Airtel, Google partner to check spam in messages

Bharti Airtel will use its AI-powered spam protection tool on text messages, including web links sent through Google’s messaging platform, to protect its customers from potential digital fraud as part of a collaboration between the two firms, the telecom operator said on Sunday.

Following the partnership, Bharti Airtel has also called on other internet-based applications to work with it to combat spam messages.

“By combining Airtel’s network intelligence with Google’s Rich Communication Services (RCS) platform and spam filtering, users enjoy the RCS messaging experience with interactive elements such as high-quality photo/video and message reactions, while also benefiting from advanced protections that significantly reduce mobile spam and digital fraud,” the statement said.

Airtel claims to have blocked a staggering 7,100 crore spam calls and 290 crore spam SMS through its AI-powered tools in the last 1.5 years, leading to a massive 68.7% drop in the value of financial losses on its network.

Many internet-based applications provide bulk messaging services where senders can include web links for transactions.

“We have now partnered with Google to take customer protection beyond the telecommunications space and make the rich messaging platform safer and more secure. We now call on larger OTT communication platforms to work with us and ensure customers are protected from the threat of spam and financial fraud,” said Gopal Vittal Executive Vice President, Bharti Airtel. he said.

Airtel said traditional mobile networks offer messaging services that operate under security standards and telecommunications-level protections, but many other non-telecommunications platforms and standalone applications lack these security measures.

“These channels are therefore increasingly being exploited by sophisticated bad actors and are becoming common tools for financial fraud and invasive spam. This innovative partnership between Airtel and Google is designed to bridge this gap by extending the responsibility of telecom-level security measures to the modern messaging experience,” the statement said.

By integrating Airtel’s intelligence into its RCS platform and Google’s existing spam protections, companies are setting a new standard for secure carrier-assisted messaging service, the company said.

Sameer Samat, Head of Android Ecosystem at Google, said that brands that use the messaging service for corporate communication can increase the trust of their customers by ensuring that they easily distinguish legitimate business messages from spam without these strict controls and protect themselves from potential risks that can arise on other messaging platforms.

Samat said, “The solution will enable brands to engage more deeply with their customers, who will feel safer and more in control. This will lead to lasting customer relationships, which are essential for business growth and success.”