To avoid interference (crosstalk) signals need to be separated in some way. They can be 'carried' on radio frequency carriers using different frequencies (just like the channels on broadcast radio and TV). This is how it used to be done on old fashioned transatlantic telephone and satellite systems. You basically have a set of low power transmitters and a set of receivers at each end of the cable. There is a limit to how close the channels can be spaced (in frequency) due to one signal getting into another receiver filter.
This is nowadays referred to as Frequency Division Multiplexing. You can also (and this sounds really bizarre) use Time Division Multiplexing in which you switch very rapidly and regularly between a number of signals at the send end and then each receiver gets just one of the signals by looking at the appropriate times, getting a fast string of pulses (samples) of the wanted signal. You don't get anything for nothing, however. Your cable needs to be able to handle all these fast changes due to the switching so it needs to have a wide bandwidth capability.
These days, of course, digital signals are all mixed together (multiplexed) and interleaved in all sorts of ways so that no one sees the unwanted data - just their own. But, once you get to the level of the actual signal going down the pipe, you are again effectively dealing with a very complex analogue signal which has to be looked after and protected from interference and noise in a similar way. It is said that digital signals are robust and impervious to noise and interference. This is true up to a certain level, after which it goes with a bang (frozen frame on satellite TV etc.). Old fashioned radio and telephony are always subject to interference but they tend to 'die more gracefully' as the noise and interference increase - you can hear and understand stuff that just isn't pleasant to listen to but the info can still get through. Digital systems can handle vastly more useful information than simple analogue systems, though.
They spend millions of quids on getting systems that will reliably carry as much info as possible. And we use it for conversations like this plus the millions of other (less worthy) messages that tear around the Planet.