Press Launch
Accessible to EE pay month-to-month cellular prospects for £2 a month on a 30-day rolling contract, the service builds on EE’s present Rip-off Guard providing and offers AI Triple-Lock Safety, Rip-off Assistant, Cell Gadget Safety and Darkish Internet Monitoring to present prospects full peace of thoughts towards at present’s more and more subtle rip-off panorama.
The launch comes as Cifas, the UK’s main fraud prevention service, has revealed that greater than 444,000 instances had been recorded to the Nationwide Fraud Database in 2025, the very best quantity ever recorded in a single yr, and a 6% improve on 2024. The surge is extensively attributed to the rising use of AI by prison networks to generate convincing phishing emails, pretend web sites, deepfake calls and focused SMS scams at unprecedented scale.
Because the UK’s greatest community, EE launched Rip-off Guard to cellular prospects in 2024. Since then, greater than 169 million rip-off and spam makes an attempt have been stopped by EE’s service – a testomony to its dedication to buyer safety. The brand new Rip-off Guard builds on that basis, elevating the bar not simply on EE’s personal capabilities however on what prospects can count on from community suppliers extra broadly. Wanting forward, EE expects the brand new service to forestall not less than twice as many scams over the following 12 months.
With a set of AI-driven options designed to deal with the complete spectrum of contemporary threats, it represents a big step ahead in serving to preserve prospects one step forward of more and more subtle scams:
AI Triple-Lock Safety: three layers of AI defence, across the clock
On the coronary heart of the brand new Rip-off Guard is AI Triple-Lock Safety – a trio of cutting-edge digital security options powered by Norton’s Genie AI engine, constructed to maintain prospects protected all day, each day. This consists of:
- Protected Electronic mail: offering 24/7 proactive rip-off safety for e mail inboxes, scanning and flagging suspicious messages so prospects know if one thing is a rip-off earlier than they even open it.
- Protected SMS: utilizing superior AI to detect subtle scams in textual content messages, giving prospects real-time safety and peace of thoughts each time they examine their messages.
- Protected Internet: harnessing AI to guard prospects from scams whereas purchasing or shopping on-line, blocking malicious websites earlier than they trigger hurt.
Rip-off Assistant and Name Labelling: real-time evaluation throughout each channel
New Rip-off Guard additionally introduces Rip-off Assistant, a software that enables prospects to add screenshots of texts, emails, web sites, social media messages and even QR codes to obtain immediate recommendation on whether or not they’re protected. Alongside this, Name Labelling delivers automated, network-level screening of each incoming name, giving prospects the data they want earlier than they choose up.
Monitoring, safety and password administration: full digital safety
Social Media Monitoring and Darkish Internet Monitoring look ahead to suspicious exercise throughout a buyer’s on-line footprint, sending fast notifications to allow them to take motion at once. Cell Gadget Safety offers real-time safety towards ransomware, viruses and different on-line threats, robotically blocking harmful attachments earlier than they’ll trigger injury. Moreover, Password Supervisor creates, shops and auto-fills sturdy, safe passwords, eradicating one of the vital frequent vulnerabilities in private on-line safety.
Malcolm Cubitt, Director of Product, Cell, EE, mentioned: “Fraud within the UK is at a report excessive, with AI making scams extra convincing and tougher to detect. As these threats evolve, we proceed to adapt because the UK’s greatest community—continually looking for new and progressive methods to guard and assist our prospects. This consists of main business alliances, investing in network-level controls, and using a devoted crew of safety specialists. And now with our newly enhanced Rip-off Guard service, we’re offering prospects with a fair larger stage of cyber safety safety.”
EE is dedicated to serving to prospects get pleasure from the advantages of the digital world with confidence by means of sensible protections like Rip-off Guard. That is underpinned by BT Group’s function to attach for good and its wider work to assist individuals with the digital expertise, instruments and assist they should join, keep protected and succeed.
EE Rip-off Guard types a part of a variety of cyber safety options provided to BT Group, which collectively over the past 12 months (Jan-Dec 2025) noticed:
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Blocked 1.6 billion makes an attempt to entry malicious domains
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Stopped 200 million rip-off SMS messages
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Blocked 61 million rip-off calls
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Flagged an extra 175 million nuisance and fraud calls to maintain prospects protected
The brand new Rip-off Guard is now out there to all EE pay month-to-month cellular prospects and might be out there to buy as an add on.
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