India, currently ranked fourth globally for spam calls, is facing a growing issue, with 60 per cent of people receiving more than three spam calls a day. In response, Bharti Airtel has launched an AI-powered spam detection solution that has provided significant relief to its customers in Uttar Pradesh. Since its introduction just seven days ago, this first-of-its-kind solution by a telecom provider has identified over 112 million potential spam calls and 600,000 spam SMS in the region.
The AI-powered solution, which comes at no additional cost, was automatically activated for all Airtel customers, requiring no service request or app download. This seamless rollout has ensured that the protection is available to millions without any extra effort.
Sovan Mukherjee, Chief Executive Officer of Bharti Airtel for Uttar Pradesh and Uttarakhand, remarked on the launch and addressed the media in Lucknow on Thursday. “In today's digital landscape, rife with scams and fraudulent activities, the threat of spam calls and suspicious text messages has become a significant concern. To address these threats, Airtel is delighted to introduce its innovative AI-powered solution, which provides customers in Uttar Pradesh with a robust defence mechanism against unwanted intrusions. This cutting-edge technology has empowered 55 million Airtel customers, giving them the peace of mind they deserve.”
How Airtel’s Spam Detection System Works
Developed in-house by Airtel's data scientists, the AI solution uses a proprietary algorithm to identify and classify calls and SMS as "Suspected Spam." The system analyses various factors like caller patterns, frequency, and duration of calls and messages. By comparing these data points against known spam behaviours, the network flags spam calls and SMS in real time, ensuring a highly accurate identification process.
The dual-layered protection system includes two filters: one at the network layer and the other at the IT systems layer. Every call and SMS passes through this AI-powered shield, which can process 1.5 billion messages and 2.5 billion calls within just two milliseconds—equivalent to handling 1 trillion records in real time.
The system also tackles another rising threat: malicious links in SMS. Airtel’s AI technology scans every SMS and compares URLs against a centralised blacklist to warn customers of suspicious links. This level of protection extends to detecting anomalies such as frequent changes in IMEI numbers, which are often indicative of fraudulent activities.
Enhanced Safety for Airtel Customers
Airtel’s new AI-driven spam detection system not only strengthens security against unwanted communications but also informs users of legitimate transactional and service calls. The Government of India (GoI) has allocated 10-digit numbers with the prefix 160 for such calls, which will come from institutions like banks, mutual funds, and insurance companies. Meanwhile, customers who have opted to receive promotional calls will continue to get them from numbers with the 140 prefix.
By leveraging cutting-edge technology and a seamless integration approach, Airtel has set a new industry standard in protecting customers from spam and fraud, reinforcing its commitment to customer safety and satisfaction.
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