An inquiry initiated by a complaint from a locksmith in Texas has revealed an international fraud ring that marketed tens of thousands of counterfeit business listings via Google Maps. The perpetrators hijacked existing business profiles and fabricated positive reviews to lure in unsuspecting customers. Here’s how you can recognize similar scams and safeguard yourself against them.

Google has identified more than 10,000 phony business listings on its widely used Google Maps application, available on nearly every smartphone, and has commenced legal proceedings against those behind the deceit. This information was disclosed by CBS Network yesterday (Wednesday). The extensive investigation led by the company uncovered that this fraudulent network created and sold bogus business profiles on the platform.

The Fraud Ring and Its Strategies
The scam was first uncovered when a licensed locksmith in Texas observed that an unlicensed locksmith was misappropriating his name on Google Maps. A local investigation unveiled a broader operation, prompting a large-scale inquiry. Ultimately, Google opted to eliminate over 10,000 illegitimate listings of this nature from its maps.

These fraudulent listings encompassed entirely fictitious businesses as well as hijacked profiles of genuine companies, altered to promote unauthorized entities. According to Google's legal advisor, Halima Dlayne Prado, upon receiving a report of such fraud, the company promptly acts to identify similar deceptive listings.

This issue is not a novel occurrence. Google has been combating fake businesses advertising through Google Maps for several years. The fraudsters would set up a profile for an existing business that either lacked an official profile or wasn't actively managed, inputting a real address, an authentic website, or photos, but replacing the legitimate phone number with their own.

How the Fraudsters Operate
Once the fraudsters created these false profiles, Google Maps would frequently recommend the fake company based on user searches. Consequently, users would unwittingly contact a con artist masquerading as a licensed business. In some instances, there were claims that Google profited from this situation, as the fraudulent companies would pay for promotion, improving their visibility in relevant search results.

According to Google, most of these counterfeit businesses pertained to locksmiths, towing services, and other urgent services that individuals seek in emergencies. In such high-stress scenarios, people often search for local professionals on Google Maps, even if they have never used their services before. Sadly, rather than connecting with a legitimate expert, they may fall prey to an imposter.

The Increasing Sophistication of Fraudsters
Halima Dlayne Prado noted that the fraudsters are becoming more sophisticated over time. They collaborated with agents globally and even utilized social media to expand their fraudulent networks. Google reported that the scammers also marketed fake positive reviews for businesses, further drowning out negative feedback on social media platforms. In one lawsuit, Google presented an example of a Facebook post showcasing "5-star reviews" for completely fictitious companies.

Common Scams Employed by Fraudsters
Google's investigation unveiled that these fraudsters employed a variety of tactics. In some cases, customers would call a legitimate business, but the call would be intercepted and rerouted through a lead generation service, ultimately reaching the scammers. More often than not, the fraudster who arrived to provide the service would charge an inflated price, exploiting the customer’s urgency. Under pressure to complete the job, customers frequently succumbed to these excessive fees.

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

To tackle fraud of this nature, Google has created various tools, both automated and human-driven by analysts. The company claims it has removed or blocked approximately 12 million fake business profiles annually over the past two years. Furthermore, Google announced that it would allocate any compensation received through legal actions related to this matter to organizations combating fraud.

Google’s Dedication to Fighting Fraud
Google is committed to enhancing the safety of Google Maps for businesses and consumers. The company has been actively engaged in investigating fraudulent activities and implementing measures to mitigate the rise of fake business listings and reviews. The recent legal actions underscore its ongoing efforts to uphold the integrity of its services and shield users from fraudulent practices.

Additional Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only mislead consumers into scams but also damage the reputation of legitimate businesses. Fraudsters can distort competition by manipulating search results, unfairly benefiting fake businesses that mislead customers. Google’s efforts to eliminate fake listings are a crucial step in protecting both consumers and businesses from these harmful activities.

As the popularity of online platforms and mapping services continues to grow, so does the potential for fraud in these domains. Both businesses and consumers must remain vigilant and report any suspicious activity to platforms like Google to help prevent the spread of fraudulent listings.