Hiya’s annual industry report

State of the Call 2025

80% of unidentified calls now go unanswered.

Billions lost in connections, deals, and trust. Hiya’s State of the Call 2025 is the benchmark for what’s happening in voice today—and what you can do about it. If calls drive your business, this is your playbook to protect revenue and stay ahead.

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Where we sourced our data

12K+

Consumers

1.8K+

Business employees

600+

IT and security leaders

262.8B

Calls analyzed

Voice channel is key

When privacy matters voice communication is critical

Consumers greatly prefer the voice channel to handle discussions involving private information. For certain domains and industries the desire for voice communication increased.

80%

of unidentified calls now go unanswered

* Source: Hiya State of the Call 2025.

AI threats worry consumers

New AI threats shake consumer confidence in the voice channel

Now, with AI allowing the swift creation of deepfakes and more, consumers' concerns are rising with each unknown call. Leading to almost half, 48%, of consumers never answering unidentified calls.

The rise of deepfakes are costly

As technology advances and becomes easier to use, people rightly fear increases in scam calls using AI. Hiya has found calls using AI-generated voices are more likely to be fraud.

Scammed by deepfakes

Consumers' concerns of the rising deepfake threats are valid. Over 40% who experienced a deepfake call were scammed as a result.

Workers also threatened

Workers are increasingly experiencing deepfake threats through voice calls, resulting in real monetary losses.

AI voice scams increasing

Through deep analysis of over 8,000 calls, Hiya found that 1 in 4 spam calls in the US are using AI-generated voices.

Hiya’s annual industry report

Download Hiya’s State of the Call 2025

Dig deeper into the data and trends outlined above, and learn what you and your business can do to get protection and improve the voice channel.