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NEW DELHI: Bharti Airtel on Wednesday launched India’s first network-driven, artificial intelligence (AI)-powered spam detection solution to help its customers avoid suspected spam calls and SMSes.
The country’s second-largest telecom operator said the solution will “significantly” solve the issue of spam calls and messages for its customers. The tool will alert customers in real-time to all suspected spam calls and SMSes.
The solution is free of cost and will auto-activate for all Airtel customers on prepaid and postpaid connections without them having to raise a service request or download an app, Airtel said in a statement. The solution will function on smartphones, and only on VoLTE calls.
The launch of the solution comes against the backdrop of the telecom regulator (TRAI)’s recent directives to crack a whip on the rising menace of unsolicited commercial communications, which has led to an unsatisfactory customer experience and growing number of complaints.
“Spam has become a menace for customers. We have spent the last twelve months to solve this comprehensively,” said Gopal Vittal, Managing Director and Chief Executive Officer, Bharti Airtel at a press briefing.
“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 passes through this dual-layered AI shield,” Vittal said.
According to the chief executive, in 2 milliseconds, the solution processes 1.5 billion messages and 2.5 billion calls daily. “This is equivalent to processing 1 trillion records on a real time basis using the power of AI. Our solution has been able to successfully identify 100 million potential spam calls and 3 million spam SMSes originating every day,” he added.
Developed in-house by nearly 400 Airtel data scientists, the AI-powered solution uses a proprietary algorithm to identify and classify calls and SMSes as “suspected spam”.
The network powered by an AI algorithm analyses various parameters such as the caller or sender’s usage patterns, call/SMS frequency, and call duration amongst several others, on a real-time basis. By crossreferencing this information against known spam patterns, the system flags suspected spam calls and SMSes accurately, Airtel explained in the statement.
Additionally, the solution also alerts customers to malicious links received via SMS. For this, the telco said it built a centralised database of blacklisted URLs and every SMS is scanned in real-time by an AI algorithm to caution users from accidently clicking on suspicious links.
The solution can also detect anomalies such as frequent IMEI changes – a typical indicator of fraudulent behavior, the telco explained.
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