DNA Finland turns on Hiya's network-level call protection, consumer and business at once

DNA, the Finnish operator in the Telenor Group, has launched Hiya Protect for both consumer and business subscribers under the local brand DNA Numerovahti — “number guardian.” Calls are analyzed at the network level via a synchronous API and labeled on the device (“Suspected Spam,” “Potential Fraud”) with no app download; the service ships bundled into DNA’s Huoleton Plus consumer tier and Business Varma enterprise subscriptions.

This is the latest stop in Hiya’s methodical European carrier-by-carrier rollout — Telenor Norway, Deutsche Telekom, Vodafone, O2 Telefónica, Telenor Sweden just last week, and the Free France branded-calling launch covered here in May. The distinctive bit is the simultaneous consumer-and-enterprise switch-on: most operators protect consumers first and let business customers wait. DNA’s framing — Mari Eklund notes spam calls “cost businesses real money in missed connections and eroded trust” — treats the enterprise side as a first-class problem, which it is, since the businesses being impersonated lose answer rates even when no fraud completes.

The supporting statistics deserve the usual source-incentive discount. The 62%-say-spam-got-worse and one-in-three-received-a-deepfake-call figures come from Hiya’s own 2026 State of the Call survey — the vendor measuring the problem its product solves — and the “four in ten consumers considered switching operators over spam” number is precision-aimed at carrier procurement teams. None of that makes the figures wrong, but they’ll be worth cross-referencing against Truecaller’s and TNS’s datasets when the synthesis comes around. Hiya CEO Alex Algard’s quote — what DNA is doing “is what every Mobile Network Operator should be doing” — is, of course, exactly what the CEO of every MNO’s prospective vendor would say. The deployments are real, though, and the map of European networks with native call protection keeps filling in.