefonica.com.

Spam texts

Forward spam texts to 7726. O2 will report them to the Information Commissioner’s Office (ICO). If calls or texts result in fraudulent activity, report the experience. Action Fraud.

Malicious calls and texts

Malicious, abusive or threatening calls are a criminal offence. Call 999 if you think the danger is real and immediate.

For less urgent threats, contact your local police station on 101. The police may advise you to contact us to trace the calls. If necessary, email malicious@telefonica.com with details.

If you want to change your mobile number, contact O2 for help. For more tips, check out Ofcom Guide On dealing with malicious calls.

Read next:

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I keep getting calls from numbers like mine – what’s going on?

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