Indian telco Bharti Airtel said on Wednesday it has launched what it claims is India’s first network-based, AI-powered spam detection solution to alert customers of suspected spam calls and text messages.
The solution uses a proprietary algorithm developed in-house that screens calls and SMSs at the the network layer and the IT systems layer. The algorithm analyses data such as the caller or sender's usage patterns, call/SMS frequency, and call duration. The data is processed and cross-referenced against known spam patterns in real time.
The AI solution also alerts customers to malicious links in text messages by cross-referencing the links with a centralised database of blacklisted URLs. Airtel says the system can also detect anomalies such as frequent IMEI changes, which is a typical indicator of fraudulent behavior.
“Our solution has been able to successfully identify 100 million potential spam calls and 3 million spam SMSs originating every day,” said Airtel MD and CEO Gopal Vittal in a statement.
The solution will be auto-activated for all Airtel customers at no extra charge.
“Spam has become a menace for customers. We have spent the last twelve months to solve this comprehensively,” Vittal said. “For us, keeping our customers secure is a burning priority.”
Spam calls and SMSs have become a growing problem in India despite efforts by telcos and regulators to get it under control.
Last month, the Telecom Regulatory Authority of India launched an industry consultation for a proposal to raise tariffs for telemarketers and increase penalties for telcos that fail to take sufficient action to deal with the problem.
According to the consultation paper, the number of complaints against unregistered telemarketers grew from just over 307,000 in December 2020 to 1.2 million in December 2023.
Also last month, according to Livemint, TRAI issued a directive banning text messages containing non-whitelisted URLs or website links, APK files for installing apps on Android phones, OTT links and call-back numbers effective September 1.
TRAI also ruled that calls starting with the 140 prefix assigned to telemarketers must be to be migrated to an online DLT (digital ledger technology) platform by the end of this month to enable better monitoring, while the trail of telemarketing messages from senders to recipients must be traceable from November 1.
