iWorld
Airtel, Google collaborate to block spam messages with web links
Google says safer RCS will boost trust in business messaging
GURUGRAM: Bharti Airtel will roll out its AI-powered spam protection tool on text messages sent via Google’s messaging platform, extending its anti-fraud shield beyond the traditional telecom network.
The partnership integrates Airtel’s network intelligence with Google’s Rich Communications Services (RCS) platform and built-in spam filters. Users will retain RCS features such as high-resolution photos, video and interactive message reactions, while gaining stronger protection against mobile spam and digital fraud.
Airtel says its AI systems have blocked 7,100 crore spam calls and 290 crore spam SMSes over the past 18 months. The company claims this drove a 68.7 per cent drop in the value of financial losses on its network during that period.
The move reflects a growing concern over internet-based bulk messaging services, which often embed transaction links and are increasingly exploited by fraudsters.
Bharti Airtel executive vice chairman Gopal Vittal, said the partnership pushes customer protection beyond the telco domain. He urged over-the-top communication platforms to collaborate in curbing spam and financial fraud, arguing that many non-telco apps lack the stringent safeguards embedded in carrier-grade systems.
Airtel noted that traditional mobile networks operate under defined safety standards. By contrast, several standalone messaging apps have become fertile ground for “sophisticated bad actors”, turning into common conduits for invasive spam and financial scams.
The integration with Google aims to close that gap. By embedding Airtel’s intelligence layer into RCS, alongside Google’s own spam protections, the companies say they are creating a carrier-backed messaging environment with higher accountability.
Google Android ecosystem president Sameer Samat, said businesses using RCS for enterprise communication would benefit from clearer authentication, enabling customers to distinguish legitimate brand messages from spam. Greater trust, he argued, would translate into deeper engagement and more durable customer relationships.
