Bharti Airtel through its AI-powered spam detection solution has given much-needed relief to its customers in Rajasthan. In the last 10 days since its launch, the system, a first-of-its-kind solution by a telecom service provider, has been able to successfully identify 51 million potential spam calls and 1.6 million spam SMS in Rajasthan.
The solution, which is free of cost, has been auto activated for all Airtel customers without them having to raise a service request or download an app.
Commenting on the launch, Marut Dilawari, Chief Executive Officer, Rajasthan, Bharti Airtel, said, “In today’s digitized world, the threat of scams, fraud, and malicious communications has become a pervasive concern for customers. Airtel has risen to meet this pressing issue head-on with the introduction of its groundbreaking AI-powered solution. Seamlessly integrated into the robust Airtel ecosystem, this innovative technology equips all Airtel customers in Rajasthan with a powerful shield against the schemes of cybercriminals and scammers. With this remarkable innovation, Airtel has empowered its 23 million-strong customer base to navigate the digital landscape with unwavering confidence. Airtel has solidified its commitment to the safety and security of its customers and has set a new industry standard as a trusted telecom partner that truly prioritizes the safety of its customers.”
Developed in-house by Airtel’s data scientists, the AI-powered solution uses a proprietary algorithm to identify and classify calls and SMSes as “Suspected Spam”. The network powered by a state-of-the-art 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 cross-referencing this information against known spam patterns, the system flags suspected spam calls and SMSes accurately.
A dual-layered 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.In two milliseconds the solution processes 1.5 billion messages and 2.5 billion calls. This is equivalent to processing 1 trillion records on a real time basis using the power of AI.
Additionally, the solution also alerts customers to malicious links received via SMS. For this, Airtel has built a centralised database of blacklisted URLs, and every SMS is scanned in real time by a state-of-the-art 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 behaviour. By layering these protective measures, the company is ensuring its customers receive the maximum level of defence against the evolving landscape of spam and fraud threats.