"We had not onboarded Google because we first wanted RCS messages to be routed through the Airtel spam filter. Under the partnership, Airtel's network intelligence will be combined with Google's RCS platform to enable real-time checks on business messaging, including sender verification, spam detection, and enforcement of users' do-not-disturb preferences."
"India has emerged as a particularly challenging market for spam and fraud across messaging channels, driven by the country's vast mobile user base, rapid growth in digital payments, and aggressive enterprise marketing practices. In 2022, complaints about unsolicited ads on Google's RCS were significant enough to prompt the company to temporarily pause business promotions on the platform in India."
Google and Bharti Airtel have partnered to integrate Airtel's network-level spam filtering directly into Google's RCS ecosystem in India. This collaboration aims to combat widespread spam and fraud issues that have plagued the platform, particularly affecting Google Messages users. India presents unique challenges due to its massive mobile user base, digital payment growth, and aggressive marketing practices. Airtel had previously delayed RCS adoption until messages could route through its own spam controls. The integration enables real-time checks on business messaging, including sender verification, spam detection, and enforcement of do-not-disturb preferences. This partnership represents a significant step in addressing user frustrations with unsolicited messages and fraud.
Read at TechCrunch
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