In 2025 alone, around six million spam calls were recorded in Germany — and the trend is rising. As a result, many people no longer answer calls from unknown numbers. What serves as self-protection is increasinglybecoming a challenge for companies that need to reliably reach their customers.

This is exactly where Hiya comes in. As a global leader in trusted voice solutions, the company uses AI-powered technologies for caller identification, brand communication, and security. Hiya analyzes billions of calls everyyear to make telephony more transparent and secure. With solutions like “Branded Calls,” businesses can display their identity directly on the screen, build trust, and significantly increase the likelihood that important callsare actually answered.

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The collaboration between Hiya, Wayra, and O2 Telefónica evolved step by step from an initial B2P project into a strategic B2X approach. Since joining the Wayra portfolio in 2022, Hiya has been continuously supported and strategically developed. Wayra played a central role by fostering close collaboration with O2 Telefónica, identifying market potential, and evaluating concrete use cases.

Through this structured approach, the “Branded Calls” solution was first established in the B2P environment and then successfully expanded into additional areas such as CSS and B2B. At the same time, the solution was further refined both technically and strategically to unlock additional applications within the company.

Today, further integration into the B2C environment is in the decision phase. This case exemplifies how Wayra not only initiates innovation but also actively scales it through strong ecosystem connections, strategicdevelopment, and hands-on operational support across multiple business areas.

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