Airtel reported a significant impact on its network following the launch of its AI-backed spam detection tool. On the first day of implementation, the telecom operator identified over 115 million spam calls and 3.6 million spam messages.
This initiative aims to enhance customer experience by reducing unwanted communications and demonstrates Airtel’s commitment to leveraging technology for improved service quality.
In a ground breaking effort to tackle the spam problem in India, Bharti Airtel has launched the country’s first network-based, AI-powered spam detection solution. This innovative tool is designed to significantly reduce spam calls and messages for customers, providing real-time alerts for suspected spam communications without requiring users to download an app or submit a service request.
Gopal Vittal, Managing Director and CEO of Bharti Airtel, emphasized the urgency of addressing spam, stating, “Spam has become a menace for customers. We have spent the last twelve months to solve this comprehensively.” He described the launch as a milestone, marking the introduction of an AI-powered spam-free network that aims to protect customers from intrusive communications.
The solution operates with a dual-layer protection system—one filter at the network layer and another at the IT systems layer. This advanced AI framework processes 1.5 billion messages and 2.5 billion calls daily, effectively analyzing and identifying potential spam in just 2 milliseconds. Airtel’s AI system successfully detects around 100 million spam calls and 3 million spam messages each day.
Developed by Airtel’s in-house data scientists, the AI algorithm classifies calls and SMS messages as “Suspected SPAM” by examining various parameters, including usage patterns, frequency, and call duration. By cross-referencing this data with known spam behaviors, the system accurately flags suspicious communications.
Moreover, the solution alerts users about malicious links received via SMS by scanning messages against a centralized database of blacklisted URLs. It also identifies anomalies, such as frequent IMEI changes, which can indicate fraudulent activity. Through these robust protective measures, Airtel aims to provide its customers with comprehensive defense against the evolving threats of spam and fraud.
The Government of India (GoI) has allocated 10-digit numbers with the prefix 160 to for service and transactional calls. Customers can expect to receive calls from these 160-prefix series assigned to Banks, Mutual Funds, Insurance Companies, Stockbrokers, other financial institutions, Corporates, Enterprises, SMEs, big and small businesses used for making transactional and service calls.
Additionally, those customers who have not opted for Do-not-disturb (DND) and have subscribed to receiving promotional calls will continue to receive them from a 10-digit number with the prefix 140.
About Bharti Airtel Limited: Headquartered in India, Airtel is a global communications solutions provider with over 550 million customers in 17 countries across South Asia and Africa. The company ranks amongst the top three mobile operators globally and its networks cover over two billion people. Airtel is India’s largest integrated communications solutions provider and the second largest mobile operator in Africa.
