Business: Bharti Airtel has taken a big step to address the growing problem of spam by introducing India's first AI-driven, network-based spam detection solution. It will be activated automatically for all Airtel users. This solution sets a new standard of telecom innovation by alerting customers about spam calls and SMS in real time without downloading any app or requesting service.

Eliminating the growing threat with the help of advanced AI

Spam calls and messages have been a chronic problem in India, affecting millions of mobile users every day. According to a recent industry data, India is among the top countries in the world in terms of being affected by spam calls and SMS, causing a lot of annoyance and privacy related threats.

Airtel 's new solution aims to overcome this challenge by leveraging artificial intelligence and machine learning. This will provide unparalleled security to Airtel customers.

Gopal Vittal, Managing Director and CEO, Bharti Airtel, said, “Spam has become a major concern for mobile users, impacting both their daily lives and their trust in digital communications. Today, we mark a milestone with the launch of India’s first AI-driven spam-free network, which will provide our customers with protection from intrusive and unwanted communications in their lives.”

Innovative dual-layer protection: A technology first

Airtel's solution is built on a unique dual-layer protection framework that integrates network-level defences with advanced IT systems. As all calls and SMSes pass through this dual-layer AI shield, the system processes 1.5 billion messages and 2.5 billion calls per day in just 2 milliseconds, which is equivalent to handling 1 trillion records in real time. This capability speaks volumes about the processing power and speed of the AI-driven system and makes it one of the most comprehensive spam detection tools available globally.

Airtel 's in-house team of data scientists developed this proprietary technology last year, which identifies communications by analysing patterns such as call frequency, duration and sender behaviour and classifies them as "suspected spam". The effectiveness of this solution is evident from the fact that it has identified 100 million potential spam calls and 3 million spam SMSes every day, setting a new industry standard in proactive management of spam.

Proactive alerts and protection from harmful links

In addition to identifying spam calls and SMS, Airtel's AI system provides additional protection against malicious content. The solution scans SMS in real time against a centralized database of blacklisted URLs and alerts users about suspicious links that may pose a security risk. This additional layer of security helps prevent phishing attacks and other digital threats that often go unnoticed.

Additionally, the tool can detect unusual patterns, such as frequent changes in IMEI numbers, which are often done in cases of fraud. This not only protects customers but also enhances the overall security of the network, making Airtel a leader in the fight against digital fraud.

Setting new standards for customer safety

This approach by Airtel underlines its commitment to improving customer experience through continuous innovation. Airtel is setting a new benchmark for the industry as India's first telecom operator to bring an AI-driven, network-based spam detection solution that puts user safety and convenience at the forefront in the rapidly changing digital landscape.

This launch solidifies Airtel's position as a technology-driven market leader focused on building a spam-free, secure and reliable network for its customers.