Google is significantly enhancing its AI-powered defenses against digital fraud in India, introducing on-device scam detection for Pixel 9 devices and new screen-sharing alerts for financial applications. This strategic expansion comes as India grapples with a surge in online scams; digital transaction fraud alone accounted for more than half of all reported bank fraud in 2024, leading to losses of approximately $58.61 million. Overall, online scams caused an estimated $789 million in losses in the first five months of 2025, according to the Ministry of Home Affairs. Many incidents likely go unreported, either due to victims being unsure how to file a complaint or wishing to avoid additional scrutiny.
AI-Powered On-Device Scam Detection
The core of Google's new initiative is the expansion of its real-time AI scam detection feature. Utilizing the Gemini Nano AI model, this technology analyzes calls directly on-device to identify potential fraud, crucially without recording audio or transmitting data to Google's servers. The feature, which debuted as a beta for English-speaking Pixel 9 users in the U.S. in March, is off by default, activates only for calls from unknown numbers, and signals its presence with a subtle beep during the conversation.
Limitations and Future Plans
Despite its advanced capabilities, the on-device scam detection faces significant limitations in India. Google confirmed to TechCrunch that the feature will initially be exclusive to Pixel 9 and newer models and will only support English-speaking users, with warnings also displayed solely in English. This severely curtails its impact in a market where Android dominates with nearly 96% of smartphone share, yet Pixel devices accounted for less than 1% in 2024. The language barrier is particularly noteworthy, given that the majority of Indian users primarily communicate in non-English languages—a demographic Google and other tech giants like Amazon have actively sought to serve with localized language support in recent years.
Google has stated its intention to extend this scam detection functionality to non-Pixel Android phones, though a specific timeline for this broader rollout was not provided.
Combating Screen-Sharing Scams
In a separate but related effort, Google is piloting a new feature in India to combat screen-sharing scams. This pilot involves partnerships with prominent financial apps such as Navi, Paytm, and Google Pay. Screen-sharing scams typically involve fraudsters tricking victims into sharing their screens to steal sensitive information like one-time passwords (OTPs) or PINs during a call. First unveiled at Google I/O in May and initially tested in the U.K., this feature will provide alerts to users on devices running Android 11 or later, offering a one-tap option to immediately end the call and stop screen sharing. Google also confirmed plans to expand app partnerships and introduce alerts in various Indian languages, though further details were not disclosed.
Broader Anti-Fraud Initiatives
These new features complement Google's existing robust efforts to combat fraud in India. For several months, its Play Protect service has actively restricted predatory loan apps by blocking over 115 million attempts this year to sideload third-party applications that request sensitive, often exploited, permissions. Google Pay also issues more than a million warnings weekly for potentially fraudulent transactions. Beyond technology, Google's DigiKavach awareness campaign has reached over 250 million people, educating them about digital fraud. Furthermore, the company has collaborated with the Reserve Bank of India to publish a public list of authorized digital lending apps, and earlier this year, launched a Safety Charter in India to scale its AI-driven fraud detection and security operations.
Persistent Gaps in Protection
Despite these comprehensive efforts, Google still confronts significant challenges in effectively curbing digital fraud within India. The company, much like Apple, has faced scrutiny for allowing fake and misleading applications to persist on its Play Store, even with established review processes designed to block fraudulent submissions. Both law enforcement and security researchers have, in recent years, highlighted numerous investment and loan apps involved in scams that remained accessible on the Play Store until direct intervention. These persistent issues underscore the substantial hurdles Google faces in policing an app ecosystem that overwhelmingly dominates India's smartphone market.
