Vodafone has gone live with a nuisance call blocking technology across its network in a bid to stop customers being bombarded with annoying, irrelevant and even fraudulent calls.
Nuisance calls offering everything from PPI compensation to non-existent car accident claims are a well-known annoyance that can't be stopped by asking to have numbers removed from databases.
Vodafone previously just prevented customers ringing back fraudulent numbers, as this can often lead to huge bills, but has now stopped customers getting the calls in the first place.
The call blocking technology at the network level stops the calls before they reach the customer's handset. Customers will not need to do anything and will not notice anything different now that the service is live.
Vodafone tested the system for some time and blocked 425,000 calls on one day alone during trials. The firm admitted that some calls may still get through, but said that the vast majority should now be blocked.
Furthermore, those behind the scams stopped trying when they realised that the calls were not being placed, which Vodafone said underlined just how successful the technology has been.
Mark Hughes, head of corporate security at Vodafone UK, explained that tackling the nuisance calls was a key move to protect customers.
“Fraudulent calls are a scourge on society, inflicting great anxiety for victims. The protection of our customers is paramount and we have invested heavily in our network and technology to help stamp out this practice,” he said.
“We will continue to evolve the technology as well as work with industry bodies and the regulator to ensure we keep one step ahead of criminals.”
V3 contacted Three, O2 and EE to ask whether they are testing or planning to roll out similar technology, but had received no reply at the time of publication.
Vodafone's move comes amid wider industry action against the plague of scammers, including sizeable fines issued by the Information Commissioner's Office to firms running spam marketing campaigns.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago