Airtel Leverages AI to Combat Spam and Calls for Regulatory Oversight of WhatsApp in India

Bharti Airtel Introduces Free AI-Powered Spam Detection System to Combat Unwanted Calls in India

On Wednesday, Bharti Airtel, India’s second-largest telecom operator, unveiled a free, AI-driven spam detection system designed to tackle the country's overwhelming issue of unwanted calls and messages. The initiative not only aims to protect consumers but also advocates for stricter regulations on messaging platforms such as WhatsApp.

Airtel boldly claims that this is India’s first network-based spam detection solution powered by artificial intelligence. The system will alert customers in real time about suspected spam calls and text messages, and it will automatically activate for all users at no extra cost. With approximately 387 million wireless subscribers, Airtel is taking a significant step toward enhancing customer experience.

The relentless tide of spam has long been a concern for Indian consumers. A recent survey from the startup LocalCircles revealed that an astonishing 95% of respondents receive unwanted calls daily, with many facing at least three such interruptions. Shockingly, the government’s “Do Not Disturb” (DND) registry has proved largely ineffective, as 90% of registered users still encounter spammers regularly.

Gopal Vittal, the managing director and CEO of Bharti Airtel, highlighted the company's year-long development process for this advanced spam detection system. “Spam has become a menace for customers,” he acknowledged, emphasizing the need for action.

In addition to launching the new system, Vittal is advocating for enhanced regulatory measures for messaging platforms, including WhatsApp. Users in India, WhatsApp’s largest market, have voiced concerns over the growing number of spam messages from brands over recent years.

The new system by Airtel employs a robust dual-layer protection strategy, filtering communications at both the network and IT systems levels. Airtel's data scientists have developed a proprietary algorithm that analyzes multiple parameters in real time, including caller behavior patterns, call frequency, and duration.

This innovative AI solution is set to process a remarkable 1.5 billion messages and 2.5 billion calls every day. It has the capability to identify 100 million potential spam calls and 3 million spam SMS messages daily, underscoring its efficiency in tackling spam.

Additionally, the AI system scans SMS content for suspicious links and cross-references them with a centralized database of blacklisted URLs. This important feature seeks to protect users from inadvertently clicking on malicious links, which are often used in fraud and phishing schemes.

The system can also detect irregularities, such as frequent changes in ISDN numbers, which often signal fraudulent activities. The issue of phone spam in India goes beyond mere annoyance, as reports of scammers impersonating government officials, delivery services, and credit providers have increased significantly.