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WhatsApp Helpline: The Misinformation Combat Alliance (MCA) has joined hands with Meta to launch a dedicated fact-checking helpline on WhatsApp. The move is a joint bid to combat media generated using artificial intelligence which may deceive people on matters of public importance, commonly known as deepfakes, and help people connect with verified and credible information.
The helpline will be available for the public to use in March 2024.
This will let MCA and its associated network of independent fact-checkers and research organizations address viral misinformation – particularly deepfakes. People will be able to flag deepfakes by sending it to the WhatsApp chatbot which will offer multilingual support in English and three regional languages (Hindi, Tamil, Telugu).
The MCA will set up a central ‘deepfake analysis unit’ to manage all inbound messages they receive on the WhatsApp helpline. They will work closely with member fact-checking organizations as well as industry partners and digital labs to assess and verify the content and respond to the messages accordingly, debunking false claims and misinformation.
The focus of the program is to implement a four-pillar approach – detection, prevention, reporting and driving awareness around the escalating spread of deepfakes along with building a critical instrument that allows citizens to access reliable information to fight the spread of such misinformation. With millions of Indians using WhatsApp, the collaboration between Meta and MCA represents a continued effort to empower users with tools to verify information on its service.
“We recognize the concerns around AI-generated misinformation and believe combatting this requires concrete and cooperative measures across the industry. Our collaboration with MCA to launch a WhatsApp helpline dedicated to debunking deepfakes that can materially deceive people is consistent with our pledge under the Tech Accord to Combat Deceptive Use of AI in 2024 Elections. As a company that has been at the cutting edge of AI development for more than a decade, we remain committed to work with industry stakeholders to introduce common technical standards for AI detection, transparency solutions and policies, along with empowering people on our platforms with resources and tools that make it simpler for them to identify content that has been generated using AI tools and curb the spread of misinformation,” said Shivnath Thukral, Director, Public Policy India, Meta.
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