Google looks to tackle longstanding RCS spam in India — but not alone

Google’s Bold Move: Airtel Partners with Tech Giant to Crush RCS Spam in India

In a major technological alliance, Bharti Airtel has joined forces with Google to integrate carrier-level spam filtering directly into the RCS (Rich Communication Services) ecosystem in India. This groundbreaking partnership aims to fortify protections against unwanted messages and fraud on the platform, addressing one of the most persistent challenges in digital communication.

India, with its massive mobile user base exceeding 463 million Airtel subscribers alone, has become a hotbed for spam and fraud across messaging channels. The country’s rapid growth in digital payments and aggressive enterprise marketing practices have compounded the issue, prompting Google to temporarily pause business promotions on RCS in 2022 due to overwhelming spam complaints.

Airtel’s Strategic Approach to Spam Control

“We had not onboarded Google because we first wanted RCS messages to be routed through the Airtel spam filter,” an Airtel spokesperson revealed, highlighting the carrier’s cautious approach to integrating with Google’s RCS platform. This statement underscores the telecom giant’s commitment to maintaining control over message security and user experience.

The partnership will combine Airtel’s network intelligence with Google’s RCS platform to enable real-time checks on business messaging. This includes sender verification, spam detection, and enforcement of users’ do-not-disturb preferences. Airtel claims this integration is a “global first” for directly incorporating a telecom operator’s spam filtering into an over-the-top messaging platform.

Google’s Broader RCS Ambitions

Sameer Samat, President of Android Ecosystem at Google, emphasized the company’s commitment to creating a consistent and trusted messaging experience for RCS users worldwide. This partnership in India could serve as a blueprint for similar integrations in other markets, as Google works to standardize security across the RCS ecosystem.

India represents a critical battleground for Google’s messaging ambitions. With over a billion internet users and more than 700 million smartphone users, the country offers immense potential for RCS adoption. However, it also faces stiff competition from established platforms like WhatsApp, which boasts over 853 million users in India alone.

The Impact of Carrier Integration on User Experience

Prabhu Ram, Vice President for the Industry Research Group at CyberMedia Research, highlighted the significance of this deeper carrier integration. “The efficacy of this partnership should be reflected in metrics such as reductions in spam volume, user complaints, and fraud incidence, as well as improvements in engagement with legitimate messages,” Ram told TechCrunch.

Airtel’s AI-Powered Anti-Spam Efforts

This partnership comes on the heels of Airtel’s intensified anti-spam efforts over the past year. The telecom giant claims its AI-led systems have blocked more than 71 billion spam calls and 2.9 billion spam messages, resulting in a nearly 69% drop in fraud-related financial losses on its network.

RCS vs. SMS: Google’s Vision for the Future

Google has been positioning RCS as the successor to traditional SMS, touting its advanced features and enhanced security. In May 2025, the company announced that RCS was handling more than a billion messages daily in the U.S., based on a 28-day average. This milestone demonstrates the growing adoption of RCS as a modern messaging standard.

The Road Ahead for RCS in India

While the partnership between Airtel and Google marks a significant step forward in combating spam and fraud on RCS, questions remain about its broader impact. Google has not disclosed whether similar carrier integrations are planned for other markets or provided estimates on how much this move could reduce spam and fraud in India.

As the digital landscape continues to evolve, this collaboration between a major telecom operator and a tech giant could set a new standard for secure, spam-free messaging experiences. The success of this initiative in India may well determine the future trajectory of RCS adoption globally, potentially reshaping how billions of users communicate in the digital age.

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– Google and Airtel join forces to combat RCS spam in India
– Carrier-level spam filtering integrated into RCS ecosystem
– Airtel’s AI systems blocked 71 billion spam calls and 2.9 billion spam messages
– RCS handling over a billion messages daily in the US
– India’s massive user base makes it a critical market for RCS adoption
– Partnership could set new standards for secure messaging globally
– Airtel claims “global first” in integrating carrier spam filtering with OTT platform
– Google’s vision for RCS as successor to traditional SMS
– Potential blueprint for similar integrations in other markets
– Significant reduction in fraud-related financial losses on Airtel network,