Business EconomyPosted at: Oct 15 2024 6:56PM


Airtel AI-system empowers customers to flag unwanted spam calls

Kochi, Oct 15 (UNI) Bharti Airtel's new AI-powered spam detection system has provided much-needed relief to customers in Kerala.
In the 19 days since its launch, this pioneering telecom solution has successfully identified 55 million potential spam calls and 1 million spam SMS messages in the state of Kerala.
All Airtel mobile customers in the state can now have automatic access to the free solution without needing to request service or download an app.
Commenting on the launch, Amit Gupta, Chief Operating Officer, Kerala, Bharti Airtel said, “As connectivity becomes more ubiquitous, customers now face a growing wave of scams, fraud, and malicious communications that can leave them feeling vulnerable."
"In response, we are delighted to bring a cutting-edge AI-driven solution to proactively detect suspected spam calls and messages."
"By leveraging advanced technology to combat these digital threats, Airtel is enhancing protection for its 8.8 Million strong customer base and contributing to a safer communication landscape for all.”
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 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.
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