With AI-powered scams on the rise, UK mobile users are being warned about a growing threat: voice-cloning fraud, where scammers use artificial intelligence to mimic the voices of loved ones.
New data from Uswitch highlights just how widespread nuisance and scam calls remain across the UK, with millions of spam lookups recorded and adult content continuing to dominate unsolicited contact.
February is a prime time for scams
With scam calls showing no signs of slowing down, the mobiles experts at Uswitch have analysed the state of fraudulent phone calls in the UK. With February traditionally being a popular time for Brits to upgrade their mobile devices or switch numbers, fraudsters are exploiting this period when users are often setting up new devices, accounts, and phone numbers, making it a prime window for scams. Therefore, the experts at Uswitch have also shared its top tips for staying safe from spam, scams, and emerging AI-powered frauds.
The UK cities with the most unknown calls
| Rank | City | Country | Area Code | Total Phone Lookups |
|---|---|---|---|---|
| 1 | London | England | 020 | 217,689,977 |
| 2 | Manchester | England | 0161 | 76,604,224 |
| 3 | Birmingham | England | 0121 | 28,062,454 |
| 4 | Glasgow | Scotland | 0141 | 24,177,309 |
| 5 | Leeds | England | 0113 | 20,488,992 |
The London area code leads for spam phone lookups, with over 217 million searches for London phone numbers[4]. Phone calls starting with a London area code (020) are 184% more likely to come from an unknown number than those with Manchester’s area code, which ranks in second place[5].
There have been over 76 million phone lookups for numbers from a Manchester area code. Birmingham is in third, with over 28 million phone lookups for nuisance, unsolicited phone calls [6].
The most common types of unsolicited contact in 2025
| Rank | Topic | Occurrences | % of nuisance calls |
|---|---|---|---|
| 1 | Adult content | 5,242 | 13.9% |
| 2 | Energy saving and home improvements | 3,488 | 9.3% |
| 3 | Recruitment | 2,628 | 7.0% |
| 4 | Banking | 2,141 | 5.7% |
| 5 | Broadband and Telecoms | 2,006 | 5.3% |
| 6 | Retail | 1,869 | 5.0% |
| 7 | Gambling | 1,451 | 3.9% |
| 8 | Energy supply | 1,293 | 3.4% |
| 9 | Investments, Cryptocurrency or Online Trading | 1,041 | 2.8% |
| 10 | Insurance | 856 | 2.3% |
Adult content is the most common form of unsolicited digital contact, with 2,525 occurrences, making up more than one in ten (13.9%) of all nuisance calls in 2025[1]. Almost 4,000 more nuisance messages for adult content have been reported than for gambling (1,451) in 2025[7].
Energy savings and home improvement spam and scams are the second most common, with 3,488 reports of unsolicited contact on the topic. This equates to almost 10% of all nuisance mobile messaging[8].
Recruitment is in third, making up 7.0% of all nuisance calls, with 2,628 occurrences recorded[9]. More potentially malicious spam calls concerning banking (2,141 occurrences) and investment, cryptocurrency and online trading (1,041 occurrences) also make the fourth and ninth spot respectively[10].
Archie Burkinshaw, mobiles expert at Uswitch Mobiles, shares tips to help consumers stay safe from spam and scam calls:
- Watch out for deepfake scam calls
AI now makes it easier than ever for fraudsters to mimic real voices, including your family, friends and colleagues. If a call feels unusual, rushed or comes out of the blue, especially if it involves money, hang up. Call the person back using a number already saved in your contacts and ask something only they would know to confirm it’s really them.
- Set up two-step verification
Turn on two-step verification for your most important accounts as this adds an extra layer of protection by requiring a one-time code after your password. This means even if a scammer gets hold of your login details, they still won’t be able to access your account. It’s one of the simplest ways to reduce your vulnerability to fraud.
- Avoid unknown links and check sellers before buying
Scammers often impersonate retailers, delivery companies and banks, hoping the urgency of a flash sale will make people click without thinking. Never tap on links sent through unsolicited calls, texts or WhatsApp messages. Instead, visit the retailer’s official website directly. Before making a purchase, check the company’s reviews, payment security and customer feedback.
- Use call-blocking tools and spam filters
Most smartphones now have built-in call-blocking features that can silence unknown numbers or flag suspected spam. You can also install third-party apps such as TrueCaller or Hiya to automatically filter suspicious calls. Remember to report spam calls or texts to the Information Commissioner’s Office (ICO) by forwarding them to 7726, or by reporting online to help stop illegal callers.
- Register with the Telephone Preference Service (TPS)
While it’s not a complete shield and cannot block scam calls, adding your phone number to the UK’s official “Do Not Call” list legally restricts companies from contacting you for sales or marketing purposes. It won’t stop calls from organisations you’ve previously given permission to, but it can cut down on other unwanted contact.
