Bharti Airtel has unveiled India's first network-based spam detection system. This innovation uses a cutting-edge AI algorithm tool to deal with unwanted spam calls and messages. It filters out suspected spam calls and SMS with real-time notifications sent to customers.
Furthermore, it’s a free tool that works automatically for all Airtel customers. You do not need to approve any service requests or app downloads to avail of this service.
Gopal Vittal, Managing Director, and CEO of Bharti Airtel remarked, "Spam has emerged as a nuisance for customers. Over the last twelve months, we have been addressing this comprehensively. Today marks a landmark with the launch of the country's first AI-powered spam-free network that will protect our customers from the relentless onslaught of unwanted and intrusive communications. "
This AI-based solution was developed in-house by Airtel's data scientists. It uses a proprietary deep-learning AI algorithm to identify and classify calls and SMS as "Suspected Spam".
According to Vittal, "Designed as a dual-layer protection, the solution has two filters, one at the network layer and the second at the IT systems layer. Every call and SMS pass through this dual-layered AI shield. We process 1.5 billion messages and 2.5 billion calls daily in just 2 milliseconds, equivalent to real-time processing of 1 trillion records using AI.”
It analyses various real-time input factors, including usage patterns of the caller or sender, frequency of call and SMS, and duration of calls. This efficient cross-referenced communication behavior analysis also helps it recognize spam patterns.
It also warns its customers of spammed URLs sent through SMS. The central database of blacklisted URLs set up by Airtel ensures that every SMS is scanned in real-time by an advanced AI algorithm. This prevents a customer from clicking on some suspicious URL, as it certainly alerts the users to suspicious characters.
Anomalies, such as frequent IMEI changes, can be identified. Frequent IMEI changes are one common indicator of fraudulent behavior.
According to Vittal, "The solution has already demonstrated excellent results with the identification of 100 million potential spam calls and 3 million spam SMS daily.” It is fundamentally a multilayered approach that could help deliver maximum protection for customers considering the evolving nature of the landscape of spam and fraud threats.