Video conferencing has become the backbone of communication for small and medium-sized businesses (SMBs). Whether for recruitment, client consultations, or internal collaboration, reliance on platforms like Zoom, Teams, or embedded solutions has grown rapidly. Yet with this reliance comes heightened exposure to cyber risks. Phishing attempts, meeting hijacking, unauthorised access to sensitive information, and compliance breaches are no longer rare—they are everyday concerns for IT leaders and security officers.
A stark reminder of these vulnerabilities came in March 2024, when it was widely reported that a Russian cyber-attack intercepted a German military video call in which senior officers discussed long-range missiles and potential targets. The breach occurred because the meeting was conducted over a non-secure communications channel, highlighting how even the most critical conversations can be compromised when robust safeguards are absent. If a national defence force can fall victim, SMBs relying on generic or non-compliant tools are even more exposed.
Traditional perimeter-based security approaches are no longer sufficient in a hybrid workplace where users, devices, and applications operate beyond the corporate firewall. This is where zero-trust architecture (ZTA) comes in. By embedding zero-trust principles into video conferencing, organisations can protect sensitive data, ensure regulatory compliance, and maintain trust with clients, employees, and stakeholders.
This article explores the principles, strategies, and implementation roadmap of zero-trust architecture in video conferencing. It offers actionable guidance for decision-makers weighing the risks of non-compliant tools against the benefits of zero trust architecture, and it highlights how secure, integrated platforms can provide both protection and a competitive edge.
Table of contents
At its core, zero-trust architecture is a security model that assumes no user, device, or application should be inherently trusted—whether inside or outside the organisation’s network. Every access request must be verified, authenticated, and authorised. This model shifts from the outdated “castle-and-moat” strategy, where once inside the network perimeter, users had broad access to systems and data.
In the context of video conferencing, zero-trust means that:
The benefits of zero trust architecture are especially relevant to SMBs, which often face resource and financial constraints but must still meet stringent data protection and security requirements. By embedding zero-trust into video communications, organisations can prevent unauthorised access, ensure compliance, and safeguard sensitive business information.
Video conferencing is now a critical vector for both productivity and risk. SMBs use it not just for daily team catch-ups but also for:
The nature of these sessions makes them attractive targets for cyber attackers. Common risks include:
With hybrid and remote work blurring the traditional network perimeter, businesses cannot rely on VPNs or firewalls alone. Zero-trust provides the granular, identity- and context-based control required to secure video conferencing.
The National Institute of Standards and Technology (NIST), belonging to the US Department of Commerce, and thought leaders in cybersecurity highlight several key principles of zero-trust security, which, when applied to video conferencing, ensure sessions remain secure, compliant, and user-friendly.
Authentication should go beyond usernames and passwords. For video conferencing platforms:
Not every participant needs full control. By applying least privilege:
Always operate under the assumption that compromise is possible:
Trust is never permanent. For video conferencing:
Even within a meeting, sensitive data should be compartmentalised:
Implementing zero-trust in video conferencing brings multiple benefits, especially for SMBs operating in regulated or competitive industries.
A frequent dilemma for SMBs is whether to build their own secure video platform or buy an embedded solution that already incorporates zero-trust principles.
For most SMBs, buying or partnering with a vendor offering zero-trust capabilities is more cost-effective and ensures faster deployment. The key is selecting a provider that supports MFA, encryption, compliance logging, and granular access controls.
For SMBs looking for a practical, ready-to-use solution, Digital Samba offers a video conferencing platform designed with security, compliance, and zero-trust principles at its core. Unlike generic conferencing tools, Digital Samba emphasises privacy-first architecture, making it a strong fit for businesses operating in regulated industries such as healthcare, education, and recruitment.
Digital Samba integrates with secure authentication workflows, ensuring that every participant is verified before joining a session. With options for password-protected rooms, token-based access, and SSO integration, SMBs can enforce strict identity controls without compromising usability.
In line with the least privilege principle, Digital Samba provides role-based permissions for hosts, presenters, and attendees. This ensures that sensitive content—such as candidate CVs during recruitment interviews or client documents in consultations—is only accessible to those who truly need it.
Digital Samba secures video, audio, chat, and file-sharing channels with end-to-end encryption, reducing the risk of eavesdropping or data leakage. Encryption is applied not just in transit but also in storage, supporting compliance with frameworks like GDPR and HIPAA.
For SMBs navigating complex regulatory requirements, Digital Samba offers data residency options within the EU by default, GDPR compliance, and audit-ready logging. This aligns perfectly with the “assume breach” mindset of zero trust, ensuring businesses remain compliant even under scrutiny.
Digital Samba is hosted on ISO 27001-certified infrastructure, with monitoring systems that detect suspicious behaviour such as repeated failed logins or unusual access patterns. This supports the continuous validation pillar of zero-trust.
As SMBs expand, Digital Samba’s API-first design and white-label options allow businesses to embed secure video conferencing directly into their platforms or customer-facing applications. This means companies can deliver a branded experience while benefiting from zero-trust security baked into the infrastructure.
Implementing zero-trust security in video conferencing requires a phased, strategic approach.
SMBs must weigh the investment in zero-trust against the cost of a breach. According to IBM’s Cost of a Data Breach Report (2025), the average cost of a data breach is $4.4 million. While SMBs may experience lower direct costs, the reputational damage and compliance fines can be existential threats.
Adopting zero-trust in video conferencing:
In a world where video conferencing has become central to business operations, zero-trust architecture is no longer optional—it is essential. For SMBs navigating remote and hybrid work, adopting zero-trust security ensures that every meeting, every participant, and every piece of data is verified, protected, and compliant.
By aligning with zero-trust principles, organisations can strengthen compliance, reduce cyber risk, and maintain the trust of clients, employees, and partners. Whether building an in-house platform or partnering with a vendor, the message is clear: trust nothing, verify everything, and secure your video communications from the ground up.