An investigation initiated by a complaint from a locksmith in Texas has revealed an international fraud operation that sold tens of thousands of counterfeit business listings on Google Maps. The scammers took control of legitimate business profiles and fabricated positive reviews to lure unsuspecting customers. Here’s how to identify similar scams and safeguard yourself against them.

Google has identified more than 10,000 fraudulent business listings on its widely used Google Maps application, found on nearly every smartphone, and has commenced legal proceedings against the perpetrators. This information was disclosed by CBS Network yesterday (Wednesday). The thorough investigation carried out by the company uncovered that this fraudulent network created and marketed fake business profiles on the platform.

The Fraud Network and Its Strategies
The scheme was first detected when a licensed locksmith in Texas realized an unlicensed locksmith was misusing his name on Google Maps. A local inquiry unearthed a wider operation, prompting a large-scale investigation. Ultimately, Google opted to remove over 10,000 illegitimate listings from its maps.

These fraudulent listings varied from entirely nonexistent businesses to hijacked profiles of real businesses, which were duplicated and modified to promote unauthorized entities. As stated by Google’s legal advisor, Halima Dlayne Prado, as soon as the company receives a notification about such fraud, they promptly take steps to identify similar fraudulent listings.

This issue is not a new one. Google has been combating fake businesses offering services through Google Maps for several years. Scammers would set up a profile for an existing company that lacked an official presence or was not actively managing its profile, using a real address, genuine website, or photos, but substituting their own phone number for the legitimate one.

How the Scammers Function
After the fraudsters created these bogus profiles, Google Maps would often suggest the fraudulent company based on user searches. As a result, users would unknowingly contact a scammer impersonating a licensed business. In some instances, it was alleged that Google profited from this arrangement, as fake companies would pay for promotional boosts, enhancing their visibility in search results.

According to Google, most of these fraudulent businesses were locksmiths, towing services, and other offerings that people rely on during emergencies. In such high-pressure situations, individuals often look for local professionals on Google Maps, even if they’ve never previously used their services. Tragically, instead of reaching a legitimate professional, they would be misled by an impostor.

The Increasing Sophistication of Scammers
Halima Dlayne Prado noted that the scammers were becoming more sophisticated, collaborating with agents worldwide and leveraging social media to widen their fraudulent networks. Google reported that these scammers also peddled fake positive reviews for businesses, obscuring negative feedback on social media platforms. In one lawsuit, Google presented an example of a Facebook post featuring "5-star reviews" for entirely fictitious businesses.

Common Strategies Employed by Scammers
Google's investigation found that these fraudsters employed a variety of tactics. In some scenarios, customers might call a legitimate business, but their call would be intercepted and redirected through a lead generation service that ultimately connected them with the scammers. More often than not, the fraudster arriving to provide the service would charge exorbitant prices, capitalizing on the customer’s urgency. With individuals pressured to get the service completed, they frequently paid these inflated costs.

How to Avoid Becoming a Victim of These Scams
Google advises exercising caution, even in urgent situations. Consumers should thoroughly verify the website address and phone number of the company they contact, ensuring they match the Google Maps listing. A warning sign should arise if the company requests excessive personal information, such as an ID number, or insists on unconventional payment methods like gift cards or wire transfers.

To counteract fraud like this, Google has developed various tools, both automated and analyst-driven. The company claims it has eliminated or blocked approximately 12 million fake business profiles annually over the past two years. Furthermore, Google announced it will donate any compensation derived from legal actions related to this issue to organizations dedicated to fighting fraud.

Google’s Commitment to Fighting Fraud
Google is dedicated to making Google Maps a safer environment for businesses and consumers. The company has been actively engaged in investigating fraudulent activities and implementing measures to reduce the occurrence of fake business listings and reviews. The recent legal actions underscore its ongoing efforts to maintain the integrity of its services and protect users from fraudulent practices.

Further Insights on Fake Business Listings
Fake business listings on platforms like Google Maps not only mislead consumers into scams but also damage the reputation of legitimate businesses. Scammers can distort the competitive landscape by manipulating search results, providing an unfair advantage to deceptive businesses that mislead consumers. Google’s actions to eradicate fake listings are a crucial step toward shielding both consumers and businesses from these harmful activities.

As the popularity of online platforms and mapping services escalates, the risk of fraud in these areas also rises. Both businesses and consumers need to remain vigilant and report any suspicious activity to platforms like Google to help prevent the spread of fake listings.