Meta and the Misinformation Combat Alliance (MCA) are collaborating to launch a fact-checking helpline on WhatsApp to combat AI-generated deepfakes. The helpline, expected to launch next month, will allow users to flag deepfakes via a dedicated chatbot. Meta, along with other tech giants, signed an agreement to tackle AI-generated misinformation ahead of the 2024 elections. The Indian government plans to introduce stringent provisions to address deepfakes under the IT rules in 2021. MCA will establish a central deepfake analysis unit to manage the helpline, working with fact-checkers and industry partners to verify and debunk misinformation. Meta also announced an AI labeling policy to develop common standards for identifying AI-generated content. Previously, Meta introduced a fact-checking program in India in partnership with 11 independent organizations in 2022.