Indonesian Anti-Defamation Society

What Indonesian Anti-Defamation Society does

Mafindo (Masyarakat Antifitnah Indonesia), operating under the English name Indonesian Anti-Defamation Society, is a community-based nonprofit organization founded on November 19, 2016, and headquartered in South Jakarta, Indonesia. The organization addresses the spread of misinformation, disinformation, and hate speech in Indonesia through a portfolio of fact-checking tools and digital literacy programs. Its core product infrastructure centers on four interconnected assets: TurnBackHoax.id (a public hoax database), Yudistira (the back-end hoax database that powers the CekFakta.com coalition of 22 online media outlets), Hoax Buster Tools (a Google-partnered mobile application on Android and iOS), and Kalimasada (a WhatsApp-based chatbot for conversational fact-checking). Supporting assets include Tular Nalar, a Google.org-funded digital literacy website, and the Global Fact-check Database for international cross-referencing. Mafindo is the first organization in Indonesia to receive IFCN certification under the Poynter Institute framework.

Mafindo operates as a volunteer-driven community with 95,000+ online members, 1,000+ active volunteers, and 44+ regional chapters across Indonesia. Its revenue model is grant-funded and donation-based: tools are provided free to the public, and funding comes from international institutional partners including the European Union (Social Media for Peace), UNESCO, Google.org, Google News Initiative, WHO, UNICEF, CDC, Meta/Facebook, and Kominfo. The go-to-market motion is community-led — no sales force, no pricing tiers. Distribution occurs through mobile app stores, the WhatsApp platform, the TurnBackHoax.id website, the CekFakta.com media coalition, and offline workshops delivered through regional chapters to educators, journalists, election officials, and the general public.

The customer base is bifurcated: end users are the Indonesian general public, journalists, educators, and election stakeholders (high volume, low revenue per user); institutional customers are international donors and government partners who provide program funding (low volume, high contract value). Recent strategic activity includes the AI Ready ASEAN program launched in 2025–2026, which extends Mafindo's scope from misinformation to AI literacy training for educators, students, and disability communities. The organization publishes original research on hoaxes (1,593 mapped in 2024–2025, 1,060 COVID-19 hoaxes documented 2020–2021) and runs the annual Indonesia Fact Checking Summit.

Name

Indonesian Anti-Defamation Society

Legal name

Masyarakat Antifitnah Indonesia

Website

https://mafindo.or.id

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Mafindo (Indonesian Anti-Defamation Society) is a Jakarta-based nonprofit that combats misinformation in Indonesia through free fact-checking tools, a community of 95,000+ members and 1,000+ volunteers across 44+ regions, and IFCN-certified databases TurnBackHoax.id and Yudistira serving the public, journalists, and educators.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuningan

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Grants: Mafindo operates as a non-profit organization. Revenue is derived from donations and grants from international organizations, government institutions, and civil society partners to support fact-checking operations, research, and literacy programs.
2. Free Public Services (All Tools): All Mafindo tools and services (Hoax Buster Tools, TurnBackHoax.id, Yudistira, Kalimasada, Tular Nalar) are provided free of charge to the public, funded by grants and partnerships rather than direct user revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Mafindo (Masyarakat Antifitnah Indonesia) is a nonprofit community organization that combats misinformation and disinformation in Indonesia through IFCN-certified fact-checking. It operates a multi-platform suite of free tools including TurnBackHoax.id, Yudistira hoax database, Kalimasada WhatsApp chatbot, and Hoax Buster Tools mobile app, and delivers digital literacy education programs to the general public, journalists, educators, and government partners.

Product overview

Mafindo (Masyarakat Antifitnah Indonesia) operates a unified platform of anti-hoax products centered around its core database infrastructure. The main products include TurnBackHoax.id (public debunk database), Yudistira (hoax database used by CekFakta.com coalition), Hoax Buster Tools (Android/iOS apps), and Kalimasada (WhatsApp chatbot). Supporting products include Tular Nalar (digital literacy education website), Global Fact-check Database (international reach), and Lentera Litera (literacy resources). The organization also runs specialized programs like AI Ready ASEAN for AI literacy and election monitoring via maafindo's Satuan Tugas (Task Force) for elections.

