Airtel’s new AI solution can cut down spam calls, messages for users

Those plagued with spam calls already know the struggle of blocking new callers every single day. And, let’s face it, there’s nothing we haven’t tried. While companies like Truecaller and Google are introducing smarter ways to tackle malicious callers, fraudsters, too, are learning newer ways to target smartphones.

In an attempt to tackle these concerns, Airtel recently announced its move to tackle suspected spam calls with AI help. Here’s everything you need to know:

Airtel's AI tool for spam calls: What is it and how will it work?

Airtel’s latest addition will work a lot on the lines of the Swedish Caller ID and security app: Truecaller. However, if you’re an Airtel user, you will have access to the service by default. According to Bharti Airtel chief executive Gopal Vittal, this will also make Airtel the country’s ‘first AI-powered spam-free network’.

The feature will automatically flag a spam call with ‘Suspected Spam’, marking users safe from potential threats. The company mentions how this is achieved by putting a call or SMS through two essential filters. One of these is at the network level and the other at the IT systems layer. If that’s not all, Airtel also mentions how its proprietary AI algorithm will analyse 250 different parameters related to suspected calls in only two milliseconds.

Among these, the company will study the velocity of calls, location of the device, frequency of the device change, number of unanswered calls, volume of calls, DND complaints, as well as incoming and outgoing call trends of the caller. It also claims to analyse the frequency of SIM change, and duration of the call, along with inputs from cyber cell, if any. By cross-referencing this against well-known scam patterns, the company states that it will be able to flag suspected calls effectively.

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When it comes to SMSes, Airtel’s AI model will be able to cross-check links against a centralised database of blacklisted URLs. It will also detect frequent changes in IMEI numbers. The network provider also clarified that the company will not be able to read the content of the message and only verify the links or URLs present in it.

How is the new tool any different from other spam detection services and apps?

During the address, the company mentioned how apps like Truecaller can only potentially identify spam calls instead of flagging them in real-time. Earlier this year, the Telecom Regulatory Authority of India (TRAI), also announced a crackdown on spam calls and texts with its Calling Name Presentation or CNAP. However, Airtel mentions how this, too, is not completely effective as several subscribers may not have a SIM card to their name.

ALSO READ: How to block spam calls on iPhones

In an interview with Live Mint, the company additionally claimed to have already identified 115 million spam calls and 3.6 million spam messages. While it is a known fact that AI spam detection mechanisms don’t often work in the case of serious repeat offenders, Airtel mentions how this number is set to rise in the coming days with the company extending the feature to feature phone users as well.