The 'software' company Hiya has closed a deal with the operator Telefónica to launch "Branded Calls," a service of identified calls that makes it possible for the name of the companies that hire this solution to appear on the screens of the mobile phones of customers connected to the fourth generation mobile network (4G/LTE).
According to the company, "Branded Calls" improves the identification of registered and integrated companies in its platform, helping to legitimize the communications that the user really needs to attend to and allowing calls from key services, such as healthcare centers or logistics companies, to be recognized before answering.
With this technology, the name of the company or institution that has the service is displayed on the phone screen, so that, even if the number is not saved in the customer's contact list, the call will appear identified.
The entire process is carried out automatically and centrally, without the user having to download additional applications or perform any extra management.
The general director of Hiya Spain, Mariano González-Cayuela, has highlighted that, based on the data from the report "State of the Call 2026," 87% of Spaniards choose not to answer when the call comes from an unknown number.
Likewise, he emphasized that, with this integration into the Telefónica network, they are advancing towards the goal of restoring trust in the telephone channel, as companies need to present themselves clearly and citizens demand to know who is on the other end of the line.
Currently, Hiya serves more than 550 million users worldwide and analyzes around 173 million calls monthly in Spain through this 'software'.
With the incorporation of Telefónica's customer base into "Branded Calls," three out of four calls directed to mobile users will be able to show, from now on, the identity of the company making the communication.