Airtel’s AI-powered network solution has enabled customers in Tamil Nadu to bid farewell to the spam calls and SMSes

Chennai, October 9, 2024: Bharti Airtel’s new AI-powered spam detection system has provided much-needed relief to customers in Tamil Nadu. In the 12 days since its launch, this pioneering telecom solution has successfully identified 112 million potential spam calls and 3 million spam SMS messages in the state of Tamil Nadu.

All Airtel mobile customers in the state can now have automatic access to the free solution without needing to request service or download an app.

Commenting on the launch, Tarun Virmani, Chief Executive Officer, Tamil Nadu, Bharti Airtel, said, “In today’s digital landscape spam calls and suspicious texts have become a major concern for customers. To address this, Airtel proudly introduced an innovative AI-powered solution seamlessly integrated into the Airtel ecosystem, this solution allows users to enjoy its benefits without needing additional downloads or complex setup. This empowers 29.8 million of Airtel customers in Tamil Nadu with the peace of mind they deserve without worrying about falling victim to malicious actors. Through this innovative offering, Airtel has solidified its commitment to the safety and security of its customers, setting a new standard in the industry as a trusted telecom partner.”

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 accidently 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.

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