Meta To Introduce Fact-Checking WhatsApp Helpline (Photo by Dima Solomin on Unsplash)
Meta has announced a significant collaboration with the Misinformation Combat Alliance (MCA) to counter AI-generated misinformation. As part of this initiative, a dedicated fact-checking helpline will be launched on WhatsApp to combat media generated using AI, which may deceive people on matters of public importance. This collaboration is expected to help people connect with verified and credible information.
The helpline will be available to the public in March 2024. Meta made this move as India is gearing up for the upcoming Lok Sabha elections. The Misinformation Combat Alliance (MCA) is a Delhi-based cross-industry collaborative effort. It was constituted with the objective of combatting and limiting the spread of misinformation through targeted interventions and activities.
Meta mentioned in its statement that this initiative will allow MCA and its associated network of independent fact-checkers and research organizations to address viral misinformation, especially deepfakes. People can flag deepfakes by sending them to the WhatsApp chatbot. Notably, the chatbot will provide multilingual support in English and three regional languages. This includes Tamil, Hindi, and Telugu.
According to the tech giant, the Misinformation Combat Alliance will establish a central ‘deepfake analysis unit’ and manage all inbound messages they receive on the WhatsApp helpline. MCA will work closely with member fact-checking organisations as well as industry partners to verify the content and respond to the messages accordingly. The program is set to implement a four-pillar approach. This includes detection, prevention, reporting, and driving awareness around deepfakes.
“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,” said Shivnath Thukral, Director of Public Policy India at Meta. Shivnath Thukral also added that Meta remains committed to working with industry stakeholders to unveil common technical standards for AI detection, transparency solutions, and policies. Bharat Gupta, President of the Misinformation Combat Alliance, said that this initiative will witness journalists, civic tech professionals, research labs, and forensic experts working together with the support of Meta.
