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Airtel partners with Google RCS for AI spam filtering in India
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Bharti Airtel on Sunday partnered with Google to expand its artificial intelligence (AI)-driven spam filtering solutions to Google’s Rich Communications Service (RCS) platform, as part of its efforts to develop a safe digital ecosystem in India.
Airtel, along with its peers, has been combating spam and digital fraud through AI-powered initiatives to protect customers across calls and messages.
The Sunil Mittal-led telco said it has, to date, blocked a staggering 71 billion spam calls and 2.9 billion spam SMS messages, leading to a 68.7% decrease in the value of financial losses on its network.
While spam – or unsolicited commercial communications (UCC) – on mobile networks is regulated through various measures, including the telecom regulator’s (TRAI) Telecom Commercial Communication Customer Preference Regulation (TCCCPR), 2018 rules, similar steps have yet to be taken for the likes of Google RCS and other over-the-top (OTT) communication platforms.
Airtel said its partnership with Google extends the accountability of “telecom-grade safeguards” to modern messaging applications by integrating Airtel’s intelligence into the RCS platform and Google’s existing spam protections.
“In a pioneering initiative, we have now partnered with Google to extend customer protection beyond the telco domain and made the rich messaging platform safer and more secure,” said Gopal Vittal, executive vice chairman, Bharti Airtel. “We now call on the broader OTT communication platforms to work with us and make sure that customers are protected from the spam and financial fraud menace.”
Sameer Samat, president (Android ecosystem), Google, said, “This pioneering partnership in India with Airtel helps ensure that mobile users can communicate with confidence.”
Samat added that Google is committed to continuing to work with telecom carriers to standardise messaging security and create a “consistent and trusted messaging experience for all RCS messaging users around the world”.
Brands leveraging the messaging service for enterprise communications will be able to foster trust amongst their customers by enabling them to easily distinguish legitimate business messages from spam and stay protected from potential risks that may emerge in other messaging platforms without these stringent checks.
As a result, the Google RCS platform will offer stringent checks to validate message sender’s identity using telco-backed business identity checks; adhere to subscribers’ do-not-disturb (DND) preferences by categorising communications as promotional or transactional and imposing restrictions accordingly; and block spam business messages from landing on customers’ devices.
The platform will further filter malicious domains through a multitiered threat detection layer, and help keep users safe by throttling messages from individual senders who have been jointly flagged by Google and Airtel’s AI-powered spam filters.
