Bharti Airtel is set to enhance user experience by rolling out an artificial intelligence (AI)-enabled technology aimed at curbing spam calls and messages. Managing Director and CEO Gopal Vittal announced that this innovative solution will be implemented starting at midnight on September 26.

This in-house developed AI-powered solution uses a proprietary algorithm to identify and classify calls and SMS as ‘Suspected SPAM.’ The system leverages a state-of-the-art AI algorithm that analyzes various parameters in real-time, including caller or sender usage patterns, call/SMS frequency, call duration, and other relevant factors. By cross-referencing these metrics against established spam patterns, the technology can accurately flag suspected spam communications, IANS reported.

“Our solution analyzes calls within just 2 milliseconds, processing approximately 1.5 billion messages and 2.5 billion calls each day,” Vittal stated. “It has successfully identified around 100 million potential spam calls and 3 million spam SMS messages originating daily.” This service will be available free of charge to all Airtel smartphone users.

While the technology will alert users about suspected spam, it will not automatically block these calls or messages. Users will retain control over whether to block flagged communications, as the system acknowledges the possibility of ‘false positives,’ where legitimate calls may be misidentified as spam.

Vittal acknowledged a current limitation, stating that the solution will not help with spam calls received through over-the-top (OTT) applications like WhatsApp, describing it as a significant pain point that remains unaddressed.

Additionally, Airtel’s new solution offers protection against malicious links sent via SMS. To safeguard users, the company has established a centralized database of blacklisted URLs. Each SMS is scanned in real-time using advanced AI technology, providing users with warnings against clicking on suspicious links.

The comprehensive solution also detects unusual activity, such as frequent changes in IMEI numbers, which can indicate fraudulent behavior. By implementing these multi-layered protective measures, Airtel aims to provide its customers with enhanced security against the evolving threats of spam and fraud.

As Airtel continues to innovate in the telecommunications sector, this initiative marks a significant step towards a safer and more efficient communication experience for its users.