Highlights

• WhatsApp fact-checking helpline set for March 2024 launch.
• Supports multilingual reporting of AI-generated content.
• Fact-checking by MCA, industry partners, and digital labs.
• Meta and MCA develop Deepfakes Analysis Unit for content verification.

In response to the rising challenge of AI-generated misinformation, Meta, in collaboration with the Misinformation Combat Alliance (MCA), is set to introduce a novel fact-checking helpline on WhatsApp aimed at identifying and combating deepfakes and AI-generated content.

We recognize the concerns around AI-generated misinformation and believe combatting this requires concrete and cooperative measures across the industry. 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.

As a company that has been at the cutting edge of AI development for more than a decade, we remain committed to work with industry stakeholders to introduce common technical standards for AI detection, transparency solutions and policies, along with empowering people on our platforms with resources and tools that make it simpler for them to identify content that has been generated using AI tools and curb the spread of misinformation.” – Shivnath Thukral, Director, Public Policy India, Meta.

“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. Its formation highlights the collaboration and whole-of-society approach to foster a healthy information ecosystem that the MCA was set up for.

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.” – Bharat Gupta, President, Misinformation Combat Alliance.

Combating Misinformation and AI-Based Content

Scheduled to launch in March 2024, the helpline will empower users to report suspected AI-generated misinformation through a dedicated WhatsApp chatbot.

This service will support multiple languages, including English and three regional languages, facilitating a broader reach across diverse user bases.

The helpline is designed not only to assist in reporting potential deepfakes but also to guide users towards verified and credible sources of information.

MCA outlines the operation of this service, stating, “Users can send messages to the helpline, which will then be checked and validated by fact-checkers, industry partners, and digital labs.” 

The MCA and Meta’s combined effort aims to verify the authenticity of the reported content, ensuring that false or manipulated information is promptly identified and addressed.

“We will work closely with member fact-checking organizations as well as industry partners and digital labs to assess and verify the content and respond to the messages accordingly, debunking false claims and misinformation,” MCA added.

The strategy behind this initiative involves a comprehensive four-pillar approach focusing on detection, prevention, reporting, and raising awareness about the increasing prevalence of deepfakes.

By establishing a robust mechanism for the public to access reliable information, MCA and Meta are forging a crucial tool in the fight against misinformation.

Meta to Collaborate with Deepfakes Analysis Unit

To bolster this effort, a specialized Deepfakes Analysis Unit (DAU) is being developed to analyze reports received through the helpline.

“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,” noted Bharat Gupta, president of Misinformation Combat Alliance. 

This unit, supported by Meta’s collaboration with 11 independent fact-checking organizations, will play a pivotal role in scrutinizing and authenticating content flagged by users.

Meta’s initiative to label AI-generated images across its platforms, including Facebook, Instagram, and Threads, complements this helpline.

By marking content with industry-standard indicators of AI creation, users will be better equipped to discern between genuine and synthetic imagery, further enhancing the digital ecosystem’s integrity.

FAQs

What is the purpose of the WhatsApp fact-checking helpline?

The helpline is designed to combat the spread of deepfakes and AI-generated misinformation by allowing users to report suspicious content for verification and validation by experts.

How does the WhatsApp fact-checking helpline work?

Users can report AI-generated misinformation to the helpline via a WhatsApp chatbot. These reports are then validated by fact-checkers and industry experts to confirm the authenticity of the content.

Who is behind the WhatsApp fact-checking helpline?

The helpline is a collaborative effort between Meta and the Misinformation Combat Alliance (MCA), with support from independent fact-checking organizations and digital labs.

What languages does the WhatsApp fact-checking helpline support?

The service will be available in English and three regional languages, broadening its accessibility to a diverse user base seeking to report and understand AI-generated misinformation.

What is the Deepfakes Analysis Unit?

The Deepfakes Analysis Unit (DAU) is a specialized team developed to analyze reports of deepfakes and AI misinformation received through the helpline, ensuring timely intervention to prevent the spread of disinformation.

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