Spam calls have become a constant background noise in daily life: unknown numbers ringing at all hours, automated messages, aggressive offers, and unsolicited commercials. Despite legal changes and the filters now built into many mobile phones, millions of users continue to receive unwanted phone calls every month.
In that context, many people's instinctive reaction is simple: pick up the phone, check that it's an advertisement, and hang up immediately . However, the way they respond—or hang up—can have the exact opposite effect. Today, many of these calls no longer depend on a person on the other end, but on automated systems that record every gesture and turn it into data.
The underlying problem is that these calls are no longer handled by a human agent interpreting tone of voice or anger, but by platforms that manage massive volumes of numbers and behavioral patterns. For these systems, what matters is not whether the user is upset, but whether the number is answered, how long the call lasts, and what verbal response is obtained, however minimal.
When someone answers and hangs up within seconds, the system doesn't interpret it as "I'm not interested ." It registers that the number exists, is operational, and that the user is answering. In practice, this behavior can label the phone number as an "active" contact, valuable for future marketing campaigns or even for databases that are resold to third parties.
That's why many people feel that the faster they hang up on spam calls, the more they end up receiving . This human expression of frustration doesn't translate into rejection by the algorithm; it simply reflects that, on the other end, there's almost always someone who answers, even if it's just to end the conversation.
How the new automated calls work
A growing proportion of spam calls is handled by automated systems and artificial intelligence . These platforms launch thousands of calls in seconds, detect if someone answers, distinguish between silence, a human response, or voicemail, and make decisions based on those initial moments.
If the user answers but there's no clear interaction—for example, they hang up right after saying "hello" or don't speak at all— the call is usually classified as "interrupted" or "not completed ." For the system, this isn't a rejection, but rather a sign that it might be worth trying again later, perhaps at a different time of day or from a different area code.
However, when there's a brief, direct response like "no thanks, I'm not interested," followed by hanging up, the behavior changes. In many models, this sequence is processed as an explicit refusal, and the number may be marked with lower priority for future campaigns or even excluded from certain lists, although there's no absolute guarantee.
This explains why some experts recommend avoiding both arguments and tense silences . The key is not to prolong the call, but to make it clear in a few seconds that there is no commercial interest, without offering additional information, and then block the number if the device allows it.
Meanwhile, mobile phone manufacturers and operators are refining their own filters: marking a call as unwanted helps train these systems , which learn to recognize patterns of numbers, prefixes and suspicious behaviors to stop future similar communications.
A risk that goes beyond mere annoyance
Beyond the daily annoyance, unwanted sales calls carry a risky element that worries consumer authorities . Not all of them are fraudulent attempts, but many phone scams begin the same way: by verifying which numbers answer, for how long, and what kind of responses users give.
The number only needs to be answered for a few seconds to be validated as an active line . From there, that information can circulate through multiple databases, end up in the hands of highly aggressive telemarketing companies, or even become integrated into criminal networks specializing in more complex scams.
The risks are varied: from intensive use of personal data for ongoing marketing campaigns to identity theft, unwanted service subscriptions, and financial fraud . In fact, many contracts are closed over the phone by exploiting the user's sense of urgency and trust in the brand claiming to be calling.
That's why consumer organizations recommend being very careful about what you say and what you don't say during an unexpected call . You should never give out full names, addresses, bank details, verification codes, or other sensitive information, even if the caller claims to be from your bank, electricity company, or regular phone provider.
A simple response like “I don’t want to receive marketing calls, please remove my information from your list” is usually enough to register your refusal. Afterward, it’s advisable to hang up, block the number, and, if possible, report the call through your phone’s settings or your carrier’s reporting system to help improve detection mechanisms.
The scale of the problem in Spain
In Spain, spam calls are among the top complaints from telecommunications users . Data from specialized reports indicate that more than half of the calls received by citizens from unknown numbers are unwelcome.
According to Hiya's Global Threat Calls Report , published in 2025, 56% of calls from unidentified senders in Spain are considered unwanted . On average, each person receives around 15 such calls per month , a figure high enough to affect the daily lives and sense of security of many users.
The increase in telephone spam is linked, among other factors, to the sophistication of solicitation and fraud techniques , the trafficking of personal databases, and the widespread use of automated dialing systems. Furthermore, companies frequently use subcontractors and external call centers , making it difficult to identify who is truly behind the most aggressive campaigns.
Consumer authorities and organizations insist that, without a clear and effective sanctions regime , many companies will continue to find loopholes to maintain this sales model. Even when legislation prohibits certain practices, experience shows that companies tend to explore the limits of the law if there are no significant economic consequences.
