Mumbai, April 9: Bharti Airtel, India’s second-largest telecom operator, is exploring partnerships with over-the-top (OTT) communication service providers to tackle spam issues in the country. The company has been actively deploying artificial intelligence (AI) to enhance its spam reduction efforts.
Rahul Vatts, Airtel’s Chief Regulatory Officer, shared insights with ET, stating, “We look forward to collaborating with the entire industry ecosystem and other OTT players on this initiative. The results will undoubtedly please our customers.”
Airtel has successfully partnered with major players like Google, enabling all Rich Communication Services (RCS) traffic to flow through Airtel’s spam filters. “Google processes the RCS messages based on the signals we generate,” Vatts explained.
Recently, Airtel introduced RCS support for its customers, a significant shift for the company, which had previously resisted this move due to spam concerns. Airtel has been vocal about its commitment to reducing spam and fraudulent communications. Customers have been receiving real-time spam alerts on calls and messages, a feature that has now been adopted by other telecom operators as well.
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