Can India finally put an end to spam calls?

Tired of constant spam messages and calls? So is the Telecom Regulatory Authority of India (Trai). Starting October 1, telecom operators must block SMS traffic containing URLs, Android Package Kits (APKs), or over-the-top (OTT) links that aren’t pre-approved and whitelisted. So far, 3,000 senders have already whitelisted more than 70,000 links.The idea behind the move is to combat spammers who use URLs (a clickable link used by businesses to direct users to websites) and APKs (a file format used for distributing and installing apps on Android devices) to distribute malicious links through unsolicited messages, posing a security risk to consumers.These fraudulent messages often appear to be legitimate communications from banks or service providers, tricking users into clicking on them that can lead to the installation of malware, phishing attacks, or unauthorised access to sensitive information.Trai’s efforts to combat spam have intensified in recent times. But its initiatives are not just limited to telecommunication networks.The regulator is also collaborating with government bodies, including the Department of Telecommunications (DoT) and the ministry of electronics and IT (MeitY), to extend anti-spam regulations to OTT platforms like WhatsApp, Telegram and Signal, which have been used increasingly by spammers to bypass traditional telecom networks.This coordinated effort, reports TOI, has seen more than 1 crore fraudulent mobile connections being disconnected with the help of Sanchar Sarathi, an initiative by DoT to improve telecom security and empower users, as well as the blocking of over 2.27 lakh mobile handsets for involvement in cybercrime/financial frauds.The regulator is also better equipped with initiatives like the Distributed Ledger Technology (DLT) to filter promotional messages. The system ensures that only registered and whitelisted senders can transmit messages, requiring entities to provide details like URLs and callback numbers to telecom operators. These details are checked on the DLT platform, and only if they match are the messages allowed to pass through.By leveraging DLT, Trai aims to enhance traceability and accountability, preventing unauthorised marketing and phishing scams. The system ensures only registered senders transmit promotional messages, blocking those that don’t match whitelisted details. Additionally, telecom operators are required to submit regular updates on their compliance efforts, helping maintain ongoing control over spam.As these measures get fully enforced, Trai is hoping to secure a significant reduction in unwanted communications, but will it really provide much-needed relief to users? Here’s a look at why spam is becoming a headache for everyone. medium113852275How big is the issue of spam in India?A survey conducted by LocalCircles, a community based social media website, in February, involving 60,000 citizens from 378 districts across India, revealed that over 60% of Indians receive three or more spam or “pesky” calls daily. Financial services and real estate sectors were identified as the top sources of these calls.Despite efforts like the Do-Not-Disturb (DND) registry, 90% of respondents on the DND list continue to receive unwanted promotional calls, raising concerns about the effectiveness of the current regulations.Spam call frequency: 36% of respondents reported receiving three to five spam calls daily, while 21% faced six to 10 unwanted calls.Reduction in spam calls: Compared to February 2023, there was a slight dip in spam calls in February 2024, but the reduction has been marginal. The report suggested that stricter implementation of Trai’s directives could further reduce these numbers.Ineffectiveness of DND: A significant 90% of participants registered with the DND service still reported receiving promotional calls, indicating gaps in enforcement. Only 6% of respondents were free from such calls, while 5% claimed no issues with unwanted calls.Source of spam calls: 76% of respondents indicated that these sectors were responsible for the bulk of spam calls. 48% noted that most spam calls came from individual-looking mobile numbers, while 36% reported spam calls from numbers associated with companies or brands. A smaller portion (7%) received calls from centralised company landline numbers, and 2% from toll-free numbers. medium nocaptionhttp://youtu.be/49oM4-GjpUU?si=Pcdz-WNWbbo4J-fxHow India plans to crack down on spamAccording to Medianma, Trai has recently identified issues in the current spam detection system mandated under the Telecom Commercial Communication Customer Preference Regulations (TCCCPR).Currently, telecom companies act against spammers only based on customer complaints, which Trai feels is insufficient. The regulator has proposed proactive measures, including tracking users who make a high volume of calls daily, taking real-time feedback from call receivers, and monitoring criteria such as call recipient diversity, call duration, and unanswered calls to identify spammers.Trai has also proposed increasing penalties on telecom operators and telemarketers, Mint reports, for failing to control unsolicited commercial communication (UCC). Telecom operators could face fines of up to ₹50 lakh per month per circle (geographical regions telecom operators operate out of) if they don’t act against non-compliant telemarketers.For registered telemarketers, fines include ₹1,000 per valid spam complaint, ₹5,000 for failing to register in accordance with the rules, and ₹1 lakh for misusing numbers allocated for transactional calls.Trai has noted that businesses are using individual numbers to make commercial calls, which