MCA and Meta launch dedicated fact-checking WhatsApp helpline

The MCA will also set up a "deepfake analysis unit" that will manage all incoming messages through WhatsApp. (Representative Image)

In an effort to combat misinformation spread by media generated using artificial intelligence (AI), the Misinformation Combat Alliance (MCA) and Meta are launching a dedicated WhatsApp helpline.

The helpline will be operational in March 2024 and will allow MCA's team of independent fact checkers and research organizations to address viral misinformation.

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People will be able to flag deepfakes and other AI content through a WhatsApp chatbot with multilingual support including English, Hindi, Tamil and Telegu.

The MCA will also set up a "deepfake analysis unit" that will manage all incoming messages through WhatsApp. MCA says they will work closely with independent fact-checking groups and industry partners to assess and verify the content, to debunk false claims and misinformation.

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“The Deepfakes Analysis Unit (DAU) will serve as a critical and timely intervention to arrest the spread of AI-enabled disinformation among social media and internet users in India," said Bharat Gupta, President, of Misinformation Combat Alliance.

"The initiative will see IFCN signatory fact-checkers, journalists, civic tech professionals, research labs and forensic experts come together, with Meta's support. We hope the DAU will become a trusted resource for the public to discern between real and AI-generated media and we invite more stakeholders to be a part of the initiative,” added Gupta.