HomeTechMCA’s WhatsApp Tipline Emerges as a Trusted Resource to combat AI-generated Misinformation  

MCA’s WhatsApp Tipline Emerges as a Trusted Resource to combat AI-generated Misinformation  

The Misinformation Combat Alliance’s (MCA) Deepfakes Analysis Unit (DAU) Tipline on WhatsApp has emerged as a trusted resource for raising public awareness and a critical instrument in helping combat the spread of AI-generated misinformation. The WhatsApp tipline became available for public use on March 25, 2024 and since has received hundreds of messages, successfully helping people discern between real and synthetic media. 

Users can flag AI-manipulated content in the form of audio notes and videos by sending it to the WhatsApp tipline and will receive assessments on whether a piece of media is AI-generated or contains elements of it. The tipline offers multilingual support in English and three regional languages (Hindi, Tamil, Telugu). 

With millions of Indians using WhatsApp, the collaboration between Meta and MCA represents a continued effort to empower users with tools to verify information on its service, especially to curb the spread of AI-generated misinformation.  

In the short span of the DAU tipline being operational, the team has reviewed challenging content manipulated using AI technology, and has seen noticeable trends emerge that can help educate the public on spotting deepfakes, empowering them to debunk false claims and prevent the spread of such misinformation. 

Analyzing the trends based on the messages received on the DAU tipline, the bulk of the content has been in the form of videos. 

  • In most cases where A.I. is used to manipulate videos, the original audio tracks have been replaced with A.I.-generated audio. There are multiple examples of this kind of audio tampering in videos featuring actors, businessmen, politicians, and even TV anchors. 
  • Memes of politicians and their likeness created using A.I. have sometimes involved face-blending techniques or cheaper techniques lacking sophistication. 
  • In a few videos analyzed, the team was able to assess that the mouth of a subject had been recreated using generative A.I. so that their lip-movements could synchronise with their words to produce what is called a lip sync deepfake. 

Next time you’re not sure if something is a deepfake, send it to the DAU tipline on WhatsApp. 

  1. Start a chat with the DAU on WhatsApp by forwarding audio notes or videos you want to verify to +91 9999025044.
  2. In response to your message, you will receive an assessment report on whether a piece of media is AI-generated or contains elements of it. 
  3. Follow DAU’s WhatsApp Channel where you can receive assessments of verified content in real time (https://bit.ly/dauwachannel). 

MCA is a cross-industry alliance bringing companies, organizations, institutions, industry associations and entities together to collectively fight misinformation and its impact. Currently, MCA has 16 members including fact-checking organizations, media outlets, and civic tech and are inviting strategic partners to collaborate in this industry wide initiative to combat misinformation and create an enlightened and informed society. There are seven detection and forensics partners who are lending their expertise and knowledge to support the Deepfakes Analysis Unit.    


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