Bharti Airtel, India’s second-largest telecom operator, has introduced an AI-powered spam detection system to combat the growing menace of unwanted calls and messages.
This move comes as part of Airtel’s larger mission to improve user experience while pushing for stronger regulation on messaging platforms like WhatsApp, which is also facing increasing complaints of spam in India.
A Solution to India’s Spam Problem
Airtel’s new AI-powered spam detection system is a free service, automatically activated for all of its 387 million wireless subscribers at no extra cost.
It aims to curb the number of spam calls and messages that Indian users endure daily.
Even the government’s “Do Not Disturb” (DND) registry has not been effective enough, as 90% of registered users continue to be harassed by spammers.
Gopal Vittal, Managing Director and CEO of Bharti Airtel, highlights of the importance of tackling this issue.
“Spam has become a menace for customers,” he said, as the company unveiled its cutting-edge system after 12 months of development.
How Airtel’s AI-Powered Spam Detection Works
Airtel’s system is unique because it’s the first network-based AI-powered spam detection technology in India. This solution operates through a dual-layer protection mechanism that filters communications at both the network and IT systems layers.
At its core, the AI system monitors various parameters, including caller usage patterns, call frequency, and duration, all in real-time. The proprietary algorithm, designed by Airtel’s data scientists, analyzes these factors to flag potential spam.
This sophisticated solution processes around 1.5 billion messages and 2.5 billion calls daily, capable of identifying nearly 100 million potential spam calls and 3 million spam SMS messages every day.
It even scans SMS content for malicious links, cross-referencing them with a database of blacklisted URLs. This layer of protection helps users avoid falling victim to fraud and phishing attempts that often rely on malicious links.
Additionally, the AI system can detect suspicious behavior, such as frequent changes in a device’s IMEI number, which often indicates fraudulent activity.
Urging Stricter Regulations on WhatsApp and Messaging Platforms
Airtel’s efforts are not just focused on spam calls and SMS messages; they are also pushing for stricter regulation on messaging platforms, specifically WhatsApp.
Despite being the most popular messaging app in India, WhatsApp has become a hotbed for spam, with users increasingly reporting unsolicited promotional messages from businesses.
Vittal highlighted the growing need for oversight on platforms like WhatsApp, stating that the telecom sector is heavily regulated, but similar standards are not applied to these messaging platforms.
He called for the government and regulators to step in and protect consumers from rising spam and fraudulent messages on these apps.
India’s Spam Epidemic
The spam problem in India is not just a matter of inconvenience. There has been a notable increase in fraudulent calls from individuals posing as government officials, delivery service representatives, and credit providers.
These scammers exploit the trust of consumers, leading to financial losses and emotional distress.
Airtel’s AI-powered spam detection system is a major step towards solving this issue, offering a robust and real-time solution to protect users.