Differentiator

Problem solved

Functional benefit

Brands

• TurnBackHoax.id: Public hoax database and debunking platform operated by Mafindo
• Hoax Buster Tools (HBT)
• Yudistira
• Kalimasada
• Tular Nalar
• Global Fact-check Database
• Mafindo Institute
• Hoax Crisis Center (HCC)

Products and services

• Hoax Buster Tools (HBT) Free mobile application (Android and iOS) that helps the general public verify information by pasting links into a search tool that displays pre-verified websites as references; developed in partnership with Google.
• TurnBackHoax.id Public fact-checking database and website where debunked hoaxes are documented and made accessible to the public; functions as the primary repository for Mafindo's fact-checking results.
• Yudistira Comprehensive hoax database that tracks and catalogs misinformation circulating in Indonesia; used by CekFakta.com and other fact-checking partners as a reference database.
• Kalimasada (WhatsApp Hoax Buster Tools) WhatsApp-based chatbot that allows users to fact-check information through conversational messaging, enabling Indonesian users to verify hoaxes directly within WhatsApp.
• CekFakta.com Collaborative fact-checking project involving 22 online media outlets under AMSI and AJI, with Mafindo providing the Yudistira database as a technical foundation.
• Tular Nalar Digital literacy education website providing tips, quizzes, video content, and free downloadable teaching materials for developing critical thinking skills; developed with Google.org support.
• Global Fact-check Database (GFD) International fact-checking database accessible at gfd.turnbackhoax.id that extends Mafindo's fact verification reach globally for cross-referencing misinformation.
• Lentera Litera Mafindo product focused on literacy education initiatives, providing resources for media and information literacy programs.

Quantifiable outcome

• 95,000+ online members, 1,000+ volunteers, and 44+ regions across Indonesia served
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability8 records

Feature6 records

Partnerships

22 partnerships are on record, tiered core, minor and flagship.

