To curb the menace of spam calls or messages, Bharti Airtel launched its first AI-powered spam detection feature today (Wednesday, September 25) which can identify such messages and calls.

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This feature that can identify spam calls and messages will available at free of cost. Airtel subscribers don't need to download a separate app to activate the feature as it will be automatically activated on their phones.

Gopal Vittal, Managing Director and CEO of Bharti Airtel, emphasised the urgency of addressing the spam call crisis, stating, “Spam has become a menace for customers. We have spent the last 12 months to solve this comprehensively. Today marks a milestone as we launch the country’s first AI-powered spam-free network that will shield our customers from the continuous onslaught of intrusive and unwanted communications.”

The newly developed solution employs a dual-layer protection system, featuring filters at both the network and IT systems levels. The system can process 1.5 billion messages and 2.5 billion calls daily.

Vittal also noted that the system has been identifying 100 million potential spam calls and 3 million spam SMS messages each day, underlining the company's commitment to customer security.

Developed by Airtel’s in-house data scientists, the AI solution utilises a proprietary algorithm to accurately classify communications as "Suspected SPAM."

Moreover, the system also scans incoming SMS messages for malicious links, leveraging a centralised database of blacklisted URLs.

This proactive measure ensures that customers are alerted before they inadvertently click on harmful links. The solution further monitors for anomalies, such as frequent IMEI changes, which can signal fraudulent activity, thereby enhancing customer safety against evolving spam threats.

Moreover, the government has assigned 10-digit numbers starting with the prefix 160 for service and transactional calls. Customers can anticipate receiving calls from this series, which is designated for banks, mutual funds, insurance companies, and other financial institutions. Those who have not opted for the Do Not Disturb (DND) service will continue to receive promotional calls from numbers with the prefix 140.

Additionally, it was found that 87 per cent of people receive spam messages. While the system does not block these calls immediately, Airtel plans to implement blocking features soon.

Furthermore, discussions are underway with all telecom operators to ensure that service calls from platforms like Swiggy and Zomato are easily distinguishable from spam.

Currently, this service is available for smartphones, with upgrades for feature phones in the works.

How does the AI-based feature work?