Airtel’s AI-Powered Spam Blocker Shows Network-Based Tools Are A Mixed Bag: Here’s Why

Airtel announced its AI-powered spam block and alert system that is available to millions of its subscribers free of cost. As the name suggests, the telco will be using the AI technology to detect and alert users whenever they get a spam message or call. You might say these features are already available with apps like Truecaller that claims to have over 300 million users in India alone.

So, how is a network-based spam alert tool different and is it more effective than the other solutions available in the market? We have been observing the feature, its behaviour to give you some idea about its early impact.

AI-Based Tech Gives Spam Alert

Airtel’s pitch is clear, it wants the subscribers to be warned about possible spam calls or messages. The telco claims it has fed the AI model with a large trove of data based on earlier spam incidents and made the network to analyse any such caller passing through its database.

Once it sees a culprit, the Airtel user sees the ‘Suspected Spam’ label when the call rings on the phone. This is also applicable when you get a spam message with a dangerous and fraud website link attached in the message.

The feature works through the default dialer app on the smartphone and it does manage to track down these irritant spam content.

Not All Rosy Yet

The spam alert does work but one cannot deny the feature is a hit and miss. Funnily enough, Airtel doesn’t mark its own calls and SMSs with the spam label which suggests a certain bias from the operator towards its own content. We’re happy to be proven wrong.

The other issue with the spam alert is that messages without the URL link or an apk link seems to clear Airtel’s AI checks and make its way to our inbox.

Spam Is A Telco-Agnostic Problem

While it is good to have Airtel adopt this technology to solve one of the biggest pain points for the mobile users, a lot more is needed to be done to make it a nationwide success. We need all the telcos to combine forces, even share their databases if required to tackle the spam problem.

There is a reason why a third-party app like Truecaller which works on Airtel, Vi, Jio or even BSNL network is a better solution to adopt and the telecom authorities need to chart out a roadmap that looks to kill an industry that has made a living for many years.