Spark has launched Verified Call, a New Zealand-first feature that helps customers quickly identify legitimate Spark calls by displaying Spark’s name, logo, a verified badge, and reason for calling on the mobile phone screen, giving them confidence the call is genuinely from Spark before picking up.
The launch comes as impersonation scams remain one of the most common tactics used by scammers in New Zealand, with criminals increasingly mimicking trusted organisations such as Spark to trick people for the purpose of gaining access to personal or financial information.
Verified Call works by sending a notification to the Spark app just before the call connects, which allows Spark’s verified branding and call intent to appear on the customer’s screen while the phone is ringing and during the call.
The new tool builds on Spark’s wider suite of scam protections spanning calls, texts, and websites – work highlighted in its latest nationwide brand campaign, which shines a light on some of the top scams targeting New Zealanders and the measures Spark takes behind the scenes to keep customers safe.
Spark’s Chief Brand and Corporate Affairs Officer Leela Ashford says, “In the last 12 months alone, Spark has blocked more than half a billion[1] online threats across our network, including more than 1.2 million scam calls, and over 11.3 million attempts to access malicious websites. Since we implemented of our SMS firewall, we are now blocking text scams five times faster, with around 1.6 million scam text messages blocked so far.”
But scammers are constantly evolving their tactics, and some will still find a way through.
“Scammers are like a wolf in sheep’s clothing – their aim is to appear legitimate and catch people off guard by posing as a person or organisation they trust, like Spark. That’s why it’s important we not only continue our network level protections, but also equip customers with the tools and information they need to protect themselves too.
“A significant number of calls our teams make to customers are requested call-backs, where people have asked us to contact them rather than wait in a queue. But when we do call, customers can’t always be sure it’s really us – and scammers look to exploit that exact moment.
“Verified Call is the latest step in addressing this – making it harder for scammers to impersonate Spark and giving customers greater confidence that when we call, it’s genuinely us. Our hope is that Verified Call can go a long way in eliminating Spark impersonation scam calls.
“Through our latest campaign and online Safety and Security Hub, we’re also shining a light on some of the biggest scams targeting New Zealanders – from parcel delivery and banking scams to impersonation and relationship scams. The campaign is designed to highlight both the scale of these threats and the work we do in the background to try and stop them, while helping people recognise the warning signs and take simple steps to stay safe.”
Spark has a dedicated team of over 100 cyber security experts working around the clock to identify and disrupt online threats, including scams targeting New Zealanders.
Spark Fraud Lead Ross Dickson says impersonation scams often rely on moments where customers need to quickly make a decision – such as pick up a phone call.
“During my 12 years in the Police, which included working on fraud and cybercrime, and now in my role at Spark, I’ve seen how convincing these scams have become. They’re more targeted than ever, and it’s getting harder for people to tell what’s real and what’s not – especially when scammers pretend to be trusted organisations.
“Verified Call adds an important layer of clarity when the phone is ringing and people need to make a quick judgement. Scammers rely on uncertainty in those moments and Verified Call helps remove that doubt, so customers can make safer decisions in real time.
“We’re also exploring how this capability could be extended more broadly across other organisations, as part of a wider, coordinated approach to strengthening trust in phone communications.”
Sean Lyons, Chief Online Safety Officer at Netsafe, says awareness remains one of the most important tools New Zealanders can use to stay safe from scams.
“Scammers are constantly evolving their tactics, which means recognising the signs of a scam is a critical part of reducing harm.
“Efforts to raise awareness of scam risks, including initiatives such as Spark’s Safety and Security Hub, can help make these threats more visible and give people practical guidance on how to respond safely.
“Tools like Spark’s Verified Call may also help people make more informed decisions when receiving unexpected calls, particularly as impersonation scams continue to be a common tactic used by criminals.”
Spark works with Netsafe and a range of industry and government organisations, including through initiatives like the New Zealand Anti-Scam Alliance, to share intelligence, disrupt scam activity, and improve safeguards for New Zealanders.
