Deepfake Helpline on WhatsApp : In a joint effort, technology giant Meta and the Misinformation Combat Alliance (MCA) have unveiled plans to launch a fact-checking helpline (Deepfake Helpline on WhatsApp) on the messaging platform WhatsApp. This initiative aims to combat the growing threat of artificial intelligence (AI)-generated deepfakes. The helpline, set to be available to the public next month, will enable users to report deepfakes by alerting a dedicated WhatsApp chatbot. The chatbot will provide multilingual support in English, Hindi, Tamil, and Telugu.
Meta Set to introduce Deepfake Helpline on WhatsApp
Shivnath Thukral, Director of Public Policy India at Meta, emphasized the industry’s collective responsibility in addressing AI-generated misinformation. The collaboration with MCA aligns with Meta’s commitment to combat deceptive AI use, as outlined in the Tech Accord to Combat Deceptive Use of AI in the 2024 Elections.
The initiative comes on the heels of a global agreement signed by 20 leading tech companies, including Microsoft, Google, Amazon, and IBM, to tackle AI-generated misinformation ahead of the 2024 elections.
In India, Meta’s collaboration with MCA involves the establishment of a central “deepfake analysis unit” to manage messages received on the WhatsApp helpline (Deepfake Helpline on WhatsApp). This unit, supported by Meta, will collaborate with fact-checking organizations, industry partners, and digital labs to assess and verify content, combating false claims and misinformation.
Bharat Gupta, President of MCA, emphasized the significance of the Deepfakes Analysis Unit as a critical intervention to curb the spread of AI-enabled disinformation among social media and internet users in India. The program follows a four-pillar approach, focusing on detection, prevention, reporting, and raising awareness to prevent the dissemination of deepfakes.
Meta had previously introduced a fact-checking program in India in 2022, partnering with 11 independent organizations. Additionally, the company recently announced an “AI labeling policy” to collaborate with industry partners in developing common technical standards for tagging AI-generated content.
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