Bharti Airtel is tackling the increasing threat of cyber fraud using network intelligence and AI to detect spammers, according to CEO Gopal Vittal. He urged customers to be cautious with the new spam indicator feature. TRAI and the telecom industry have intensified efforts to combat spam, with new regulations on approved URLs effective from October 1.

An HDFC Bank spokesperson confirmed compliance with the current norms, expressing confidence in meeting requirements without issues. Meanwhile, Vittal assured subscribers that Airtel remains committed to identifying and blocking verified scammers permanently from its network.

Network Intelligence and AI in Action

Airtel has employed network intelligence and AI over the past six months to scrutinise call patterns and accurately pinpoint spammers. Vittal emphasised that cyber frauds often start with a simple call or SMS, affecting even tech-savvy individuals. He highlighted the need for everyone to find ways to protect themselves.

Vittal stated that Airtel’s efforts in this area will be ongoing and consistent. Once spammers are identified, their numbers are tagged so users receive a “Suspected Spam” alert when called by such numbers. Similar alerts are provided for SMS messages containing malicious links or fraudulent content.

Seamless User Experience

Airtel aims to integrate these alerts into the mobile experience naturally, ensuring subscribers remain vigilant for the “Suspected Spam” indicator with every call or SMS. Vittal assured users that no additional actions are required on their part, as this service is built into the network.

The service operates seamlessly without needing any app downloads, feature activations, permissions, or extra charges. This initiative is significant against TRAI’s recent measures against telemarketers and spammers to safeguard consumers from fraudulent activities.

Regulatory Measures

TRAI has been firm on curbing unwanted telemarketing and spam activities. Telecom operators were instructed to halt unapproved message transmissions by September 1. However, this deadline was extended to October 1 after some operators requested more time.

Airtel’s new solution positions it as India’s first Spam Fighting Network, aiming to boost user confidence and security against spam calls and messages. Vittal’s communication underscores Airtel’s dedication to protecting its customers from cyber threats.