Bharti Airtel, India’s second-largest telecom operator, launched a free AI-powered spam-detection system for all customers on Wednesday, aiming to curb the country’s raging unwanted calls and messages while also calling for stricter regulation of WhatsApp and other messaging platforms.

The company claims the solution is India’s first network-based, AI-powered, spam-detection system. The feature will alert Airtel’s customers in real time to suspected spam calls and text messages and will automatically activate for all users at no additional cost. Airtel has about 387 million wireless subscribers in India. 

Indians have long grappled with a relentless barrage of spam. A recent survey by startup LocalCircles found that a staggering 95% of users report receiving unwanted calls every day, with most facing at least three such intrusions a day. The government’s “Do Not Disturb” (DND) registry has proven largely ineffective, with 90% of registered users still plagued by spammers, the survey found. 

Gopal Vittal, managing director and CEO of Bharti Airtel, said the telecom operator spent 12 months building the new spam-detection system. “Spam has become a menace for customers,” he said.

Vittal also called for stricter regulatory oversight on messaging platforms, including WhatsApp, to safeguard customers. WhatsApp users in India, its largest market, have been complaining about the rise of spam texts from brands for many years.

Airtel said the new system employs a dual-layer protection mechanism, filtering communications at both the network and IT systems layers. Airtel’s data scientists apparently developed a proprietary algorithm that analyzes various parameters such as caller usage patterns, call frequency, and duration in real time, the company said. 

This AI-powered solution will process a staggering 1.5 billion messages and 2.5 billion calls daily and can identify 100 million potential spam calls and 3 million spam SMS messages every day, the company said. 

Beyond filtering, the AI system also scans SMS content for malicious links, cross-referencing against a centralized database of blacklisted URLs. This additional layer of protection aims to prevent users from accidentally clicking on suspicious links, a common vector for fraud and phishing attempts.

The system can also detect anomalies such as frequent IMEI changes, which are often indicators of fraudulent behavior, the company said.

India’s phone spam problem extends beyond mere annoyance. There’s also been a marked rise in Indians reporting calls from scammers impersonating government authorities, delivery services, and credit providers.