Meta is set to launch a fact-checking helpline on WhatsApp to report AI-generated deepfakes.

Tech giants like Google, Microsoft, and OpenAI are heavily investing in AI and ML models to transform the digital landscape. However, the rise of AI also brings challenges like the spread of misinformation through AI-generated content. To combat this, Meta has partnered with the Misinformation Combat Alliance (MCA) to launch a fact-checking helpline on WhatsApp, targeting deepfakes and AI-generated misinformation.

The helpline, set to start in March 2024, will allow the public to report misleading AI-generated media, or deepfakes, via a WhatsApp chatbot supporting English and three regional languages. Messages will be vetted by fact-checkers, industry partners, and digital labs to verify content and debunk false claims.

The initiative aims to detect, prevent, report, and raise awareness about deepfakes. Meta is developing the WhatsApp chatbot, while the MCA is creating a central unit for deepfake analysis, collaborating with 11 fact-checking organizations. Bharat Gupta, MCA’s president, emphasized the DAU’s role in combating AI-enabled disinformation.

Meta has also announced plans to label AI-generated images on its platforms, helping users differentiate between real and synthetic photos. This move is part of Meta’s efforts to tackle misinformation, including reducing forwarded messages and removing fake accounts on WhatsApp.