Bharti Airtel has introduced an AI-powered spam detection solution designed to reduce spam calls and messages for its customers.
This new feature, which is free for all Airtel users, will alert customers in real-time about suspected spam calls and SMS. The service is automatically activated, without requiring customers to submit a service request or download additional apps.
Gopal Vittal, Managing Director and CEO of Bharti Airtel, highlighted the significance of the launch, stating, “Today marks a milestone as we launch the country’s first AI-powered spam-free network that will shield our customers from the onslaught of intrusive and unwanted communications.”
Recently, Truecaller, a platform for verifying contacts and blocking unwanted communication, said it enhanced AI-driven spam and fraud detection. Truecaller has 241.8 million daily active users in India.
Airtel’s AI solution operates with two layers of protection: one at the network level and another at the IT systems layer. It processes up to 1.5 billion messages and 2.5 billion calls every day, analyzing them in just 2 milliseconds. The company claims that its AI technology can detect 100 million spam calls and 3 million spam SMS daily.
The AI tool uses a proprietary algorithm developed by Airtel engineers, which evaluates multiple factors such as caller usage patterns, call/SMS frequency, and duration, accurately flagging suspected spam. Additionally, the system warns users about malicious links in SMS messages, supported by a centralized database of blacklisted URLs.
In line with government regulations, Airtel’s solution helps customers differentiate between legitimate service and promotional calls. Service-related calls will come from 10-digit numbers prefixed with “160,” while promotional calls, for customers who haven’t opted for Do-Not-Disturb (DND), will continue from numbers prefixed with “140.”
