Maharashtra Takes a Stand Against Spam Calls and SMS with Airtel’s AI-Powered Network

Pune, 3rd October 2024: In a significant step towards curbing the growing menace of spam calls and SMS, Bharti Airtel has introduced an AI-driven solution, providing much-needed relief to its customers across Maharashtra. Since its launch just a week ago, the innovative system has identified and blocked 70 million potential spam calls and 1.2 million spam SMS in the state, marking a major victory in the fight against unsolicited communication.

The AI-powered spam detection service, a pioneering effort by Airtel in the telecom sector, automatically protects all Airtel customers in Maharashtra without the need for any additional app or service request. The solution has been implemented at no extra cost to users.

George Mathen, Chief Executive Officer, Maharashtra and Goa, Bharti Airtel, expressed his enthusiasm about the new technology, stating, “Spam calls are often the starting point for various scams. Many people hesitate to answer unfamiliar numbers or click on SMS links, fearing fraud. With Airtel’s AI-powered solution, these concerns are addressed effectively. Our 33 million customers in Maharashtra can now feel secure, knowing they have a system in place that actively monitors and alerts them to potential spam in real time. This technology sets Airtel apart in terms of protecting our users from fraud and ensuring a smoother, safer communication experience.”

The AI technology, developed in-house by Airtel’s data science team, employs an advanced proprietary algorithm to detect and classify calls and SMS as “suspected spam.” The system analyzes various factors, such as caller behavior, frequency, and duration of calls or messages, comparing these with known spam patterns. This real-time analysis allows the network to accurately flag spam communication.

The system offers dual-layer protection, with two levels of filtering – one at the network layer and another within Airtel’s IT infrastructure. Every call and SMS is screened through this two-tiered AI defense, and the technology processes 1.5 billion messages and 2.5 billion calls within just two milliseconds. This scale of analysis is equivalent to handling 1 trillion data records in real-time, utilizing AI to detect and prevent spam.

Additionally, Airtel’s AI solution also helps protect customers from malicious SMS links. The company has developed a centralized database of blacklisted URLs, and each SMS is scanned in real time to prevent users from accidentally clicking on harmful links. The AI system also monitors suspicious activities, such as frequent changes to device IMEI numbers, a common indicator of fraudulent behavior.

By integrating these layers of protection, Airtel is ensuring that its customers have maximum security from the rapidly evolving landscape of spam and fraud, providing a much-needed safeguard in today’s digital age.