A convincing voice clone now costs roughly nothing to produce. That single fact rewrites the economics of a phone call: if impersonating your brand — or your executive — is free, then every call a customer receives is, by default, unverifiable.
Detection is a treadmill. As synthesis improves, “does this sound fake” becomes an arms race you lose slowly. Identity is the durable move: instead of guessing whether a voice is real, verify that the agent behind it carries a signed, registered credential.
That's the difference between asking “is this a deepfake?” and asking “is this agent who it says it is?” The second question has an answer.