India recorded cyber scams totalling around Rs 113 billion in the first nine months of 2024, according to data from the Indian Cybercrime Coordination Centre. Since the majority of these frauds are carried out via calls and SMSs, the Telecom Regulatory Authority of India (TRAI) has intervened to address the issue at its source. TRAI has mandated strict compliance with the Telecom Commercial Communications Customer Preference Regulations, 2018, to curb unsolicited commercial communications. It has directed access providers to block unauthorised promotional messages sent through unregistered telemarketers and ensure proper registration of senders on the distributed ledger technology (DLT) platform.
To further improve message traceability, TRAI has mandated telecom operators to ensure commercial messages sent by principal entities or telemarketers are fully traceable. This measure is critical for detecting violations, identifying unauthorised telemarketers and imposing penalties. It complements the DLT platform, ensuring that all communications, even if disguised or improperly routed, can be traced back to their origin. As a result, more than 27,000 principal entities have registered with their respective access providers, with registrations progressing rapidly.
Telcos step up with anti-spam innovations
In response to government mandates, telecom operators have introduced various solutions to combat spam and fraud. Bharti Airtel was the first to introduce an artificial intelligence (AI)-powered spam-fighting network, which alerts customers to suspected spam calls and SMSs in real time by leveraging network intelligence. Identification of suspected spam calls and SMSs depends on factors such as usage patterns, frequency, call duration, suspicious uniform resource locators, international mobile equipment identity and over 250 derived parameters to detect spam behaviour.
Within two and a half months of its launch, the system has flagged around 8 billion spam calls and 0.8 billion spam SMSs, identifying nearly 1 million spammers daily. During this period, the company alerted approximately 252 million unique customers to suspicious calls, leading to a 12 per cent reduction in the number of customers answering them. Notably, 35 per cent of spammers were found to be using landline telephones.
Vodafone Idea Limited (Vi) has also launched its own spam SMS detection system that leverages real-time AI and machine learning (ML) algorithms to identify and label suspected spam messages. The system uses advanced pattern recognition to detect phishing links, unusual sender details and other suspicious behaviours, enhancing its detection capabilities over time. Messages flagged as spam are tagged as “suspected spam” to instantly warn users, enabling them to make informed decisions about their communications. Through continuous learning, the system adapts to evolving spam trends, improving accuracy and effectiveness. This feature is currently live for SMSs and Vi plans to launch the solution for voice calls soon.
Bharat Sanchar Nigam Limited has also launched its own spam protection service alongside several new offerings and its new logo. The upcoming spam-blocking solution is designed to automatically filter phishing attempts and malicious SMSs, creating a safer communication environment for users without the need for issuing alerts, ensuring seamless and secure communication for all.
Meanwhile, Reliance Jio, while yet to introduce its own spam detection system, has issued a strict advisory to its customers to stay cautious of calls and messages originating from international numbers, emphasising the increasing trend of scammers impersonating government officials to extract sensitive information for fraudulent activities.
The road ahead
The impact of these mandates and initiatives is increasingly evident. According to the Ministry of Communication, complaints against unregistered telemarketers stood at 151,497 as of October 2024, a 20 per cent decline compared to 189,419 complaints in August 2024. Further, 1,150 entities and individuals have been blacklisted while 1.88 million telecom resources have been disconnected.
Recently, Gopal Vittal, chief executive officer, Airtel, highlighted the need for collaborative efforts by telcos to tackle the growing menace of spam calls. He emphasised the importance of advanced solutions such as AI and the integration of technology across networks, advocating for a unified strategy to improve detection and prevention of spam communications.
Collaboration with third-party players may also prove to be an effective approach in the near future. For instance, Truecaller has submitted its feedback in response to TRAI’s consultation paper on addressing spam issues. The company has urged TRAI to grant access providers the flexibility to integrate with third-party applications and services specialising in AI/ML-based spam detection, robocall identification and call-blocking mechanisms. This is particularly important for operators that may lack the resources to independently develop such advanced solutions.