bypasses existing spam filters. In order to check this, telecom companies are now expected to verify whether these high-volume calls are commercial by checking with the call recipients.For this, the regulator has outlined additional criteria for identifying suspected spammers, such as calls with more than 60% unique recipients, an average duration of fewer than 10 seconds, and a high percentage of unanswered calls.For text messages, Trai has suggested a similar feedback mechanism for users sending more than 50 messages per day, and telecom companies should focus on patterns such as unique recipient diversity and message volume. Additionally, Trai has mandated that telecom operators deploy ‘honeypots’ — systems designed to attract and identify spammers.Each telecom provider must set up one honeypot for every 200 complaints received in the previous year, with a minimum of 50 honeypots per service area. Spam calls or messages received by honeypots will serve as definitive proof of a user being classified as a spammer, allowing telecom companies to take necessary action. medium113852470Why banning spam on OTTs is an issueBoth Trai and DoT are facing several challenges in curbing spam and fraud on OTTs like WhatsApp, Telegram and Signal, as these platforms fall outside their regulatory scope. While WhatsApp has shown cooperation by blocking spam accounts, the authorities find little control over Telegram and Signal.Despite DoT’s requests for assistance from MeitY to regulate these platforms, progress so far has also been limited. DoT has blocked more than 20mn mobile numbers involved in spam, but this action does not fully address the overall issues of spam on OTT platforms. medium nocaption113852495How Airtel is planning to take on spammersLast week, Bharti Airtel launched India’s first network-based, AI-powered spam detection solution to address the issue of spam calls and messages for its customers. “The tool will alert customers in real time to all suspected spam calls and SMSes. The solution is free of cost and will get auto-activated for all Airtel customers without them having to raise a service request or download an app,” the company said in a press release.Bharti Airtel MD and CEO Gopal Vittal said, “Spam has become a menace for customers. We have spent the last 12 months to solve this comprehensively. Today marks a milestone as we launch the country’s first AI-powered spam free network that will shield our customers from the continuous onslaught of intrusive and unwanted communications.”How will it work? ET reports that Airtel’s spam detection solution is designed as a dual-layer protection. It has two filters — one at the network layer and the second at the IT systems layer. Every call and SMS passes through this dual-layered AI shield. In two milliseconds, the solution processes 1.5bn messages and 2.5bn calls every day, Vittal said.“This is equivalent to processing a trillion records on a real-time basis using the power of AI. Our solution has been able to successfully identify 100mn potential spam calls and 3mn spam SMSes originating every day. For us, keeping our customers secure is a burning priority,” Vittal added.Developed in-house by Airtel’s data scientists, the AI-powered solution uses a proprietary algorithm to identify and classify calls and SMSes as ‘suspected spam’. The network powered by an AI algorithm analyses various parameters such as the caller or sender’s usage patterns, call/SMS frequency, call duration among several others, on a real-time basis. By cross-referencing this information against known spam patterns, the system flags suspected spam calls and SMSes accurately.Additionally, the solution also alerts customers to malicious links received via SMS. For this, Airtel has built a centralised database of blacklisted URLs and every SMS is scanned in real time by an AI algorithm to caution users from accidentally clicking on suspicious links.“The solution can also detect anomalies such as frequent IMEI changes — a typical indicator of fraudulent behaviour. By layering these protective measures, the company is ensuring its customers receive the maximum level of defence against the evolving landscape of spam and fraud threats,” the company said.Meanwhile, Vodafone Idea has said it has set up a URL whitelisting platform that will be going live soon. “Vi plays an active role along with Trai, COAI and other telecom operators to enforce the UCC regulations, aiming to significantly reduce spam calls from unregistered telemarketers,” the company said. medium nocaptionhttp://youtu.be/7FdepARTeVg?si=tLRZzl2eaJ7KPUegWill consumers find relief?Trai’s ongoing battle against spam in India reflects persistent challenges. Beginning with the 2018 TCCCPR, Trai introduced measures to limit spam, including heavy fines on telemarketers. The 2019 migration to a blockchain platform further helped reduce spam from registered senders, but spammers quickly adapted by using regular 10-digit numbers.Now, Trai’s latest initiatives signal a more aggressive approach. While DLT and stricter penalties aim to close loopholes, spammers have consistently demonstrated adaptability, suggesting that even more dynamic solutions are needed to outpace evolving tactics.Telecom operators face the challenge of ensuring compliance while managing a vast network of unregistered telemarketers who continue to exploit gaps in enforcement. The key question is whether these new measures will be enough to disrupt the evolving landscape of spam in India. While Trai’s strategies appear promising, full success will likely depend on consistent enforcement, advanced detection technologies, and ongoing innovation to counteract spammers’ shifting techniques.