Deepfake phone calls: a quarter of scam calls in the UK are powered by AI

Scam calls impersonating HMRC were most prevalent in the last quarter of 2024, according to scam and spam call-blocking service Hiya.

Hiya used its technology to observe and flag calls on its network and found that after fake HMRC calls, phone calls claiming to be from Amazon or ‘the immigration bureau’ warning of an expired visa were the most prevalent.

Calls impersonating mobile phone providers offering a discount, scammers impersonating Visa or Mastercard, and energy scams were also among the most received calls.

A January 2025 survey commissioned by Hiya of 12,000 consumers across six countries found that a quarter of UK consumers received a deepfake voice call in the past year. Of those who received a deepfake call, two in five had been scammed – a third losing money and another third giving away personal data. Hiya calculated the average loss to be £13,342.

Below, we explain what a deepfake call is, look at the most common scam calls circulating and how you can spot them.

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Deepfake calls

A deepfake call is where the caller's voice has been created with or manipulated using artificial intelligence (AI). This is sometimes done through voice cloning, which uses recordings of someone's voice to copy it.

In scam calls, deepfake voices are typically used to impersonate family members or to sound more official and professional when impersonating a well-known company or government body.

In deepfake videos, we've seen scammers use the voices of familiar celebrities to peddle dodgy investment schemes. They can usually be spotted as the audio often sounds robotic, containing unusual and unnatural speech patterns and has strange background noises.

Common scam calls

Here are some of the most common scam calls and what happens in those calls so you can spot them.

1. Police impersonation scams

Typically you’ll be called by a fake police officer. They tell you that you’ve been a victim of fraud and they’ve found an item, such as a passport, or they say that someone has reported you to the police or that you’re going to be arrested for committing a crime. This scam aims to gather your details.

2. Phone discount offers

Scammers impersonating phone networks claim to promote special offers, such as telling you that you’re eligible for a hefty discount on your mobile phone bill. If you accept the fake offer, you’ll receive a text message with a passcode. If you give this to the scammer, they will use it to try to gain access to your account.

3. Bank scams

Fraudsters tell you that they’re from your bank and there has been suspicious activity on your account – they may ask you to press a number to speak to someone. You’ll then be put through to a scammer who will ask you for your financial information under the guise of securing your account, sometimes claiming you need to transfer your savings to a 'safe account'. 

4. HMRC scams

This typically sees recorded messages claiming to be from HMRC that are left after you pick up the phone. In them, you’re told that legal action is being taken against you for tax offences or that you’re eligible for a tax refund. These messages usually ask you to press a number to speak to someone who will try to get you to reveal your personal and payment information.

5. Amazon impersonation scams

Scammers pretending to be from Amazon call you and tell you that your Amazon membership has been increased or that unauthorised charges or purchases have been made on your Amazon account. They tell you need to provide information to verify your account.

Avoiding and reporting scam calls

To reduce your chances of falling victim to a scam call:

• Never disclose your financial information over the phone.
• Register with the Telephone Preference Service (TPS). This will stop legitimate companies from making unsolicited sales and marketing calls to your number, so you'll know it’s a scammer if you receive an out-of-the-blue message claiming to be from a company.
• Consider installing a call blocker for nuisance calls.
• If you need to verify a call, use a different phone line to call the company back on a trusted number or wait for at least 10 to 15 minutes before you do as research has shown that scammers can keep the line open after a call has ended.
• Call 159 if you receive a call claiming to be from your bank. When you call, you'll be put through to your bank's genuine customer service line.
• If you receive a call from a random number, you can try to verify it by using a website to search for the number, such as Who Called Me.

Report a scam call on an iPhone by texting the word ‘call’ followed by the phone number to 7726.

On an Android phone text the word ‘call’ to 7726. You’ll then receive a message asking you for the scam number.

For scam calls received on WhatsApp, open the WhatsApp chat with the dodgy phone number and tap 'block.' You can report the contact by tapping 'report contact' and 'block'.

If you lose any money to a scam, call your bank immediately using the number on the back of your bank card and report it to Action Fraud, or call the police on 101 if you’re in Scotland.