In its continuous battle against spam, Bharti Airtel unveiled two new features, such as the ability to detect international calls and SMS messages and displayed spam alerts in 10 Indian languages.

Amid a 12 percent increase in such attempts over the past six months, Airtel stated that it anticipates eradicating the worrying and expanding trend of spam calls coming from overseas and being routed into India by scammers.

"Following the launch of its AI-powered spam detection tool that flagged over 27.5 billion calls as spam to its customers, Airtel today announced the introduction of two significant enhancements aimed at staying ahead of spammers," the company said.

Consumers will now be able to receive spam notifications in the Indian languages of their choice for calls and SMS messaging.

"This new feature will be available in nine vernacular languages, with plans to add more in the future”, the company says.

Additionally, users will now be screened and alerted to all spam calls and SMSes coming from international networks using Airtel's AI-powered technology.

 

"Once Airtel intensified its efforts to combat domestic spam calls, scamsters and spammers resorted to exploiting foreign networks to funnel fraudulent calls into India. This alarming trend resulted in a 12 per cent increase in overseas spam calls in the last six months," the company says.

Airtel anticipates that the new feature would eliminate this escalating problem.

Siddharth Sharma, Director Marketing and CEO Connected Homes, Bharti Airtel, said: "Customers and their feedback are at the heart of everything we do. After carefully analysing customer feedback, we have enhanced our solutions to better serve the linguistic diversity of India".

The company has also chosen to extend its AI-powered technology to scan all SMS messages and phone calls coming from international lines due to the increasing amount of spam traffic moving to foreign networks, Sharma added.

Users will now receive notifications in 10 Indian languages—Hindi, Marathi, Bengali, Gujarati, Tamil, Kannada, Malayalam, Urdu, Punjabi, and Telugu—about calls and texts from both domestic and international numbers thanks to the updated AI-driven spam solution.

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"Spam alert notifications using vernacular languages are only accessible to customers using Android devices. All these features continue to be free for customers and will get auto-activated for all Airtel customers without them having to raise a service request," the company said.