MCA, Meta unite for WhatsApp Helpline to counter AI-generated misinformation
Launching in March 2024, the helpline will be open to the public, offering dedicated assistance, addressing concerns, and enhancing user support through a specialized platform
Sumit Rawat
In a pioneering initiative, the Misinformation Combat Alliance (MCA) and Meta are set to unveil a dedicated fact-checking helpline on WhatsApp, aimed at countering the rise of deepfake content, particularly those deceiving the public on matters of significance. Deepfakes, a product of artificial intelligence, have become a growing concern, and this collaboration seeks to connect users with verified and credible information.
The helpline is scheduled to be open to the public in March 2024, providing a platform for users to report deepfakes and access multilingual support in English, Hindi, Tamil, and Telugu through a WhatsApp chatbot. MCA plans to establish a central 'deepfake analysis unit' to manage incoming messages, collaborating with member fact-checking organizations, industry partners, and digital labs to verify content and debunk false claims.
With a four-pillar approach encompassing detection, prevention, reporting, and awareness, the program addresses the escalating spread of deepfakes, emphasizing the importance of reliable information to combat misinformation. With millions of Indian users on WhatsApp, the collaboration signifies a concerted effort by Meta and MCA to empower users with tools to verify information on the platform.
Shivnath Thukral, Director, Public Policy India, Meta, highlighted the commitment to combat AI-generated misinformation, aligning with the Tech Accord to Combat Deceptive Use of AI in 2024 Elections. Thukral emphasized the collaborative measures needed across the industry and Meta's dedication to introducing technical standards, transparency solutions, and policies.
Bharat Gupta, President, Misinformation Combat Alliance, praised the Deepfakes Analysis Unit (DAU) as a critical intervention in curbing AI-enabled disinformation, fostering collaboration among fact-checkers, journalists, civic tech professionals, research labs, and forensic experts. Gupta invited more stakeholders to participate in the initiative, positioning DAU as a trusted resource for the public.
Meta's robust fact-checking program in India, involving partnerships with 11 independent fact-checking organizations, supports users in identifying, reviewing, and verifying information, actively combating the spread of misinformation on its platforms. WhatsApp users are encouraged to utilize tiplines and follow dedicated fact-checking organizations on WhatsApp Channels. Additionally, WhatsApp addresses misinformation by limiting forwards and constraining virality on the platform.
