Meta is joining forces with the Misinformation Combat Alliance (MCA) to launch a fact-checking helpline on WhatsApp, targeting the surge of deepfakes and misleading content. This initiative is set to provide users with access to verified information, countering deceiving deepfakes that can impact public opinion on crucial matters.

How to use Meta’s WhatsApp chatbot to report misinformation?

Users can report suspicious content through a WhatsApp chatbot, where MCA, alongside independent fact-checkers and research organizations, will work to verify and debunk false claims. The helpline will offer support in multiple languages, including English, Hindi, Tamil, and Telugu, catering to India’s diverse population.

A central ‘deepfake analysis unit’ will be set up by MCA to process these reports. They will work closely with member organizations and industry partners to ensure the accuracy of information circulated on social media.

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Meta’s approach encompasses detection, prevention, reporting, and raising awareness to fight the spread of deepfakes. This collaboration is part of Meta’s broader effort to empower users with reliable information, including their recent moves to label AI-generated images on Facebook, Instagram, and Threads.

The MCA’s WhatsApp helpline is expected to be available from March 2024.

Why it matters? Shivnath Thukral, Director of Public Policy India at Meta, highlights the need for concrete, collaborative industry efforts to tackle AI-generated misinformation, particularly in the context of the 2024 elections.

Bharat Gupta, President of MCA, stresses the importance of the Deepfakes Analysis Unit as a critical step in combating AI-driven misinformation. The unit, supported by Meta, will bring together a range of experts, including fact-checkers, journalists, and forensic specialists, to maintain a healthy information ecosystem. The MCA invites additional stakeholders to join this important endeavour.

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