Maharashtra bids a final goodbye to spam calls and SMSes with Airtel’s AI-powered network solution

Pune, October 05th 2024: Bharti Airtel through its AI-powered spam detection solution has given much-needed relief to its customers in Maharashtra. In the last 7 days since its launch, the system, a first-of-its-kind solution by a telecom service provider, has been able to successfully identify 70 million potential spam calls and 1.2 million spam SMS in Maharashtra.

The solution, which is free of cost, has been auto activated for all Airtel customers without them having to raise a service request or download an app.

Commenting on the launch, George Mathen, Chief Executive Officer, Maharashtra and Goa, Bharti Airtel, said, “Every scam begins with a spam call. As a result, most people are reluctant to receive calls from numbers they do not recognize or to click on a link shared via SMS. With Airtel’s AI powered solution, all such fears can be put to rest. 33 million Airtel customers in Maharashtra no longer have to worry about any such frauds since Airtel has empowered them with a defense mechanism that will alert them to all such spam calls and SMSes in real time. Available only to Airtel customers, this solution will be one of the key differentiators compared to other service providers in the state. We are committed to working towards removing all annoying disturbances for our customers.”

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 centralised 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.