Meanwhile, the culture of haste and "today only" offers leads many users to accept terms and conditions over the phone without having read them carefully . This behavior, combined with the economic value of personal data, fuels a market in which cold calling remains a highly profitable tool.
What does the law say about business calls?
To address this situation, Spain has strengthened its legal framework regulating unsolicited commercial communications in recent years . One of the key regulations is the 2023 General Telecommunications Law , which introduced a ban on making commercial calls without the user's prior and explicit consent.
This law also recognizes the right of individuals to object to receiving these types of communications , which, in theory, should significantly reduce the volume of unwanted calls. However, the reality is that a significant portion of the industry has continued to resort to highly aggressive strategies, relying on flexible interpretations of "legitimate interest" or on outdated consent forms included in unclear contracts.
To strengthen that protection, Congress recently passed the Customer Service Act (CSA) , which introduces new obligations for companies in sectors considered essential, such as energy, telecommunications, transport, water, and funeral services.
One of the most significant changes is that companies will have to use a specific telephone prefix for all their business calls , different from the one they use for traditional customer service. Furthermore, they will not be allowed to share phone numbers between the two uses, making it easier to distinguish at a glance whether it's a customer service call or a sales offer.
The regulation also requires operators to automatically block any advertising calls that do not originate from these authorized prefixes . Therefore, if a campaign attempts to circumvent the regulation by using unauthorized numbers, operators should prevent the call from reaching the end user.
Another significant change is the reform of Article 62 of the General Law for the Defense of Consumers and Users . From now on, contracts resulting from calls made without express consent may be declared null and void if the rules on unsolicited communications have been violated. Valid consent is presumed to be absent if it has not been explicitly granted or renewed within the previous two years.
The Spanish Consumers and Users Organization (OCU) considers the Customer Service System (SAC) a significant step forward, but warns that it will not put an end to telephone spam . Its representative in the Basque Country, Kepa Loizaga, points out that many large companies rely on subcontractors, which introduces a layer of opacity and complicates the process of assigning responsibility when abusive practices occur.
Why they keep calling: data, permissions, and fine print
One of the reasons spam calls persist despite bans is related to the permissions users unwittingly grant. Many contracts and online forms contain fine print clauses authorizing the sending of marketing offers, the sharing of data with third parties, or the use of so-called "legitimate interest" to maintain contact even after a service has been canceled.
This network of cross-consents allows companies to have very detailed information about what services we have contracted (electricity, gas, telephone, insurance, etc.) and to address us by name, offering seemingly very personalized changes and improvements.
Furthermore, the concept of "prior consent" allows users, when signing a contract or checking a box on a website, to accept communications from both the main company and other affiliated or partner companies. In many cases, the user is not fully aware of the scope of this permission.
The issue of telephone contracts is particularly sensitive. Offers are often presented as urgent or exclusive , which encourages quick decisions without having the information in writing. While no one would consider buying a house or a car over the phone, it is common to accept insurance policies, energy tariff changes, or telecommunications packages based on a simple recorded conversation.
Consumer experts insist that it's always best to request written documentation , either by email or through a customer portal, before giving a final "yes." Carefully reviewing the terms and conditions reduces the risk of signing up for products that aren't right for you or that involve long-term commitments and hidden penalties.
In addition to all this, many marketing campaigns disregard time restrictions and opt-out mechanisms , such as the Robinson List or similar services, as well as other measures like campaigns on WhatsApp Web . Without effective inspections and penalties, companies that rely on intensive telemarketing tend to continue calling, accepting these practices as an additional cost.
What does the OCU propose to stop telephone spam?
In response to this situation, the OCU (Spanish Consumers' Organization) is proposing additional measures to truly curb spam calls and aggressive telemarketing. One of its priorities is to clearly identify the company and call center behind each number, so that affected individuals can easily file complaints and the authorities have more leeway to act.
The organization also advocates for the effective updating of advertising opt-out registries , such as the Robinson List or equivalent tools. Registration on these lists should automatically invalidate previous marketing consents, preventing past authorizations from being used as a pretext for continued calls.
Another proposal involves banning telephone sales in particularly sensitive sectors , such as energy. The idea is that offers can be explained over the phone if the user wishes, but that the final agreement should always require written documentation that the person can read and evaluate at their leisure.
Furthermore, the OCU emphasizes the importance of imposing significant financial penalties on companies that repeatedly violate regulations on telephone spam. Without substantial fines, they believe companies will continue to incorporate these practices into their business model because the profits outweigh the risks.
Ultimately, the goal of these proposals is to shift the balance of power between consumers and businesses . If cold calling without permission ceases to be profitable and becomes legally risky, the widespread use of the telephone as a sales channel could lose its appeal compared to more transparent and respectful approaches.
