In a move to combat the menace of spam calls and messages, Bharti Airtel has rolled out a network-based, AI-powered solution.
What Happened: Bharti Airtel unveiled a unique AI-powered network solution designed to curb spam calls and messages, the company said in a press release on Wednesday.
This first-of-its-kind tool in India will provide real-time alerts to customers about suspected spam calls and text messages. The service is complimentary and will be automatically activated for all Airtel customers.
The solution, an in-house innovation by Airtel's data scientists, employs an algorithm to identify and categorise calls and text messages as “suspected SPAM”. The network, powered by an AI algorithm, will analyse various parameters such as the caller or sender’s usage patterns, call and text message frequency and call duration, among others, in real time.
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The system also alerts customers to malicious links received via SMS. Airtel has created a centralised database of blacklisted web addresses and every text message is scanned in real time by a sophisticated AI algorithm to caution users from accidentally clicking on suspicious links.
The solution can also detect anomalies such as frequent IMEI changes – a typical indicator of fraudulent behaviour. By implementing these protective measures, the company aims to provide its customers with the highest level of defence against the evolving landscape of spam and fraud threats.
Gopal Vittal, managing director and CEO of Bharti Airtel, stated, “Spam has become a nuisance for customers. We have spent the last twelve months working on a comprehensive solution. Today marks a milestone as we launch the country's first AI-powered spam-free network that will protect our customers from the continuous onslaught of intrusive and unwanted communications.”
Price Action: Shares of Bharti Airtel were trading flat at ₹1,748.55 on Monday
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