INDIAN TELCOS BATTLE TO TACKLE SPAMS WITH AI & REGULATIONS

S. Mohini Ratna,
Editor-VARINDIA

India’s telecom sector is engaged in an aggressive campaign to tackle the rising menace of spam calls and messages. The increasing abuse of digital communication channels has prompted both regulatory bodies and telecom operators to implement decisive measures aimed at protecting consumers and preserving the integrity of mobile networks.

The Telecom Regulatory Authority of India (TRAI) has responded with a revised regulatory framework that introduces stringent compliance standards. A key highlight is the graded penalty mechanism—imposing fines of ₹2 lakh for a first offense, escalating to ₹10 lakh for repeated violations if spam volumes are misrepresented by telecom operators. This structure places a strong emphasis on operator responsibility and transparency.

To enforce these rules, TRAI has mandated that telcos perform real-time analytics on calling and messaging behavior. The parameters include high-frequency calling, brief call durations, and disproportionate outbound-to-inbound call ratios. These indicators help filter out fraudulent behavior from legitimate usage patterns, ensuring accurate detection and faster intervention against unsolicited commercial communication (UCC).
 
Bharti Airtel has emerged as a pioneer in deploying advanced technological solutions in this domain. In September 2024, the company unveiled an AI-driven detection system capable of scanning 1,560 calls every second. Since its deployment, over 27.5 billion calls have been flagged, reducing spam for its user base by a notable margin and affirming the tool’s operational strength.

Bharti Airtel has announced a major upgrade to its AI-based spam detection tool, expanding its capabilities to identify spam calls originating from international numbers. This enhancement aims to tackle the growing threat of cross-border spam, which has seen a notable increase in recent months.
In a move to improve accessibility and user experience, Airtel has also introduced multilingual spam alerts. Users will now receive notifications in ten Indian languages: Hindi, Marathi, Bengali, Gujarati, Tamil, Kannada, Malayalam, Telugu, Punjabi, and Urdu. This update ensures that subscribers across different regions can easily understand and respond to spam warnings in their preferred language.

This feature, available for Android users and automatically enabled, enhances inclusivity and ensures that users from different regions can understand and act on warnings effectively.

The growing incidence of international spam calls presents a new and complex threat. Over the past half-year, there has been a 12% uptick in such cases, as fraudsters increasingly utilize foreign networks to evade domestic monitoring systems. In response, Airtel has broadened the scope of its AI tool to examine and flag potentially harmful communications originating from outside India.

This move reflects the evolving nature of spam, which now includes cross-border manipulation and fraud attempts. By addressing this trend, Airtel reinforces its commitment to safeguarding subscribers against advanced and dynamic threats that transcend geographical boundaries and bypass conventional controls.

Behind the scenes, Airtel’s engineers and data scientists continue to optimize the platform through an iterative development model. The system integrates insights drawn from user reports and behavioral trends to anticipate and neutralize newer spam tactics. This adaptive learning approach keeps the detection algorithm agile and responsive to the ever-changing threat landscape.

Launched in September 2024, Airtel’s AI-powered anti-spam tool identifies 1,560 spam calls per second, reducing unwanted communications by 16%. Enhancing accessibility, Airtel now offers multilingual spam alerts. All new features, including international spam detection, are automatically activated for customers at no extra cost, ensuring a safer digital experience.

The TRAI’s firm regulatory hand is not limited to Airtel; it extends to all Indian telcos including Reliance Jio, Vodafone Idea, and BSNL. By holding operators accountable and demanding advanced analytic capabilities, TRAI ensures that anti-spam efforts are standardized across the industry, preventing any operator from circumventing obligations.

This alignment of policy and innovation is gradually creating a more secure digital communication environment. As spam call rates begin to decline, users are experiencing fewer disruptions, and trust in telecom services is on the rise. Such progress also underlines the effectiveness of combining rule enforcement with smart technologies.

However, challenges persist, and the fight against spam is far from over. While AI- powered tools and financial deterrents have contributed to measurable improvements, the growing use of over-the-top (OTT) platforms for spam dissemination calls and expanded regulatory coverage are more comprehensive strategies.

Going forward, a multi-pronged approach will be essential to keep pace with sophisticated spam mechanisms. This includes ongoing system upgrades, broader collaboration between telcos and regulators, and active consumer participation. Reporting spam, remaining alert, and enabling protective features will empower users to contribute to a safer telecom ecosystem.