Meta And MCA Roll Out Deepfake Detection Helpline On WhatsApp: A Step Against Misinformation

In a joint effort to tackle the rampant spread of deepfakes and AI-generated misinformation , Meta and the Misinformation Combat Alliance ( MCA ) have announced the forthcoming launch of a specialised fact-checking helpline on WhatsApp .

Set to roll out to the public next month, the helpline aims to pinpoint media created using artificial intelligence, offering users a resource to access credible and verified information within the platform's ecosystem. Supported by a coalition of independent fact-checkers and research organisations affiliated with the Misinformation Combat Alliance, the initiative empowers users to flag suspected deepfakes by directing them to a designated WhatsApp chatbot, which operates in English, Hindi, Tamil, and Telugu.

Messages submitted by users will undergo scrutiny by fact-chequers, industry collaborators, and digital laboratories, who will assess and validate the content, dispelling falsehoods where detected.

Meta and the Misinformation Combat Alliance have outlined a comprehensive strategy encompassing detection, prevention, reporting, and awareness-building to confront the escalating proliferation of deepfakes. This approach also entails furnishing citizens with a vital tool to access reliable information and counter the dissemination of misinformation effectively.

While Meta focuses on the development of the chatbot, the Misinformation Combat Alliance is spearheading the establishment of a centralised 'deepfake analysis unit' to streamline the handling of incoming messages. Partnering with 11 independent fact-checking organisations, the tech giant endeavours to identify, verify, and review misinformation circulating on its platform.

WhatsApp has been a notorious breeding ground for misinformation in recent years, with fake news often disseminated through forwarded messages. Despite Meta's efforts to mitigate this issue by implementing measures such as forward limits and the deactivation of fraudulent accounts, the company acknowledges the persistent challenge of stemming misinformation on the platform.