Airtel’s AI-powered network solution bids farewell to spam calls and SMSes in Assam, NE

Syllad | The Rising MeghalayaOctober 25, 2024

Bharti Airtel’s new AI-powered spam detection system has provided much-needed relief to customers in Assam and North East. In the 29 days since its launch, this pioneering telecom solution has successfully identified 112 million potential spam calls and 10 million spam SMS messages in Assam and North East.

All Airtel mobile customers in Assam and North East now have automatic access to the free solution without needing to request service or download an app.

Commenting on the launch, Rabi Mishra, Chief Executive Officer, Assam and Northeast, Bharti Airtel, said, “As connectivity increases, customers are encountering a rising tide of scams, fraud, and harmful messages that leave them feeling vulnerable. To address these digital challenges, Airtel is thrilled to unveil a state-of-the-art AI-driven solution designed to proactively detect suspected spam calls and texts. By utilizing advanced technology, Airtel is enhancing security for its 18 million customers in Assam and North East, fostering a safer communication landscape for all.”

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 centralized database of blacklisted URLs and every SMS is scanned in real-time by a state-of-the-art 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 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.