- One-third never answer calls from unknown numbers.
- Only two in ten are on the national do not call list.
May 22, 2025
With some telecom providers introducing new tech to combat AI scam and spam calling, we wanted to understand Canadians’ perceptions of the problem, and who they believe should be responsible for dealing with it.
Results show that twice the number of Canadians feel they are getting more spam calls and text messages than a year ago, compared to the number who are getting fewer. Four in ten say the number of spam calls and texts are consistent, year-over-year.
Despite the proliferation of spam calls, two-thirds of Canadians (66%) still choose to answer a call from an unknown number. Reasons for doing so range from expecting a call from someone they don’t know, because the area code looks familiar, the number looks local, or simply because they’re just curious. However, one-third say they will never answer an unknown number. Older Canadians are the least likely to answer calls from unknown numbers, while Millennials are the most likely to do so.
“Canadians are clearly aware of the number of spam calls and texts they are receiving,” said Narrative Research COO Margaret Chapman. “But interestingly, a majority will still pick up the phone from an unknown number. As research organizations that regularly reach out to Canadians to understand their opinions, we believe it’s important for the public to recognize the difference between spam calling and legitimate outreach for the purposes of public opinion polling or other forms of research, which may emanate from an ‘unknown’ number.”
Turning to who should be responsible for limiting spam calls and texts, a majority say it’s the telecom providers who should make such limitations, while just under half say that the federal government should take the lead. A third say it’s more of an individual responsibility, while one-quarter say either technology such as spam blockers should be used, or that law enforcement is responsible. Clearly Canadians recognize that combatting the issue is something that is a shared responsibility, with most pointing to multiple organizations who should help to stop the nuisance of spam calls and texts.
Despite so many feeling they receive more spam calls and texts, just two in ten are on the national Do Not Call list. Likelihood to be on the national Do Not Call list is consistent across regions of the country, but is highest among older Canadians.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between May 9 and 11, 2025 with 1,231 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2021 Census, by gender, age, and region to reflect actual population distribution. For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493.3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a non-partisan, 100% Canadian-owned, research company, certified as a Women Business Enterprise (WBE). Narrative Research provides clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. ologies, and is independent, experienced and quality-oriented.
The questions asked were:
To the best of your knowledge, are you on the Canadian National Do Not Call List?
- Yes
- No
- Unsure
In the past 12 months, have you received more, fewer or about the same number of spam calls or texts compared with the year before?
Spam calls
Spam text messages
- More
- The same
- Fewer
What factors influence your decision to answer a phone call from an unknown number?
- I’m expecting a call from someone I don’t know
- The area code looks familiar
- The number looks local
- I rarely get calls, so I’m curious
- I never answer unknown numbers
Who do you think should be responsible for limiting spam calls and texts?
- Telecom providers (e.g. Bell, Rogers, Telus)
- The federal government (e.g. CRTC, regulators)
- Individuals – it’s our job to protect ourselves
- App developers (e.g. spam blockers)
- Law enforcement agencies
