Airtel’s new tool will provide real-time alerts to customers about suspected spam calls and SMS messages.

Telecom giant Bharti Airtel has introduced India's first AI-powered spam detection solution, designed to tackle the growing problem of spam calls and messages. The increasing number of promotional voice calls and messages from unregistered marketers has become a significant nuisance for mobile users across the country.

Airtel’s new tool will provide real-time alerts to customers about suspected spam calls and SMS messages. The solution is free of charge and will be automatically activated for all Airtel customers, eliminating the need for them to request the service or download any additional applications.

"Spam has become a major concern for our customers. We have spent the last 12 months developing a comprehensive solution to address this issue," said Gopal Vittal, Managing Director and CEO of Bharti Airtel.

"Our system is now identifying 100 million potential spam calls and 3 million spam SMS messages every day. Ensuring the security of our customers is a top priority for us," Vittal added.

Developed by Airtel’s in-house data scientists, the AI-powered solution employs a proprietary algorithm to identify and categorize calls and messages as "Suspected SPAM." The company asserts that this system can accurately flag suspected spam calls and SMS messages.

In addition to identifying spam, Airtel’s solution also alerts customers about malicious links sent via SMS. The system maintains a centralized database of blacklisted URLs, and each SMS is scanned in real-time by the AI algorithm to warn users against clicking on potentially harmful links.

This move comes after the Telecom Regulatory Authority of India (TRAI) recently mandated all service providers to block promotional voice calls—whether pre-recorded, computer-generated, or otherwise—from unregistered senders and telemarketers, in a bid to curb the increasing menace of spam communications.