MouthShut, the consumer review and product discovery platform, said it has deleted 80,000 fake user profiles, along with their reviews.
Its founder and CEO Faisal Farooqui claims they get an average of 50,000 reviews each day and the deleted profiles are 1% of their total profile base. "We had to be cautious so we don't delete genuine reviews and stifle the voice of the consumer," he said.
The company said it has taken this step after closely monitoring behaviour of certain users on its platform who were writing misleading comments to damage the reputation of certain brands. "Negative comments get read ten times more by users than positive reviews and almost 78% of people read online reviews before making a purchase decision so it is important for us to weed our fake profiles to maintain the neutrality of the platform," said Farooqui.
They used their internal review team of 14 people to weed out influenced comments who used certain AI tools that worked by using keywords, velocity and language pattern matching. They were used along with screening technologies to ensure fake reviews and profiles are removed.
They has done a similar exercise earlier in November 2012 when they had deleted close to 4,100 fake profiles and user accounts.
They have also started offering the option to reviewers to verify themselves using KYC norms for more credibility of their posts.
The online platform now hosts reviews of over 8 lakh products and services and claims to have a monthly user base of more than 12 million users across its web, mobile and app platforms.
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