An inquiry that started with a complaint from a Texas locksmith revealed an international fraud scheme that marketed tens of thousands of counterfeit business listings through Google Maps. The fraudsters seized control of existing business profiles and invented positive reviews to lure unsuspecting customers. Here’s how you can recognize similar scams and safeguard yourself against them.

Google has discovered more than 10,000 fraudulent business listings on its widely used Google Maps app, which is available on nearly every smartphone, and has begun legal proceedings against those behind the scam. This was disclosed by CBS Network yesterday (Wednesday). According to an in-depth investigation conducted by the company, this fraud network established and sold false business profiles on the platform.

The Fraud Network and Its Methods
The scam was first detected when a licensed locksmith in Texas observed that an unlicensed locksmith was using his name on Google Maps. A local inquiry unveiled a larger operation, prompting a significant investigation. Ultimately, Google opted to eliminate over 10,000 illegitimate listings of this nature from its maps.

These fraudulent listings included completely fabricated businesses as well as hijacked profiles of legitimate companies that were copied and modified to promote unauthorized businesses. Google’s legal advisor, Halima Dlayne Prado, noted that once the company is alerted to such fraud, they swiftly take measures to identify similar illicit listings.

This issue is not a recent development. Google has been battling fake businesses advertising services via Google Maps for years. Fraudsters would create a profile for an existing company that either lacked an official profile or was not actively managing one, adding a real address, an actual website or photos, but substituting their own phone number for the legitimate contact number.

How the Fraudsters Operate
Once these counterfeit profiles were established, Google Maps would frequently recommend the fake businesses based on user searches. Consequently, users unwittingly contacted a fraudster impersonating a legitimate licensed business. In some instances, it was suggested that Google benefited from this, as the fake companies would pay to promote themselves, thereby enhancing their visibility in relevant search results.

According to Google, most of the fake businesses were locksmiths, towing companies, and other services that people seek out in emergency situations. During these high-pressure moments, individuals often look for local professionals on Google Maps, even if they’ve never used their services before. Regrettably, instead of reaching a qualified professional, they may become victims of a scammer.

The Growing Sophistication of Fraudsters
Halima Dlayne Prado mentioned that the scammers were evolving in their tactics. They collaborated with agents globally and even utilized social media to expand their fraudulent operations. According to Google, the scammers also marketed fake positive reviews for businesses, further burying negative feedback on social media. In one lawsuit, Google presented a case of a Facebook post showcasing "5-star reviews" for entirely fictitious businesses.

Common Tactics Used by Scammers
Google's investigation found that these fraudsters employed various tactics. In some cases, customers would call a legitimate company, but their call would be intercepted and rerouted through a lead generation service to the scammers. Frequently, the fraudster who arrived to provide the service charged excessively high prices, exploiting the customer's urgency. Given the pressure to receive the service, many customers felt compelled to pay these inflated costs.

How to Avoid Falling for These Scams
Google advises consumers to exercise caution, even in urgent situations. They should thoroughly verify the website address and phone number of the company they contact, ensuring it matches the information listed on Google Maps. If a company requests more personal information than necessary, such as identification numbers, or insists on unconventional payment methods like gift cards or wire transfers, that should raise a red flag.

To tackle fraud of this nature, Google has developed various tools, both automated and driven by human analysts. The company claims it has removed or blocked approximately 12 million fake business profiles annually over the past two years. Additionally, Google announced it would donate any funds it receives through legal actions related to this issue to organizations combating fraud.

Google’s Commitment to Combating Fraud
Google is dedicated to making Google Maps a more secure platform for both businesses and consumers. The company has been proactively investigating fraudulent activities and implementing strategies to diminish the prevalence of fake business listings and reviews. The recent legal actions emphasize its ongoing commitment to maintaining the integrity of its services and protecting users from fraudulent practices.

Additional Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only mislead consumers but also damage the reputation of legitimate businesses. Fraudsters can distort the competitive landscape by manipulating search rankings, unfairly benefiting fake businesses that deceive customers. Google’s efforts to remove these fraudulent listings are a crucial measure in protecting both consumers and legitimate businesses from such harmful activities.

As the popularity of online platforms and mapping services increases, so does the potential for fraud in these sectors. Both businesses and consumers must remain vigilant and report any suspicious activities to platforms such as Google to help prevent the spread of fake listings.