Airtel’s AI-powered network solution bids farewell to spam calls and SMSes in Madhya Pradesh and Chhattisgarh

Free of cost solution with automatic activation for Airtel customers on all devices

Indore, October 09, 2024: Bharti Airtel’s new AI-powered spam detection system has provided much-needed relief to customers in Madhya Pradesh and Chhattisgarh. In the 12 days since its launch, this pioneering telecom solution has successfully identified 57 million potential spam calls and 1.3 million spam SMS messages in these two states.

All Airtel mobile customers in Madhya Pradesh and Chhattisgarh now have automatic access to the free solution without needing to request service or download an app.

Commenting on the launch, Ritesh Agrawal, Chief Executive Officer, Madhya Pradesh and Chhattisgarh, Bharti Airtel, said, “In today’s rapidly digitizing world, customers face a pervasive threat of scams, fraud, and malicious communications, leaving many feeling vulnerable and unsure of how to protect themselves. Today, Airtel has risen to meet this pressing issue head-on with the introduction of its groundbreaking AI-powered solution. By proactively identifying malicious calls and messages this remarkable innovation has empowered Airtel’s 16 million-strong customer base in Madhya Pradesh and Chhattisgarh to navigate the digital landscape with unwavering confidence. Airtel has solidified its commitment to customer safety and security, setting a new industry standard as a trusted telecom partner that prioritizes the well-being and peace of mind of those it serves.”

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 centralized 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 behavior. By layering these protective measures, the company is ensuring its customers receive the maximum level of defense against the evolving landscape of spam and fraud threats.