• GooglecoreTechnology or IntegrationMafindo partnered with Google to develop and launch the Hoax Buster Tools (HBT) mobile application, making fact-checking accessible to Indonesian users through a Google-integrated search experience on Google Play Store.
• International Fact Checking Network (IFCN)coreOthersMafindo is the first organization in Indonesia to receive IFCN certification, validating its fact-checking methodology against international standards set by the Poynter Institute.
• CekFakta.com Coalition (AMSI + AJI)coreStrategic or Co-development PartnerCekFakta.com is a collaborative fact-checking coalition co-founded by Mafindo with the Asosiasi Media Siber Indonesia (AMSI) and Aliansi Jurnalis Independen (AJI), reaching 22 online media outlets across Indonesia. Launched at Trusted Media Summit 2018.
• Asosiasi Media Siber Indonesia (AMSI)coreStrategic or Co-development PartnerAMSI is a key partner in the CekFakta.com coalition, providing the network of 22 online media outlets that distribute and amplify Mafindo's fact-checks to a broad Indonesian audience.
• Aliansi Jurnalis Independen (AJI)coreStrategic or Co-development PartnerAJI is a partner in the CekFakta.com coalition, contributing journalistic expertise and a network of independent journalists to support collaborative fact-checking across Indonesian media.
• SiberkreasiminorStrategic or Co-development PartnerSiberkreasi is a digital literacy coalition of which Mafindo is a member, working collectively to strengthen digital literacy across Indonesian civil society.
• Koalisi Anti Persekusi (KAP)minorStrategic or Co-development PartnerMafindo is a member of KAP, a civil society coalition focused on combating online persecution and harassment in Indonesian digital spaces.
• Perserikatan Bangsa-Bangsa (PBB) / United NationsflagshipStrategic or Co-development PartnerMafindo has established cooperation with the United Nations system, contributing to global efforts on misinformation, digital literacy, and peaceful use of digital media.
• UNESCOflagshipStrategic or Co-development PartnerUNESCO collaborated with Mafindo to develop a Media and Information Literacy (MIL) curriculum and train 25 selected teachers from Jakarta, Bogor, Depok, Tangerang, and Tangerang Selatan in digital literacy education, as part of the Social Media for Peace program funded by the European Union.
• World Health Organization (WHO)minorStrategic or Co-development PartnerWHO cooperated with Mafindo on combating health-related misinformation, including COVID-19 hoaxes that threatened pandemic response efforts in Indonesia.
• United Nations International Children's Emergency Fund (UNICEF)minorStrategic or Co-development PartnerUNICEF partnered with Mafindo on initiatives addressing misinformation affecting children and youth, and promoting safe digital environments for young Indonesians.
• Centers for Disease Control (CDC)minorStrategic or Co-development PartnerCDC collaborated with Mafindo on public health misinformation initiatives, helping to counter COVID-19 hoaxes that endangered pandemic management in Indonesia.
• Kementerian Komunikasi dan Informatika (Kominfo)coreStrategic or Co-development PartnerKominfo partnered with Mafindo on the 'Kelas Kebal Hoaks' journalist training program alongside Danone Indonesia and Dewan Pers, to strengthen digital media literacy among Indonesian journalists.
• Dewan PerscoreStrategic or Co-development PartnerDewan Pers collaborated with Mafindo, Kominfo, and Danone Indonesia to deliver 'Kelas Kebal Hoaks' training for journalists to address the spread of misinformation in Indonesian media.
• Danone IndonesiacoreGTM or Marketing PartnerDanone Indonesia partnered with Kominfo, Dewan Pers, and Mafindo to fund and organize the 'Kelas Kebal Hoaks' (Hoax-Resistant Class) program for Indonesian journalists, supporting media literacy across the industry.
• Kepolisian Republik Indonesia (Kepolisian Daerah Kalimantan Barat)coreStrategic or Co-development PartnerPolda Kalimantan Barat partnered with Mafindo's Hoax Crisis Center (HCC) Kalbar to organize 'Millenial Anti Hoax Hadapi Pemilu 2019,' a public outreach event promoting digital literacy and counter-hoax awareness among young voters.
• Facebook (Meta)coreTechnology or IntegrationFacebook partnered with Mafindo to address misinformation on its platform, leveraging Mafindo's fact-checking database to label and reduce the spread of false content across Facebook and Instagram in Indonesia.
• UNESCO (Social Media for Peace / European Union)flagshipStrategic or Co-development PartnerUNESCO and the European Union jointly funded the Social Media for Peace program, under which Mafindo delivered two training programs (Digital Peace Campaign for CSOs and MIL for Youth) and organized the #SocialMedia4Peace content competition across Indonesia.
• IFES (International Foundation for Electoral Systems)minorStrategic or Co-development PartnerIFES partnered with Mafindo on electoral programs to strengthen democracy and counter electoral misinformation in Indonesia.
• Komisi Pemilihan Umum (KPU) Kota MagelangminorGTM or Marketing PartnerKPU Kota Magelang collaborated with Mafindo Magelang Raya on the 'Obrolan Demokrasi' dialogue series to promote electoral literacy and counter misinformation ahead of regional elections.
• Divisi humas Mabes PolriminorGTM or Marketing PartnerMabes Polri's Communications Division collaborated with Mafindo and other communities on a hybrid dialogue discussing digital transformation, misinformation, hate speech, and digital crime prevention.
• Academic and Research InstitutionsminorOthersMafindo collaborates with universities and academic researchers for hoax landscape studies, MIL board game development (MIL Lab Universitas Indonesia), and other research initiatives to build evidence-based digital literacy programs.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CekFakta.com: Collaborative Indonesian fact-checking coalition co-founded by Mafindo, AJI, and AMSI reaching 22 online media outlets; directly comparable as a coalition-based fact-checking platform operating in the same Indonesian language and audience.
• AFP Fact Check: Global news agency's fact-checking network active across multiple geographies; comparable as an internationally certified fact-checker with multi-language coverage and partnerships with platforms like Meta.
• PolitiFact: Pulitzer Prize-winning IFCN-certified fact-checking organization focused on political misinformation in the U.S.; comparable as a methodology peer with similar verification standards and rating systems.
• TurnBackHoax.id: Mafindo's own public hoax database sub-brand serving as the primary repository for fact-checks; included here as a peer given its standalone public-facing role as a misinformation clearinghouse.
• Full Fact: UK-based IFCN-certified fact-checking charity developing AI tools to automate fact-checking at scale; comparable as a nonprofit fact-checker investing in technology to scale beyond human-only verification.
• Snopes: Pioneering global fact-checking organization with IFCN certification, covering misinformation across topics; directly comparable as a certified fact-checker using similar debunking-database methodology.

Regional players

• Tirto.id: Indonesian online media known for investigative reporting and fact-checking; comparable as a domestic Indonesian digital media outlet performing fact-checking work for the Indonesian public.
• Tempo: Indonesian news outlet with an active fact-checking desk (CekFakta Tempo) covering political, health, and social misinformation in Indonesia; directly comparable as a domestic Indonesian fact-checking media brand.
• Rappler: Philippine-based digital media with active fact-checking operations covering Southeast Asian misinformation; comparable as a regional Southeast Asian peer fact-checker operating in a similar democratic and media environment.

Others

• Google News Initiative: Google's program funding fact-checking globally including CekFakta coalition grants to Mafindo; included as an enabling partner/funder rather than direct competitor, central to Mafindo's fact-checking infrastructure support.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/turnbackhoax
• YouTubeyoutube.com/@MAFINDO
• Facebookfacebook.com/MafindoID
• Instagraminstagram.com/turnbackhoaxid
• LinkedInlinkedin.com/company/masyarakatantifitnahindonesia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Indonesian Anti-Defamation Society