Google has intensified its efforts to combat digital fraud in India by introducing advanced AI-driven features, including on-device scam detection for Pixel 9 devices and new alerts aimed at preventing screen-sharing scams involving financial applications. These initiatives come as online fraud incidents surge in India, with digital transaction fraud accounting for over half of all reported bank fraud in 2024. The Reserve Bank of India (RBI) reported a staggering 13,516 cases resulting in losses of ₹5.2 billion (approximately $58.61 million).
The Ministry of Home Affairs has indicated that online scams caused an estimated ₹70 billion (around $789 million) in losses during the first five months of 2025. Many victims may remain silent due to uncertainty regarding complaint procedures or a desire to avoid further scrutiny.
New Features Targeting Digital Fraud
On Thursday, Google announced the rollout of its real-time scam detection feature in India, powered by its Gemini Nano technology. This feature analyzes calls on-device to identify potential fraud without recording audio or transmitting data to Google’s servers. Currently, it is set to be off by default and will only apply to calls from unknown numbers, providing a notification beep during conversations to alert participants. This feature initially launched in the U.S. in March as a beta version for English-speaking Pixel 9 users.
Google confirmed to TechCrunch that the on-device scam detection will be exclusive to Pixel 9 and later models in India, and will initially support only English-speaking users, limiting its applicability in a country where nearly 96% of smartphones run on Android, yet Pixel devices represented less than 1% market share in 2024. The language limitation is particularly significant in a nation where a majority of users primarily communicate in non-English languages. Google and other tech companies like Amazon have recognized this need and have been expanding support for Indian languages across their platforms.
In addition to the scam detection feature, Google is piloting a collaboration with financial apps such as Navi, Paytm, and Google Pay. This initiative aims to curb screen-sharing scams, where fraudsters manipulate victims into sharing screens to obtain sensitive information. Users with devices running Android 11 or later will receive alerts, including a one-tap option to terminate the call and halt screen sharing.
Ongoing Efforts and Challenges
For several months, Google has utilized its Play Protect service to mitigate the proliferation of predatory loan applications in India. The service has blocked over 115 million installation attempts in 2023 alone, as it prevents the sideloading of third-party apps that often exploit sensitive permissions for fraudulent activities. Furthermore, Google Pay issues more than one million warnings weekly for transactions flagged as potentially fraudulent.
Google is also running its DigiKavach awareness campaign on digital fraud, claiming it has reached over 250 million people. Collaborating with the Reserve Bank of India, the company has published a public list of authorized digital lending apps and associated non-banking financial companies to help thwart malicious actors.
Earlier this year, Google introduced a Safety Charter in India, aimed at enhancing its AI-driven fraud detection and security initiatives. This initiative is part of a broader strategy to deploy more AI tools in the country to tackle escalating fraud.
Despite these advancements, significant gaps remain in Google’s efforts to combat digital fraud in India. Like other tech giants, Google has faced scrutiny for allowing fake and misleading applications to be listed on its app store, despite existing review processes intended to filter out fraudulent submissions. Law enforcement and security researchers have identified investment and loan apps used in scams that have remained available on the Play Store until proper intervention was made.
These ongoing challenges highlight the complexities Google faces in managing an ecosystem that commands a substantial share of the smartphone market in India. As digital fraud continues to evolve, the effectiveness of these new measures will be crucial in safeguarding users and maintaining trust in digital platforms.
