Airtel uses AI to combat widespread spam calls in India

Bharti Airtel, India’s second-largest telecom operator, on Wednesday said it has rolled out an AI-powered spam detection solution to all its customers in a bid to stem the rising number of spam calls and messages in the world’s most populous country.

The Google-backed company announced the launch of what it claims is India’s first web-based, AI-powered spam detection system. The feature will notify Airtel customers in real time about suspicious spam calls and text messages, automatically activating for all users at no extra cost. Airtel has about 387 million wireless subscribers in India.

Indians have long struggled with a relentless barrage of spam. A recent study by startup LocalCircles found that as many as 95% of users report receiving spam calls daily, with most experiencing at least three such intrusions. The government’s “Do Not Disturb” (DND) registry has proven largely ineffective, with 90% of registered users still being harassed by spammers, the study found.

Gopal Vittal, managing director and CEO of Bharti Airtel, said the telecom operator spent 12 months building a new spam detection system. “Spam has become a nuisance for customers,” he said.

The new system uses a dual-layer protection mechanism, filtering communications both at the network and IT level. Airtel data scientists have developed a proprietary algorithm that analyzes various parameters like call usage patterns, call frequency and duration in real time, the company said.

The AI-powered solution processes a staggering 1.5 billion messages and 2.5 billion calls per day – equivalent to 1 trillion records processed in real time. Airtel’s new system was able to identify 100 million potential spam calls and 3 million spam SMS sent every day, the company said.

In addition to filtering calls and messages, the AI ​​system also scans SMS content for malicious links by referencing a centralized database of blacklisted URLs. This extra layer of protection is designed to prevent users from accidentally clicking on suspicious links, a common vector for scams and phishing attempts.

The company said the system can also detect irregularities such as frequent IMEI number changes, which often indicate fraud attempts.

The problem of Indian phone spam goes beyond mere annoyance. There has also been a significant increase in the number of Indians reporting calls from scammers posing as government authorities, courier companies and credit providers.