Airtel fights spam with AI, seeks WhatsApp oversight in India
Bharti Airtel, India's second-largest telecom operator, is rolling out an AI-powered spam detection solution to all its customers.
Bharti Airtel, India’s second-largest telecom operator, launched a free AI-powered spam detection system for all customers on Wednesday, aiming to curb the country’s raging unwanted calls and messages while also calling for stricter regulation of WhatsApp and other messaging platforms.
The company claims the solution is India’s first network-based, AI-powered, spam detection system. The feature will alert Airtel’s customers in real-time to suspected spam calls and text messages, and will automatically activate for all users at no additional cost. Airtel has about 387 million wireless subscribers in India.
Indians have long grappled with a relentless barrage of spam. A recent survey by startup LocalCircles found that a staggering 95% of users report receiving unwanted calls every day, with most facing at least three such intrusions a day. The government’s “Do Not Disturb” (DND) registry has proven largely ineffective, with 90% of registered users still plagued by spammers, the survey found.
Gopal Vittal, managing director and CEO of Bharti Airtel, said the telecom operator spent 12 months building the new spam detection system. “Spam has become a menace for customers,” he said.
Vittal also called for stricter regulatory oversight on messaging platforms including WhatsApp to safeguard customers. WhatsApp users in India, its largest market, have been complaining about the rise of spam texts from brands for many years.
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