Meta has teamed up with the Misinformation Combat Alliance (MCA) to launch a WhatsApp helpline tool aimed at tackling the spread of misinformation, particularly deepfakes. This collaboration comes as a response to the increasing prevalence of misleading content that can deceive the public on important matters.
The new helpline will provide users with access to verified and credible information in multiple languages, including English, Hindi, Tamil, and Telugu, to cater to a diverse user base. By partnering with independent fact-checkers and research organizations, the MCA will work to combat viral misinformation, especially deepfakes, by allowing users to report them through the WhatsApp chatbot.
The MCA will establish a specialized ‘deepfake analysis unit’ to handle incoming messages and collaborate with member fact-checking organizations and industry partners to verify content and debunk false claims. Meta’s approach to combating misinformation focuses on detection, prevention, reporting, and awareness-building to empower users with reliable information.
With millions of Indian WhatsApp users, Meta’s collaboration with the MCA underscores its commitment to empowering users and follows recent efforts to label AI-generated images on Facebook, Instagram, and Threads. The MCA’s WhatsApp helpline is set to be available to the public starting March 2024.
Shivnath Thukral, Director of Public Policy India at Meta, emphasized the importance of addressing AI-generated misinformation through collaborative efforts across the industry. He highlighted the partnership with the MCA as part of Meta’s commitment to combat deceptive use of AI in the upcoming elections and to equip users with resources and tools to discern content generated through AI.
Bharat Gupta, President of the Misinformation Combat Alliance, echoed the sentiment of collaborative efforts and emphasized the importance of establishing uniform technical standards for AI detection, transparency solutions, and policies. The collaboration between Meta and the MCA marks a significant step towards combating the spread of deepfakes and ensuring that users have access to accurate information on the platform.
