Spam calls and messages have long plagued mobile users, leading to frustration and even financial fraud. Bharti Airtel, one of India’s leading telecom companies, is taking a significant step forward in the fight against spam calls and messages. Beginning on September 26, the company will launch its cutting-edge AI-enabled technology, aimed at detecting and flagging suspected spam communications in real-time.
This development promises to offer subscribers a much-needed solution against the growing menace of scam calls and unsolicited messages, providing a new layer of protection in their daily communication.
How Airtel’s AI-Powered System Works
Airtel’s AI solution is designed to identify spammers through a variety of indicators, including the volume of calls made, the frequency of device changes, and the velocity at which calls are placed. The AI system analyzes calls and messages in just two milliseconds, quickly identifying and alerting users to potential spam. As a result, when a call is suspected to be fraudulent, a “Suspected Spam” banner will appear on the user’s dialer screen. Similarly, potentially malicious SMS messages will also be flagged.
This feature, available free of cost to all Airtel smartphone users, processes over 1.5 billion messages and 2.5 billion calls daily. According to the company’s CEO, Gopal Vittal, the AI has successfully identified 100 million potential spam calls and 3 million spam SMSes every day during testing.
Preventing Spam Without False Positives
One key advantage of Airtel’s technology is that it does not automatically block suspected spam calls. Instead, the decision to block or answer the call is left up to the user. This approach prevents false positives—situations where legitimate calls are incorrectly flagged as spam, which can happen occasionally with AI detection systems.
However, Vittal added that, while the technology can efficiently detect spam on the Airtel network, it will not apply to calls and messages received via over-the-top (OTT) apps such as WhatsApp. Airtel is still unable to solve this problem at this time.
The Role of AI in Transforming Telecom Spam Detection
With its AI system, Airtel is setting a new standard in combating spam calls and texts. Previous attempts by telecom companies, including initiatives like the Do-Not-Disturb (DND) registry, have not been entirely successful in curbing unwanted communication. But Airtel’s system is unique because it operates on two layers of spam filtering: one at the network level and the other at the IT systems layer.
By studying 250 parameters for every call, such as the call’s origin, user behavior, and known patterns of spamming, the system can accurately flag calls in real time. This approach is proving to be highly effective, with a 97% success rate for spam calls and a 99.5% success rate for spam messages.
How Airtel’s AI Solution Differs from Other Platforms Like Truecaller
Unlike apps like Truecaller, which rely on crowdsourcing and user feedback to identify spam, Airtel’s AI filters detect spam calls and messages directly on the network without internet access. Truecaller works by accessing the user’s data connection to flag spam; however, Airtel’s solution works in real-time, ensuring that the spam warning appears instantly on the user’s dialer even if no internet is available.
Moreover, Vittal claims that Airtel’s approach may be more efficient than the Caller Name Presentation (CNAP) feature that the Telecom Regulatory Authority of India (TRAI) has recommended. Since CNAP displays the caller’s identity, it is not always a reliable technique to identify spammers, particularly when the SIM card being used for the spam is registered in someone else’s name.
Conclusion: A New Dawn for Spam-Free Communication
With Airtel’s AI-enabled technology, the company is making significant strides toward protecting its users from the relentless barrage of unwanted and fraudulent communications. The solution’s high success rate, combined with real-time detection, ensures a much-needed upgrade for Airtel’s subscribers. As the AI model continues to evolve and improve, we can expect even greater accuracy and further enhancements in the fight against spam. While challenges like international and OTT platform spam still exist, Airtel’s approach is undoubtedly a major step forward in the quest for a spam-free network.
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