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In a major push towards safeguarding its users from the constant barrage of unwanted calls and messages, Bharti Airtel has rolled out India’s first network-based, AI-powered spam detection solution. The new tool will be available to all Airtel users from Thursday, September 28, 2024, and will automatically be activated at no extra cost—no app downloads or service requests are required.

The Spam Menace and Airtel’s AI Solution

Spam calls and SMS have become a widespread nuisance in India, with millions of users plagued by unsolicited promotional communications daily. Airtel’s new spam detection system addresses this growing issue head-on. Powered by artificial intelligence, the solution scans a massive volume of data—processing over 2.5 billion calls and 1.5 billion SMS every day. Using a proprietary algorithm, it flags “Suspected SPAM” in real-time by analysing call patterns, frequency, and duration, and cross-referencing these with known spam behaviors.

The tool offers a dual-layered protection mechanism. First, the network layer scans for suspicious activity, and then the IT system layer adds another filter for added precision. This rapid processing (less than two milliseconds per call) ensures that even high-traffic volumes are handled effectively.

A Seamless and Comprehensive Defense

Beyond merely identifying spam calls and messages, the solution also protects against malicious links. Every incoming SMS is screened for blacklisted URLs, offering customers a defense against phishing attempts. The tool is also designed to detect more sophisticated fraud indicators, like frequent changes in a phone’s IMEI (International Mobile Equipment Identity), which is often a sign of malicious activity​.

For businesses and registered services, legitimate transactional communications, such as those from banking or healthcare services, are unaffected. The Government of India’s guidelines are being followed, ensuring that critical calls come through without disruption.

Spam-Free Communication for All Airtel Users

According to Airtel CEO Gopal Vittal, the company has spent over a year developing this in-house solution. Vittal emphasises that this AI-powered tool is a step towards creating a truly spam-free network, allowing users to enjoy their mobile services without the intrusion of pesky and often fraudulent communication. With this new tool, Airtel aims to provide a secure, hassle-free experience for its users in an era where digital safety is a growing concern​.

This AI-powered spam detection system is part of a broader initiative by telecom operators to enhance customer experience and digital safety, especially as the volume of unwanted communications continues to rise.

In the ongoing battle against spam, Airtel’s AI tool is a game changer—offering automated, real-time protection that fits seamlessly into the daily lives of millions of users. From Thursday onwards, it’s goodbye to spam and hello to peace of mind.