The biggest telecom company in Zambia, Airtel Zambia PLC, unveiled a revolutionary spam alert service powered by artificial intelligence (AI) on Wednesday. The service will be free for telecom company customers.
This innovative service, which is automatically activated for all Airtel customers and doesn’t require additional application downloads, provides real-time alerts for suspected spam SMS messages to users of Airtel smartphones and feature phones.
Significant milestone against cyber threats
The launch event, which was attended by Mr. Felix Mutati, the Honourable Minister of Technology and Science, represents a major turning point in the battle against unsolicited communications and mobile fraud.
The Honourable Minister, who spoke at the launch, hailed the initiative as “a timely and strategic response to cyber threats”, pointing out that it aligns with the recently passed Cyber Security Act and the 8th National Development Plan (8NDP).
The minister added: “This service not only enhances consumer protection but also supports the government’s broader agenda of digital transformation, innovation, and inclusive access to secure ICT services.”
Purpose of Airtel AI Spam Alert Service
The Airtel AI Spam Alert Service aims to help consumers recognise and steer clear of possible scams by filtering and automatically classifying suspicious SMS messages as suspected spam.
Speaking at the unveiling of the service, Airtel Zambia Managing Director, Hussam Baday said, “At Airtel, we are committed to providing innovative solutions that enhance our customer experience. The AI spam alert service is the first of its kind in the Zambian market and it fosters our dedication towards groundbreaking solutions aimed at better customer experience. With the new AI-powered spam alert, we are enabling our customers to be more vigilant to fraud attempts on their phones and to have a better experience of our services.”
Adding: “We have all come to the realisation that as digital adoption grows across the World and more so in Zambia, so does the risk of exploitation which we continue to see through scam texts, phishing, and other forms of mobile fraud. We are not just a company that wants to keep you connected and informed, but we also want to keep you protected hence the innovation we are introducing to you today.”
ZICTA Director General, Eng. Collins Mbulo LLM IT and T, BEng ET. who was also present at the launch, said, “As the regulator, we are pleased to see private sector players like Airtel taking proactive steps to protect consumers. This spam alert system is an excellent example of how innovation can be used to enhance public trust in digital services. It supports our mandate to promote the responsible use of ICTs and strengthens our national cybersecurity posture.”
Airtel AI Spam Alert Service’s launch in Kenya
The launch of Airtel AI Spam Alert Service in Zambia is coming a week after the same initiative was introduced in Kenya.
As more and more people in Kenya own mobile phones, spam messages have become a common problem, potentially defrauding a growing number of gullible people.
Airtel Kenya’s MD, Ashish Malhotra, Communications Authority Director General David Mugonyi, and CS, Ministry of ICT & the Digital Economy Hon. William Kabogo were all present at the launch.
At the launch, Airtel Kenya CEO, Ashish Malhotra, stated, “At Airtel, we are committed to providing innovative solutions that enhance our customer experience. The AI spam alert service is the first of its kind in the Kenyan market, and it fosters our dedication to groundbreaking solutions aimed at a better customer experience. With the new AI-powered spam alert, we are enabling our customers to be more vigilant to fraud attempts on their phones and to have a better experience of our services.”
Airtel AI Spam Alert Service flags 9.6 million SMS in Nigeria
Airtel Nigeria had announced on Monday that its AI-powered Spam Alert Service identified more than 9.6 million potential spam SMS messages between March 13 and May 20, 2025.
The company emphasised that the service aims to protect customers from unsolicited and potentially fraudulent communications.
Within the first two months since its launch in Nigeria in March 2025, the system flagged a total of 9,667,008 SMS messages as spam. Of these, 528,080 originated from Airtel’s own network (on-net), while 9,138,928 came from external networks (off-net), highlighting the widespread nature of spam threats from outside sources and the effectiveness of the Airtel AI Spam Alert system in tackling them.