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Challenge:
As cybercriminals deploy increasingly sophisticated tactics like AI voice-cloning scams and targeted financial fraud, West Carolina faced the challenge of protecting its subscriber base. Beyond traditional computer antivirus needs, most subscribers failed to realize devices in their homes—smart TVs, security cameras and more—serve as unmonitored access points for those with bad intentions. Rather than treating security as an optional paid upsell, West Carolina needed a way to address home vulnerabilities and deliver network defense as a core service.
Solution:
To safeguard subscribers, West Carolina bundled ProtectIQ, a Calix engagement tool that constantly monitors networks against cyberthreats, into an all-encompassing WiFi X solution, featuring top-of-the-line routers and 24/7 background threat-blocking. West Carolina also offers free, in-person community workshops on topics such as digital defense, WiFi X app training and dedicated artificial intelligence classes where subscribers learn online safety and network management over coffee and cookies. To drive engagement, West Carolina led product marketing with shield-focused digital campaigns and timely educational blogs. The co-op also embedded app configuration directly into the installation process, so field technicians ensure protection is active before leaving the member’s home.
Smart technology surrounds us. From our garage doors to our lights to our security cameras to our refrigerator, nearly everything is connected to the internet.
While being able to turn off your lights or give your dog a treat all from your smartphone makes life easier, it comes with a certain amount of risk. Our technology is getting smarter and faster, but so are cybercriminals.
Gone are the days when you could buy antivirus software, install it on your computer and let it run. That’s not enough. According to Check Point, cyberattacks are increasing by 18% year after year. Of those attacks, 82% of harmful files are delivered via email. Check Point also found a nearly 50% increase in ransomware activity each year. And in the age of AI, 90% of organizations are affected by risk prompts—when the AI tool you’re using visits websites that trigger unintended actions—also called prompt injections. Not only do broadband service providers and their customers need to be aware of this, but they need to know how hackers operate and know when a threat is legitimate.
West Carolina, a broadband co-op based in Abbeville, South Carolina, is helping its members understand threats, ask questions and protect themselves against unwanted online intruders. The answer? WiFi X, an app that enables members to have full control of their online network, add guests, update passwords and manage their accounts. Calix’s ProtectIQ is built into the app, blocking threats around the clock.
It was important to West Carolina that this protection was built in, not an add-on.
“We fundamentally decided that as their service provider, we’re not only committed to giving them the best customer experience we can, but we really stand behind quality service and felt it was our responsibility to offer premium Wi-Fi and protect them,” says Mary Miller, vice president of marketing & communications.
But that was only the beginning for West Carolina. When it comes to cybersecurity, it’s not a one-and-done approach. It’s vital to continually educate, learn and monitor as things change every day, especially with AI.
West Carolina started offering ongoing community education workshops, called digital defense, and WiFi X app training for free to subscribers. Classes are advertised in the co-op’s Connected magazine, on social media and online, with the digital defense class available on demand via YouTube.
West Carolina won a 2026 NTCA Smart Rural Community Showcase Award for its community education program. To learn more about how the classes work, listen to West Carolina Marketing and Communications Specialist Hannah Patterson’s interview on Episode 384 of “StoryConnect,” a Pioneer podcast.
The workshops also serve as an opportunity for members to sign up for service and ask questions. A West Carolina expert is on hand who can help them download the WiFi X app, set up their account and get started. But if a member cannot make a class, once they’re signed up for service, an account service representative will lead them through security during the initial sign-up, and the technician will ensure the app is downloaded and properly configured to their phone and tested before leaving.
As of September 2026, 91% of West Carolina’s residential customers are subscribed to WiFi X, resulting in:
- 7,182,583 threats identified
- 634,348 intrusions stopped
- 3,426 viruses blocked
“The average home has more than 10 Wi-Fi-connected devices, more like 20, and each one of those is an access point for bad actors,” Mary says. “WiFi X is working for you 24/7. It is blocking threats and intrusions from entering your home network.”
The team at West Carolina continues to educate subscribers through its multichannel marketing strategy, which includes timely blogs, sign-up incentives and digital media campaigns.
When it comes to being safe online, technology is only part of the solution. Protection also requires awareness, education and a trusted resource to turn to when something doesn’t look right.
For West Carolina, that means going beyond simply providing a broadband connection. By combining built-in network protection with hands-on support and ongoing education, the cooperative is helping members better understand their connected homes and giving them the tools to navigate an increasingly complex digital world.
As technology and the threats that come with it continue to evolve, West Carolina’s approach evolves with it.
Keeping members connected is important. Helping keep them protected while they’re connected is part of the responsibility, too.
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