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Many Canadians feel that spam calls and texts are on the rise, and a majority place the responsibility to limit spam calls and texts at the foot of telecom providers.

Key Takeaways

  • One-third never answer calls from unknown numbers.
  • Only two in ten are on the national do not call list.

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.

Spam Received Compared to a Year Ago

Spam Received Compared to a Year Ago

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.

Factors Influencing Decision to Answer Call From Unknown Number

Factors Influencing Decision to Answer Call From Unknown Number

“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.”

Should Be Responsible for Limiting Spam Calls and Texts

Should Be Responsible for Limiting Spam Calls and Texts

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 combating 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.

National Do Not Call List

National Do Not Call List

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:

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 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 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.