Sky has launched a new service designed to help people avoid unwanted and nuisance phone calls.
According to the provider, one in five households receive a nuisance call every day, while over-55s are particularly likely to be contacted by cold callers.
Sky has therefore launched the free Sky Talk Shield service, which lets people block calls they do not wish to receive.
Robot callers can be blocked automatically before the phone rings, or alternatively users can listen to who is on the line before accepting the call.
If a person is calling, rather than a robot caller, the phone will ring and people will hear a recorded message with the screened caller's name.
They then have the option of either accepting the call on this occasion, accepting the call and adding the caller to their personal Star List, rejecting the call and adding the number to a Block List or diverting the call to their Sky voicemail.
Users do not need any extra equipment to use Sky Talk Shield, as it has been designed to work with every handset in the phone.
Lyssa McGowan, Chief Commercial Officer at Sky UK, commented: "Providing our customers with the very best experience across phone, broadband and TV is something that has always been extremely important for Sky.
"The launch of Sky Talk Shield is another step in our commitment, offering a brilliantly simple and free service which hands power back to our customers, so they can stop the frustration and inconvenience caused by nuisance calls.”
The service will be available from June 9th to both existing and new Sky Talk customers with Sky Broadband and Line Rental.
This comes after BT launched its BT Call Protect service, which it said has led to 65 per cent of nuisance calls being diverted away from customers since January.