Misinformation Combat Alliance (MCA) and Meta (formerly Facebook) have teamed up to launch a fact-checking helpline on WhatsApp in India. The helpline, which will be available in March, aims to combat media generated using artificial intelligence (AI) by addressing viral misinformation, particularly deepfakes. The MCA will set up a ‘Deepfake Analysis Unit’ (DAU) to manage all incoming messages on the WhatsApp helpline. The unit will involve fact-checkers, journalists, civic tech professionals, research labs, and forensic experts, with support from Meta.
According to Bharat Gupta, President of Misinformation Combat Alliance, the Deepfakes Analysis Unit will play a critical role in combating the spread of AI-enabled disinformation among social media and internet users in India. It will provide multilingual support in English and regional languages like Hindi, Tamil, and Telugu. People will be able to report deepfakes by forwarding them to the WhatsApp chatbot, which will assist in debunking them.
Shivnath Thukral, Director of Public Policy India at Meta, stated that the collaboration aligns with their commitment to combat deceptive use of AI in elections. Meta’s fact-checking program in India already includes partnerships with 11 independent fact-checking organizations to prevent the spread of misinformation on its platforms. The Misinformation Combat Alliance is a cross-industry alliance aimed at collectively fighting misinformation and its impact.
The fact-checking helpline on WhatsApp is a significant step in the fight against AI-generated misinformation and deepfakes, which have the potential to deceive and manipulate people. The collaboration between MCA and Meta, along with the involvement of various experts and organizations, highlights the importance of tackling emerging challenges in the digital age. This initiative is expected to play a crucial role in ensuring the accuracy and authenticity of information shared on social media platforms.
