WhatsApp to launch dedicated helpline with Misinformation Combat Alliance (MCA) to curb AI-Generated misinformation

Meta, in collaboration with the Misinformation Combat Alliance (MCA), announced the launch of a dedicated fact-checking helpline on WhatsApp to combat the spread of AI-generated misinformation, also known as "deepfakes".

This industry-leading initiative aims to address viral misinformation, particularly deepfakes, by offering users tools and resources to verify information on the platform.

The helpline, launching in March 2024, will allow users to flag suspected deepfakes through a WhatsApp chatbot offering multilingual support.

A central "deepfake analysis unit" will assess and verify flagged content and respond accordingly, debunking false claims and misinformation.

This initiative represents a four-pillar approach: detection, prevention, reporting, and awareness-building around deepfakes.

The collaboration marks Meta's continued efforts to empower users with tools to verify information on WhatsApp.

Shivnath Thukral, Director, Public Policy India, Meta: "We recognize the concerns and believe combatting this requires concrete measures. This collaboration aligns with our pledge under the Tech Accord to Combat Deceptive Use of AI in 2024 Elections."

Bharat Gupta, President, Misinformation Combat Alliance: "The Deepfakes Analysis Unit will serve as a critical intervention to arrest the spread of AI-enabled disinformation. We hope it becomes a trusted resource for the public."

This initiative builds upon Meta's existing fact-checking program in India, which includes partnerships with 11 independent organizations.

WhatsApp offers other features to combat misinformation, including limiting forwards and constraining virality.

Meta also has a broader approach to addressing deceptive synthetic media, including investigating fake accounts, working with fact-checkers, and engaging with stakeholders.

Last week, the Technology Industry pledged to Fight Deceptive AI in 2024 Elections.