Network-level branded calling will now reach nearly all German mobile subscribers, restoring trust and improving business connection rates
Hiya has launched branded calling with O2 Telefónica, marking a major expansion of trusted caller identity across Germany. With this launch, Hiya is set to reach more than 90% of Germany’s mobile subscribers, representing over 80 million people.
What is Branded Calling?
Branded calling is a smartphone feature that displays a number of fields on the screen that enables the user to identify the caller. Often the information displayed is a business’s verified name, logo, and purpose of the call on a recipient’s mobile screen, even if the number is not saved in their contacts.
Branded calling can boost trust, and it can help to prevent fraud by identifying legitimate calls, such as delivery updates, appointments, or bank alerts. Recent studies have demonstrated it can improve answer rates.
Legitimate Calls
With branded calling now live on O2 Telefónica’s network, legitimate business calls are delivered to customers with verified caller names instead of an unknown number on the display. The service is automatically enabled across all O2 Telefónica brands, such as O2 and Blau, as well as all O2 Telefónica partner brands.
The collaboration with Hiya reflects O2 Telefónica’s broader commitment to open innovation through Wayra Germany, its Munich-based innovation hub and corporate accelerator.
Pia von Houwald, Director B2P Digital Processes & Services at O2 Telefónica, comments:
“With the introduction of branded calls, we are finally creating clarity for our customers. They see the verified name of a company and can immediately tell whether a call might be important. Thanks to our successful collaboration with Hiya, we are jointly setting a new standard for secure and transparent telephony for O2 Telefónica customers, which also supports businesses.”
German Market: 80 million+ population
Germany is the largest market in the European Union, with more than 80 million inhabitants, yet, according to Hiya and O2 Telefónica research, it also shows some of Europe’s lowest answer rates for unknown calls as skepticism around phone calls continues to rise.
Branded calling addresses this challenge by giving people immediate clarity about who is calling and why, helping them decide what’s worth answering in the moment.
Branded calling has now been automatically enabled for all O2 Telefónica subscribers.
For businesses, branded calling can have a positive impact
As answer rates decline and retry costs increase, branded calling helps legitimate enterprises stand out instead of getting screened out by default. By displaying a verified business name on incoming calls, branded calling enables companies to reach customers more reliably, reduce repeat call attempts, and improve operational efficiency.
Alex Algard, CEO and founder of Hiya, comments
“We’ve all felt that instant hesitation when the phone rings, and we don’t recognize the number. A phone call should be about connection, not a guessing game. With O2 Telefónica, we’re replacing that uncertainty with trust, helping German consumers see exactly who is calling while giving businesses a way to connect with the customers they serve. Businesses using Hiya Branded Call see up to 50% higher answer rates, helping ensure businesses who rely on voice communication are connecting when it matters.