The operators' response: "visible call" and spam filters
Telecommunications companies have also begun to make their move. A prime example is the MásOrange group , which has deployed a feature in Spain called "Visible Call ," based on a VoLTE (Voice over LTE) technology capability that until now had barely been used for this purpose.
This functionality, activated by default on the 26 million mobile lines of its brands , allows the mobile to display a warning on the screen such as "Possible unwanted caller" when a call comes in, if the number is listed as a regular source of commercial communications or has been detected as potential spam.
For customers who don't want to be disturbed, it helps them decide in just a few seconds whether it's worth responding . The tool has no additional cost, doesn't require installing any specific applications, and integrates seamlessly with the network and VoLTE-compatible devices, facilitating its widespread adoption.
However, this same feature opens up a new business opportunity. MásOrange has partnered with Hiya to offer the Hiya Branded Calls service , which allows companies making marketing calls to personalize how they appear on the recipient's mobile phone.
For a fee, these companies can display their name, logo, and the reason for the call on devices and carriers that support the technology (in Spain, primarily MásOrange lines and certain Samsung models). Hiya estimates that around 50% of recipients in the country meet the technical requirements to see this enhanced information.
In this way, companies that don't want to appear as a "hidden" or "unknown" number can purchase branded calling packages—for example, 250 calls for around €39—at an approximate cost of €0,156 per identified call . In return, they improve the likelihood that the user will answer, as they will see a clear caller ID on the screen.
In practice, these solutions attempt to balance the consumer's right to know who is calling with companies' interest in maintaining the effectiveness of their telemarketing. For the user, the challenge remains the same: to correctly interpret the information displayed on the screen and make an informed decision about whether to answer, reject, or block the call.
Technology to the rescue: from the network to your own mobile phone
In addition to initiatives driven by carriers, phone manufacturers themselves are incorporating increasingly sophisticated anti-spam tools . In the Apple ecosystem, for example, the latest versions of iOS have introduced features that use artificial intelligence to identify and filter suspicious calls.
Among these new features is a system that allows Siri to automatically answer calls from numbers not in the contacts list , before the user even hears the ringtone. The assistant asks for the caller's name and the reason for the call , and with this preliminary information, the phone's owner decides whether or not to answer.
These tools complement traditional filters that allow you to silence or block calls from unknown senders , as well as third-party applications specializing in spam identification. All of them rely on large databases, lists of reported numbers, and algorithms that analyze the behavior of each line.
The combination of network-level solutions (such as "visible call") and personal device-level solutions offers a more comprehensive shield against unwanted communications and potential fraud attempts . Even so, experts remind us that no technology is infallible: some calls will always manage to slip through the filters.
Therefore, beyond automatic blocking, user judgment remains essential . Being wary of unexpected offers, disconnecting from alarmist or urgent messages, and verifying any communication claiming to be from a bank, government agency, or large company through official channels are habits that significantly reduce exposure to scams.
What do experts recommend when you receive a spam call?
In an environment where mass calls are increasingly managed by software rather than a person , the guidelines for protection are changing slightly. Cybersecurity and data protection specialists offer a series of practical tips for everyday use.
First, if you answer an unknown call and it quickly becomes clear that it's spam, it's not advisable to engage in arguments, answer questions, or provide personal information . The most effective reaction is usually a short phrase—for example, "No thanks, I don't want to receive marketing calls"—and then hang up.
It is also advisable to avoid interacting with automated recordings : do not press keys, do not clearly answer "yes," and do not follow instructions that ask you to confirm information. Certain fraudulent techniques attempt to use these recorded responses to impersonate the user in subsequent processes.
After ending the call, the next step is to block the number from your device and, if possible, mark it as spam or unwanted. This action feeds into your mobile phone's filtering systems and, in many cases, helps ensure that future similar calls are automatically intercepted.
Experts also recommend reviewing your phone's privacy and security settings to activate options that silence calls from unknown senders or prioritize known contacts. While you may not be able to stop all calls, you can significantly reduce the number of interruptions.
Finally, it's helpful to periodically review contracts and consent forms you've given to operators, insurers, online retailers, and other services, revoking permission for marketing communications when you no longer want them. Reducing the number of legal sources that can call on your own behalf or on behalf of third parties helps limit your exposure to legitimate spam and exposes those who operate outside the law.
In a world where digital security and data protection are increasingly important , learning how to manage spam calls—knowing when to answer, what to say, and how to hang up—has become an essential skill. The combination of stricter laws, filtering technologies, and responsible phone use is gradually reducing the impact of these calls on users' daily lives.
