Siftr's AI-based Magic Cleaner removes junk WhatsApp photos with a tap

Magic Cleaner analyses your photos and lets you clean all the WhatsApp junk with a single tap.

Meet Siftr, a media curation startup that uses AI and deep learning technology. It has launched multiple apps, and the most recent one is Magic Cleaner. Magic Cleaner analyses your photos and lets you clean all the WhatsApp junk with a single tap. The app is already analysing close to 20 lakh photos per day. It is available on both Android and iOS, and used by people across the world including Brazil, India, Netherlands, Spain and Argentina.

”The last three years have witnessed a massive explosion in the number of photos being clicked, and there are just too many of them out there. Taking photos has become easier than ever, but that has resulted in a much bigger problem – the problem of plenty. You don't know what to cherish and what to trash, because it's not possible to go through all your photos now. And that's exactly the problem, which Mayank and I set out to solve,” SiftrLabs co-founder Romil Mittal tells us.

Siftr is a 10-member team under the leadership of Romil Mittal and Mayank Bhagya. Mittal comes with over 10 years of experience in engineering and product management at Adobe, and Bhagya is a technical architect who has been building products for the over five years.

With biggies like CleanMaster and CCleaner that require you to manually choose photos and videos, it’s the AI-based app’s ability to automatically detect junk on your phone and delete with a single tap, that sets it apart. “It was fine 2 years ago, but now when an average phone user has more than a 1000 photos on his phone, it has become practically impossible to curate the photos manually. And that's what sets Siftr Magic Cleaner apart from all the existing apps in the market,” Mittal explained.

When we tried using the app, it worked perfectly fine picking those junk memes, some repeated photos, and surprisingly it even selected screenshots of some existing photos in Drive. Siftr has received a seed fund from Mumbai-based Venture Catalysts.

Magic Cleaner is free to use, but one will have to pay for advanced services and capabilities. It is available in multiple regional as well as international languages including Hindi, Marathi, Kannada, Tamil, Telugu, Spanish, French, Mandarin, Russian, among others. The effort is to expand the reach by making it simple to use by anyone.

This also means giving a third-party app access to your photos. So, what about privacy? “Siftr Labs is all about dealing with user generated content, and hence taking care of content privacy is of utmost importance to us. With the technology we have developed, most of your photos and videos are analyzed on the phone itself, and the very few which get uploaded to our servers are not retained after analysis,” Mittal explains.

“Moving forward, as the mobile devices become better in terms of computation power, we plan to enhance our technology to be able to execute entire artificial intelligence classifiers on your mobile device itself,” he added.

Talking about the roadmap for 2016, Mittals says the focuss is on improving the AI stack to ensure the accuracy levels keep going up. The team also plans to further enhance Magic Cleaner with capabilities to help users deal with their media on phone, social networks, and backup solutions.

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