Bharti Airtel Introduces India’s First AI-Powered Spam Detection Solution (27.09.24)

Key Highlights:

AI-Powered Real-Time Spam Detection: Bharti Airtel has introduced India’s first AI-driven spam detection tool on 25^th September, 2024, which is designed to address the growing problem of spam calls and messages. With the capability to process over 1 trillion records daily, the system flags a staggering 100 million spam calls and 3 million spam messages in real-time, enhancing user experience and network security.
Dual-Layered Protection: The solution utilizes a two-layered defense mechanism, with one filter at the network layer and another at Airtel’s IT systems level as this multi-layer approach enhances the detection accuracy, analyzing communication patterns and behaviors at both ends of the process.
Advanced AI Technology and Machine Learning: Airtel’s state-of-the-art AI model employs machine learning algorithms that continually evolve based on data patterns and by examining parameters like caller behavior, messaging content, device changes, and usage anomalies, the tool delivers an impressive 97% accuracy rate for spam call detection and 99.5% for spam messages.

Bharti Airtel (“Airtel”) has taken a bold step to combat the increasing menace of spam calls and messages by launching an AI-powered spam detection tool, where this innovative solution is the first of its kind in India, providing real-time protection to Airtel customers by identifying and flagging spam communications. In recent years, spam calls and messages have become an issue for telecom subscribers in India, disrupting daily life and posing security risks and this new AI-powered solution promises to address this concern comprehensively. It is developed in-house by Airtel’s data scientists and the proprietary algorithm scans all calls and messages, classifying them as either regular or suspected spam.

How the Spam Detection System Works

Airtel’s AI-powered solution offers a unique and advanced method of spam detection, relying on a dual-layered AI shield. The AI algorithm processes over 1 trillion records every day, using over 250 different parameters to detect spam as these parameters include the frequency of calls, call duration, frequency of device changes, and locations where the calls are made. It also factors in the number of missed calls and robocalling patterns, analyzing the frequency with which IMEI numbers change, which is a typical indicator of fraud

Dual-Layered Protection System

This dual-layered system ensures that every suspected spam communication is flagged and reported to subscribers, creating an effective level of protection. “In 2 milliseconds our solution processes 1.5 billion messages and 2.5 billion calls every day. 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.” Gopal Vittal, managing director and CEO of Bharti Airtel, said during announcement of the system. It includes-

Network Layer: Every call and SMS are first filtered through the network, analyzing various technical parameters.
IT Systems Layer: Calls and messages then pass through a second AI-driven filter that evaluates behavioral patterns of callers and message senders.
Automatic Activation

One of the advantages of Airtel’s AI-powered spam detection system is its simplicity as the customers do not need to take any action to benefit from the service. The solution is automatically activated for all Airtel subscribers, whether prepaid or postpaid, at no additional cost and unlike third-party apps, the AI system works without the need for an internet connection. From 26^th September, 2024 onwards, Airtel subscribers will begin seeing a “Suspected Spam” banner on their phone screens when receiving potentially fraudulent calls and similarly, SMSes containing malicious links will be flagged as suspected spam.

Protection Beyond Smartphones

Airtel has also considered the large number of feature phone users in India, though they are still developing a version of the spam detection tool for these devices, where the smartphones will receive real-time alerts, Airtel is working on a solution for feature phones to ensure complete protection for all customers.

Comparison with Third-Party Spam Detection Tools

Airtel’s spam detection tool offers a more effective solution compared to popular apps like Truecaller as Gopal Vittal emphasized that the AI system does not rely on crowdsourced data like Truecaller, which depends on user feedback and requires an internet connection to function. Airtel’s system will operate in real-time and at the network level as mentioned before, where it filters spam calls and SMSes as soon as they are initiated, without the need for customer interaction and this specific feature, makes it a more reliable and accurate option for combating unwanted communications.

Airtel has also clarified that its AI algorithm does not read the content of SMSes or record calls, but instead, it analyzes metadata, such as call frequency and SMS link content, to detect spam patterns. For instance, it flags SMSes with links by cross-referencing them against a central database of blacklisted URLs and this ensures that customer privacy is protected while providing maximum defense against malicious communications. Gopal Vittal also reassured customers that the system’s high accuracy rate minimizes false positives, ensuring genuine messages and calls are not blocked.

Collaboration with Regulatory Authorities

Airtel’s spam detection tool aligns with recent efforts by the Telecom Regulatory Authority of India (TRAI) to curb unsolicited communication as the TRAI has implemented strict rules, requiring telecom operators to block messages containing unverified links and APK files by October 2024. As part of these regulations, Airtel is actively working with TRAI to ensure all registered senders comply with the new rules and more than 70,000 links have already been whitelisted, ensuring legitimate communications are not interrupted. As spam shifts from traditional calls and SMSes to over-the-top (OTT) apps like WhatsApp, Airtel’s solution may pave the way for similar AI-powered protections across other digital platforms.

Conclusion

With this introduction of its AI-powered spam detection system, Bharti Airtel has set a new standard for telecom providers in India and such innovative solution not only enhances the customer experience by reducing the flood of unwanted calls and messages, but it also demonstrates how AI can be leveraged to solve widespread problems. The system is however still open for improvements to be made, and as the system continues to learn and evolve, Airtel customers can look forward to a more secure and spam-free experience.